Managing relationships on social media in business-to-business organisations

Abstract Social media (SM) constitutes a valuable source of market intelligence, characterised by great ease and efficiency interactions between networked partners, facilitation individual expressions self brand engagement. Thus, SM can enable interaction, collaboration, networking, thereby strengthening the relationships actors within networks. Nonetheless, research into B2B organisations usage for relationship management remains limited, fragmented lacking strategic direction. To expand current state theory, we draw upon twelve case studies concerning tactics acquiring new potential relationships, building reputation online, engaging with business partners. Results show four distinct engagement strategies that tend to employ when implementing marketing strategies. The provide an insight approaches organisations, how are structuring themselves managing their resources respond this opportunity.