Analysis of content creation in social media by B2B companies

Abstract

Purpose

The present study aims to examine how business-to-business (B2B) marketers can influence content creation in social media. Social media tools are becoming an interesting component of B2B marketing because of the roles of personal relationships and interactions in these markets. However, research has not approached social media content creation from a B2B marketing perspective.

Design/methodology/approach

Social media tools are becoming an interesting component of B2B marketing because of the roles of personal relationships and interactions in these markets. However, research has not approached social media content creation from a B2B marketing perspective. The present study examines how B2B marketers can influence content creation in social media.

Findings

The paper proposes that B2B firms engaging in social media as part of their marketing efforts should carefully consider the roles and activities of various users, which are directed to and by different internal and external users. B2B companies can influence content creation in social media directly by adding new content, participating in discussions and removing content through corporate user accounts and controlling employee social media behavior or indirectly by training employees to create desired content and performing marketing activities that influence other users to create content that is favorable for the company.

Originality/value

The study contributes to the theoretical discussion over B2B marketing communication and the role of social media in it.

Citation

Huotari, L., Ulkuniemi, P., Saraniemi, S. and Mäläskä, M. (2015), "Analysis of content creation in social media by B2B companies", Journal of Business & Industrial Marketing, Vol. 30 No. 6, pp. 761-770. https://doi.org/10.1108/JBIM-05-2013-0118