Abstract
Does social media work in a business-to-business (B2B) market? Can it drive revenue? The answer to both of these questions is absolutely! But only if you have a strategy that your business is committed to, from the chief executive officer (CEO) downwards. This paper acknowledges the difficulties that many practitioners face when convincing their leaders of the value of social media, and it provides an overview of how to approach writing a solid social media strategy that aligns with your business goals and objectives. It will guide you on how to convince your management and executive teams of the value of social media as well as how to gain buy-in and support from across the business, including, crucially, your sales team.
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