Social media channels can yield valuable information about your publics' perception of the company. By monitoring the conversation about your products, services, executives, brand image, and more, companies can manage their brand before others do it for them. If your company is aware of what is said, and you are active in -- better yet, leading -- the conversation, your company stands a better chance of correcting inaccurate information and marketplace missteps. Take the emotion out of it and respond quickly and with sincerity, as you would via any communication channel.

Social networks allow B2B executives to build a more customer-centric organization. Creating this channel for customers, partners, and other influencers to provide feedback on your products and services can result in marketplace momentum. Your customers are using and reviewing your products, so why not pick their brain to help give your company a competitive edge?

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