External Communication: Social Media in B2C

As I mentioned here, external communication helps companies to connect with stakeholders outside of the organization. Companies transmit messages in order to influence external stakeholder’s opinions about a brand and its products or services. What is important, they use a different communication strategy for B2C (communication with retail customers) compared to B2B customers (communication with other businesses).

Main characteristics of B2C marketing are:
(source: Debra Murphy “Marketing for B2B vs. B2C – Similar but Different”)

  • Product driven
  • Maximize the value of the transaction
  • Large target market
  • Single step buying process, shorter sales cycle
  • Brand identity created through repetition and imagery
  • Merchandising and point of purchase activities
  • Emotional buying decision based on status, desire, or price

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Social Media in Internal Communications

photo credit: Krishna DeInternal communication is the function responsible for effective communication or trade among participants within an organization (source: Wikipedia).

Lee Hopkins in his blog define internal communication as “a subset of effective business communication, which is built around this simple foundation: communication is a dialogue, not a monologue… Internal Communication, in a business context, is the dialogic process between employees and employer, and employees and employees.” (Source: Lee Hopkins “What is Internal Communication”)

Principles of internal communication in B2B and B2C environment are pretty the same; the complexity of the topic is the only difference. B2C companies are building both on their brand and the image of their products, while B2B companies are more about their brand and reputation (compare the hotness of such communication topics as steam turbine service vs. super car service).

photo credit: Krishna De (cc)

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