Benefits and Drawbacks of Social Media Marketing in B2B

This research explores the benefits and drawbacks of using social media marketing in the context of business to business (B2B) marketing. It discusses the advantages of increased sales, technology impact, lead generation, nurturing relationships, and conducting market research. It also examines the drawbacks of potential document infringement, hiring expertise, hacking risks, legal implications, language barriers, and internet service stoppage.

BUSINESS RESEARCH PROJECT

Contents
INTRODUCTION:...............................................................................................................................3
AIM........................................................................................................................................................3
RESEARCH QUESTION:..................................................................................................................3
LITERATURE REVIEW.....................................................................................................................3
REFERENCES....................................................................................................................................6

INTRODUCTION:
Social network refers to connecting the number of business or
individual through the use of medium of social media sites. Through this
aspects, they can interact with the individual and other business and share
and promote the business products globally. This is one of the best method of
expanding the business ta global level (Strathdee, 2017). Present research is
based upon identifying the advantages and disadvantages of the social
networking sites on business to business marketing. B2B marketing indicates
the marketing of the business products to the other business through the
platform of social media. Thus, in this research, various benefits and
drawbacks are identified which is occurred by business through promoting
their products to other business with the use of social networking.
AIM:
To identify the benefits and drawbacks of social media marketing in context of
business to business marketing.
RESEARCH QUESTION:
What are the benefits and drawbacks of using the social network regarding business
to business marketing?
Research problem: It refers to the specific problems which is raised during
conducting the research. The major issues which is faced is relating to managing the
time as every activity requires adequate time and cost to collected the task. Thus, in
this case the research problems is raised in respect of completing the task within the
set time period. Another problem which is faced is relating to collecting and
interpreting the information from secondary sources. As the opinion of the authors
are different on particular point, thus it is tough to interpret the right information.
LITERATURE REVIEW
Advantages:
Lashgari and et.al., (2018) stated that the benefits of the social media
marketing in B2B is that it helps in increasing sales in the business. As if the
business directly linked with the other business, they are promoting their products in
larger way. It indicates that they are reaching to all level of market audiences and
also not setting any special strategy to target the particular segments. Thus, the
benefits which the business gained through marketing the products with other
business is relating to getting the exposure to grab the latest techniques emerging in
business.
Leong (2019) argued that the impact of technology is higher in respect of
increasing the business. As through the use of technology, they are dealing with the
business personally in respect of taking the order directly with them and also guiding
them about the usage of particular things. This results in getting beneficial through
saving time and also reducing cost in delivering any valuable things to them (6 Key

Benefits of Successful B2B Social Media Marketing Initiatives, 2020). Thus, the
benefits which is gained from social media is relating to using the technology in
better manner. This helps in building strong relationship with the business and also
they are interacting with each other without any barriers.
Dolan and et.al., (2016) suggested that through the social media platform,
they can generate new leads in the business by getting more links of the other
business if they already connected with the other business. Through this aspects,
they are can expand the brand awareness in respect of linking up with other
business and also increasing their rating in respect of dealing with their business. By
this manner, the benefits raised in respect of getting the effective lead generator
through the platform of social media marketing.
According to Kapoor and et.al., (2018) it helps in nurturing the relationship
through promoting the business with the use of social media platform. As in this
case, the social network is useful in respect of resolving the queries of the business
which they are facing regarding availing the products. As businessman are attracted
if they find the quick answers of their queries raised which results in retaining their
interest towards the other business. This is mainly useful in respect of getting
positive response from the customers (Richardson, Brinson and Lemoine, 2018). As
most of the business made the decision through reviewing the views of the customer
and also their criteria of selecting the products. This helps other business to connect
with the business and deal with them directly. Thus, benefits gained in respect of
dealing with the business directly and making profits through getting more exposure.
As per Brennan, Canning and McDowell (2020) the benefits which is gained
through social network is relating to conducting the market research and examining
the market place insights which results in increasing the trustworthiness in the
business. As through the social media sites such as Facebook, LinkedIn and twitter,
they provide the information which helps the business to interact with other business
and promote such services or goods which they are in need (Hartley, 2017). By
sharing the articles, news and working criteria helps in getting more trust worthy
business and also through the social sites, they personally examine the stability of
the business before exchanging any business activities.
Disadvantages:
Martincevic and Kozina (2018) viewed that the drawbacks which is carried by
the business regarding promoting the business though the social media marketing to
other business is relating to getting higher chances of infringement of the
documents. As business in respect of attracting more customer towards the business
or getting higher profitability from the existing business, they use the social media
platform to grab their strategies and target audiences and also the activities which
they adapt to manage the business.
Given, Winkler and Hopps-Wallis (2017) criticized that if business are dealing
with other business through the social network they had to spend more on appointing
the experienced person to handle the queries raised through online platform on
instant bases. As business retained with the other business only till they get the
answers on instant bases and also the problems are to be resolved in better manner

without bringing any confusion (Risks of Using Social-Media in B2B Marketing ,
2020). Thus, in such aspects the limitation raised in respect of recruiting the
expertise person to Handel the business matters in right way.
Grabher and König (2017) interpreted that if business are deal through social
network, then there are chances of hacking the business information through
hacking their official websites, client details and business finance and internal
information. As if the business deal with other business, they are sharing all the
detail and also the criteria which they use to accomplish the task. Thus, the chances
of hacking the information is higher which results in affecting the reputation and
goodwill of the business in larger way.
Zheng and et.al., (2020) examined that legal implication are the major barriers
which is faced by business regarding marketing their business with the other
business through the social media platform. As government imposed various rules
and regulation upon the social media platform to not copy or promote any sites
without their proper permission. As the matters are registered under the intellectual
property rights relating to copyright act, 1988 (Liébana-Cabanillas, Muñoz-Leiva and
Sánchez-Fernández, 2018). The legal rules are also imposed in respect of not
promoting the other company products or also not using their strategies to deal with
other business. Thus, the issues raised regarding imposing strict punishment if any
such conflict arise during marketing their business with other business online.
On the other hand Strathdee (2017) said that training is the major barriers
which results in changing the business strategies regarding interacting with other
business as per the set directions. As language issues is mainly raised in business
regarding interacting with other business with their own languages. It is not
necessary that every person belong to same background or the way of presenting
the thoughts is also similar (Subbian, Prakash and Adamic, 2017). In that case
issues raised regarding not conveying the accurate thoughts to the other business.
By this manner, the expenses of training had to bear in respect of providing accurate
guidance regarding using the social media sites and also interacting with other
business with full confidence and clear thoughts.
Olaniran (2018) suggested that through the stoppage of the internet services
or also government blocked certain social networking sites, it results in affecting the
communication between the businesses. As most of the business lies their
profitability through the social network and also they check the day to day activities
emerging in the social sites (Alghamdi, Watson and Xu, 2016). Thus, in respect of
facing stoppage in internet services it results in not serving the business in right
manner. Thus, conflict raised between the business regarding not conveying the
important things or also not sharing any document which results in facing losses in
the business.

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6 Key Benefits of Successful B2B Social Media Marketing Initiatives. 2020. [Online].
Available through: <https://svmsolutions.com/blog/6-key-benefits-successful-
b2b-social-media-marketing-initiatives/>.
Risks Of Using Social-Media In B2B Marketing . 2020. [Online]. Available
through: <https://www.nurturehq.com/tips/risks-of-using-social-media-in-b2b-
marketing>.