To integrate or not to integrate? Understanding B2B social media communications

Abstract

Purpose - Social media communications on platforms such as Facebook and LinkedIn can allow managers to interact cost effectively with trading partners. However, although most firms have an online presence on multiple social media platforms, the question remains as to whether marketers' widespread social media investments are beneficial for firms. The paper aims to discuss this issue. Design/methodology/approach - This paper presents competing hypotheses to explore how firms' investment in one form of social media impacts activity on another form of social media. To do so, the authors draw on a data set of 208 large Australian organizations using objective social media activity metrics that m..