That suggests that social media is great for consumer products. Does it work for B2B or other kinds of marketing?
EQ: We get a lot of the B2B questions. And the answer to that is it’s huge, because social media is a lot about relationship building. And you could argue that in B2B you have a smaller pool of clients and the relationship is that much more important. So it doesn’t replace the face to face, it just strengthens your current relationship. It allows you to be in touch more often with your most important clients. Then the second piece is that companies can see downstream past their client into their client’s customer, so they can see the pain points. If you’re selling chips — let’s say you’re Intel and you’re selling chips to Dell and also Apple — you can see the pain points of the customer by seeing the conversation on Facebook, on Twitter and all these other social media tools, so you’re a step ahead of the game. DW: So it actually becomes a type of market research. EQ: Yes, it’s all transparent, if they roll up their sleeves and use social media as a type of a focus group i.e., collecti
