Benefits and Drawbacks of Social Media Marketing in Business-to-Business Marketing

This document discusses the benefits and drawbacks of using social media marketing in business-to-business marketing. It explores how social networking helps in building awareness, improving customer satisfaction, and increasing brand loyalty. It also highlights the risks of competition, lack of interaction, and legal implications.

BUSINESS
RESEARCH
PROJECT- 2

TABLE OF CONTENTS
MAIN BODY...................................................................................................................................2
REFERENCES..............................................................................................................................8
1

MAIN BODY
Theme 1 Concept of Social network and Business to Business marketing
Kuss. and Griffiths (2017) highlights that social networking is an online platform
which generally used to help the organization in carrying out the variety of the
promotional and marketing activity of the company that easily in the market. Social
networking service is the service in which people used to share similar relationship on
the platform. There are many different type of the social media platform which generally
used to group together to form the social media networking. All the social media
platform used to provide the different features and format in the nation. Social media
sites or can be said social media networking in the nation generally used to help the
organization in sharing the different idea, digital photos and video which can be viewed
by the others who are in relationship with the user. Some of the example of social media
platform are Facebook, whatsapp, twitter and linked. There are many different type of
operation which are operated with the help of social media such as recruitment,
customer service and marketing. Hajli and et.al., (2017) In the published paper
highlights that Social networking is generally used by different organization for the
purpose of marketing different product of the company in front of the other in the
market. Social networking in the market generally used to provide the variety of the
benefit in context of building good customer base of the company and retaining the
same in the market. Not only that their are many different type of drawbacks which are
also seen by organization at the time of using Social networking as a promotional tool in
the market. Social media platform generally helps in all the function of marketing, as
helped in understanding the customer, helps in developing the product and selecting the
customer base and also helped in get touch with the customer in the market.
In the opinion of Drahošová and Balco (2017) the business to business is a type
of business transaction under which one business deals with another business. This
might include the manufactures and the wholesalers or the wholesalers and the retailers
or any other business intermediary. In this business form also there is requirement of
marketing and this is because of the fact that in this also there is need for the company
to market the goods and services among the other companies so that they trade with
2

the business. The business to business marketing is defined as the promotion of the
goods and services in which the company deals among the other companies so that
they get the knowledge relating to the goods and services in which the company deals.
In the words of Sajid (2016) articulates that the use of marketing in the business
to business model is very essential because of the fact that if the marketing techniques
will not be used by the company then the other companies will not come to know that in
which product and services the company is dealing and they are of which quality. Thus,
the business to business marketing is very essential for the company in getting large
market share and attracting more of the different business to trade with the company.
Theme 2 benefit of Using Social Networking in regards of business to business
marketing
As explain is the above theme that Social networking generally relates to using different
social media sites to interact with other user for the purpose of marketing and operation.
For the same reason in the published paper Dhaoui, Webster and Tan (2017) has
highlighted that, Social networking generally used to create the good awareness of the
product in front of other business in the market, this eventually used to get the good
option for the business to provide different service to that business in the market. For
example: All the HR department and procurement manager in the organization
generally used to review the social media platform to get better option for the
organization. So using Social networking used to help the company in building good
awareness of product in front of other organization in the market, this eventually used to
help them in increasing good business base in the market for their services. Author in
the published paper also highlights that it used to build a good inbound traffic in the
organization, as with the help of social media platform different organization will find it
easy to search about the company in the market. As Social media platform is a melting
point for different organization with different culture and background.
Drahošová and Balco (2017) has supported the above statement by highlighting that
social networking generally used to improve the search engine ranking of organization
in the market. Search engine ranking is one of the most vital thing which is require by all
the organization to achieve higher page ranking. As in the era where technology
3

generally used to play a very crucial role for all the organization in carrying out different
operation, they generally used to take help of different Brower to search for different
company who can provide them with different help. So it can be said that social
networking generally help the company in communicating with the different firm in the
market more easily. In the article Felix, Rauschnabel and Hinsch (2017) Explain that
Social networking in the organization generally help the organization in improving the
level of conversion rates for the organization. It has been identified that social
networking generally used to provide more number of the opportunity for conversion. As
with the help of each blog post, image, video, or comment may lead to better number of the
organization are attracted toward the website of the company. As using any other source to
promote the product of the company in the market, it has been analysed that number of
business customer are reduce to less number of the viewer in the organization as compare to
usage of social media network where there are large number of organization can be touch by
the organization in the market.
Hanaysha (2016) highlights that with the help of Social networking in the market
organization can improve the quality of customer satisfaction in the market, as it has been
identified that with the help of social media network organization find it easy to understand
the different need of organization in better way in the market. As almost all the organization
generally used to promote the different need which is possess by them, using Social media
platform in the market generally used to help them in getting different information of
organization in better way. This eventually used to help the company in diverting the different
services according to different organization, this eventually used to help the organization in
improving the level of customer services in the organization. At the same time Kuss. and
Griffiths (2017)explain that Social media platform in the organization used to help the
organization in improving the level of brand loyalty in front of different organization in the
market, as with the help of social media organization can build good business base in the
organization. As business base and brand loyalty generally used to go hand to hand, so it is
very important for all the organization to be in touch with the different organization on regular
basis, Social media platform generally used to help the organization in doing the same in the
organization. This eventually used to help the organization in improving the brand loyalty in
front of the other in the organization.
4

In the published paper Sajid (2016) author highlights that another benefit which is
seen by the organization due to social networking in the organization, it has been
analysed that with the help of social networking in the organization, it eventually used to
help them in seeing cost effective benefit. As creating different profile and search
different profile in the organization is generally free of all the organization in the market,
this eventually help the organization in promoting the different product of the company
and getting cost effective benefit from the market. As a result it has been also identified
that with the help of cost effective benefit in the market, organization is also able to get
good return out of the different investment which are generally made by the organization
in the market. Author in the published paper also highlights that another benefit which
will be seen by the organization due to Social networking in the organization is that it
used to increase the market coverage of the company in the market. As social media
platform in the organization used to help the organization in getting better marketplace
insight. As by monitoring the different profile of the company in the market, organization
find it easy to understand need of different organization that easily and planning the
different activity according to same in the market.
Theme 3: Drawback of using social media marketing with reference to business
to business marketing.
In the words of Felix, Rauschnabel and Hinsch (2017) there are many different
types of advantages of using the social media marketing in the business to business
setup but in addition to this there are also many of the drawbacks which are faced by
the company. The major drawback is that the competition in this global and advanced
world is very high and if business uses the social media marketing then it is of high risk.
This is pertaining to the fact that the when the company uses the social media
marketing then many of the information are not private and are visible to other people
also. Thus, this creates a risk that the competitors might use all these information for
some work or irrelevant reason. This is majorly due to the fact that when it comes to
social media marketing then the company promotes the goods and services with help of
social media and for this they share many of the information with the consumers and
5

clients. Thus, this information can be uses by the competitors and this might risk the
privacy and security of the company in the highly competitive market.
But on the other side Dhaoui, Webster and Tan (2017) argues that the major
drawback which the company faces in the business to business marketing is that both
the business has same product and services so the company need to do some hard
work in order to make the product and services distinct from that of the consumers. This
is because if the products and services are same then their advertisement will also be
somewhat identical or similar. Hence, here the company need to train all its employees
to be very creative and innovative in their thinking so that they stand differently from
other similar business. Also, for using the social media marketing also the training need
to be provided to the employees (Risk of using social media in B2B marketing, 2020).
This is majorly due to the fact that in social media marketing also there are many
technical terms and concept which if not understood by the employees correctly then
can be used in wrong manner. Thus, this is also a drawback that the company need to
provide proper training and education to the employees in order to effectively use the
social media marketing and advertising.
In against of this Charoensukmongkol and Sasatanun (2017) states that in the
use of social media marketing under the business to business concept the major thing is
that if anyone form other competitors post anything wrong or misleading information on
the website or webpage of the company then it is very tough for the company to find the
fact that who has done this. This is majorly because of the fact that there is not much
security and privacy over the use of social media marketing. Any person can post or
share thing on the page of the company. In addition to this also if the company uses
some of the consumer information over the social media then this can also be used by
the competitors in order to degrade the image of the company. This can be treated as
the drawback because the competitors use all these information in order to degrade the
image of the company within the competitive market. Also, this information can be used
by the competitors in attracting the consumer of the other company in the company
itself. Hence, this is also a major drawback for the company as this can decrease the
consumers of the company.
6

As per the views of Hanaysha (2016) criticizes that the major drawback of using
the social media marketing in the business to business concept is the less interaction
among the companies who are contracting with one another. This s a drawback for the
company because of the fact that when two companies come in contract with help of the
social media or do any contract over the social media then there is no physical
interaction among them. This is due to the fact that over social media no personal
interaction can be done over the social media and for this it may be possible that many
different things can be hidden from the other contracting company. This can mislead the
other company as at time of contract the company can show other good things which
may not be present in actual and as the contract is done over the social media then it
might be possible that the company may show some different things which are not
present in current to mislead the other company and sign contract with them.
But in the views of Cawsey and Rowley (2016) the major drawback for the use of
social media marketing in the business to business concept is that there are many legal
implications to the use of the social media. This is majorly pertaining to the fact that
when the company uses the different social media platforms for the marketing then first
they have to sign the contract with the social media company. Also, in addition to this
there are many other different legal implications which need to be followed by the
company when they make use of the social media. Also, it is possible that the
government of the country also interferes in the use of the social media in the business.
In addition to this the government also interferes and imposes some different rules and
regulation over the use of social media in the business. Even for using the social media
in the business first the company has to take the permission from the government and
then they have to either buy or take the legal rights form the social media company in
order to use this in their business.
7

REFERENCES
Books and Journals
Cawsey, T. and Rowley, J., 2016. Social media brand building strategies in B2B
companies. Marketing Intelligence & Planning.
Charoensukmongkol, P. and Sasatanun, P., 2017. Social media use for CRM and
business performance satisfaction: The moderating roles of social skills and
social media sales intensity. Asia Pacific Management Review. 22(1). pp.25-34.
Dhaoui, C., Webster, C.M. and Tan, L.P., 2017. Social media sentiment analysis:
lexicon versus machine learning. Journal of Consumer Marketing.
Drahošová, M. and Balco, P., 2017. The analysis of advantages and disadvantages of
use of social media in European Union. Procedia Computer Science. 109.
pp.1005-1009.
Felix, R., Rauschnabel, P.A. and Hinsch, C., 2017. Elements of strategic social media
marketing: A holistic framework. Journal of Business Research. 70. pp.118-126.
Hanaysha, J., 2016. The importance of social media advertisements in enhancing brand
equity: A study on fast food restaurant industry in Malaysia. International
Journal of Innovation, Management and Technology. 7(2). p.46.
Sajid, S.I., 2016. Social media and its role in marketing.
Kuss, D. J. and Griffiths, M. D., 2017. Social networking sites and addiction: Ten
lessons learned. International journal of environmental research and public
health. 14(3). p.311.
Hajli, N and et.al., 2017. A social commerce investigation of the role of trust in a social
networking site on purchase intentions. Journal of Business Research. 71.
pp.133-141.
Online
Risk of using social media in B2B marketing. 2020. [Online]. Available through:
<nurturehq.com/tips/risks-of-using-social-media-in-b2b-marketing>
8