Not entirely sold on the merits of social media as a marcom tool? You certainly aren’t alone. Despite the press it’s getting, a lot of B2B marketers are still searching for meaningful ways to integrate social media activities into their marcom programs. Like any new medium, it will take a period of trial and error, wins and losses, to determine which marketing objectives are well served by social media tactics and which aren’t. In the meantime, there is one area where the use of social media is a bit of a no-brainer; competitive research and tracking.
