Cut out the middleman

February 27, 2011

The use of social media in consumer PR is well documented and the positive effects of a well run online campaign are clear. But many businessmen and women have very logical beliefs that the use of such media as a PR tool can and does only work on a B2C basis. But this is a misconception. Many PR practitioners are having great success using various online social tools to promote their respective clients and businesses.

Base One is a PR Agency that specialises in using social media to promote its clients, with great success. On their website you will find a very interesting metaphor for social media in the business world, comparing the different platforms to the various components of a busy city centre. I admire the concept and feel that the comparison mainly hits the nail on the head. But take a step back and look at the purpose of all social media. The clue is in the name. SOCIAL media. I think that many if not all business to business’ are missing a trick. To attract more custom to your company why not promote your product to your customer’s customers? Consider this: if one can create a demand via a social media platform for a product created using your product, then businesses who’s customers want products created using your services will surely increase their interest in you. I believe that it won’t be long before B2B PR skips the middleman and markets directly toward those at the end of the supply chain.

Obviously this approach will benefit companies offering more tangible services, but social media could present a brilliant opportunity for B2Bs to increase their worth. Watch this space.