Abstract
Business-to-business (B2B) firms are increasingly using social media platforms to engage with their customers as they seek to maintain and grow their relationships with customers. This study examined the social media communication objectives of B2B firms at the exploration, expansion and maturity phases of the relationship life cycle. Social media experts were interviewed regarding social media efforts and objectives. The objectives observed in practice were contrasted with theoretical recommendations of appropriate objectives at corresponding phases of the relationship. Several gaps between practice and theory were identified. Further research is necessary to better understand those social media communications objectives deemed important in practice but for which there is little theoretical support.
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