B2B in a Web 2.0 world, Part 1: Digital media relations

Attention! We're listening!

Seeking competitive advantage and profitability through good relations with the social media, the B2B (business-to-business) world has energetically embraced the grand online colloquy known as the two-way talk-back "conversation."

Blogs, vlogs, e-communities and social networks, Internet forums, message boards, chat rooms, wikis, podcasts, webcasts, videocasts, RSS (really simple syndication) feeds -- these online social media platforms are now in play in the B2B relationships that organizations have with their vendors, suppliers, partners, contractors and other third-party value-chain entities leading all the way to the end customer. Social media-based approaches to B2B marketing -- treating business contacts as consumers first -- emphasize listening to what those contacts have to say.

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