Sociala Medier som kommunikationskanal för B2B-företag

Sammanfattning: The purpose of this thesis is to show what advantages and opportunities social media offer for B2B-companies (business-to-business), and how they can be used for marketing communications. We have studied how companies can use social media, for example evolving the organization, developing products/services, staying up-to-date, building relations, creating customer loyalty and engagement, building the company’s identity and image, and affecting the buying decisions. We have also studied how B2B-companies can choose media channels, set goals, and measure the results. We have carried out interviews, through phone and visits, with four chosen companies that fit our criterias: Swedish B2B-company that is successful in social media. The result of the interviews show that B2B-companies use social media for various purposes, for example networking (to create and build long term relations with other companies) and to improve the company’s image among the end customers. Most of our interviewees reach their end customers (consumers) in first place and customers (companies) in second place, since many B2B-companies do not yet use social media. Half of our respondents mention that social media should not be used for advertising and campaigns (one way communication). Instead they should be used for building relations and conversations (two way communication). The majority of our respondents believe that it is essential to participate in the social channels where their consumers are, and let the target group control the choice of the channels. By being next to the consumers, a relationship will be formed that will lead to an increased loyalty. Three of the interviewed companies have noticed a growth in demand and sales, and a better recognition of the company. Most of our respondents are strongly convinced that their presence in social media has an effect on the customers’ buying decisions, though they cannot statistically prove it. They do however see that the preference that individuals form around the brand have a significant meaning. All of the companies that we interviewed state that they use both quantitative and qualitative measurements to find out what effect their activities in social media have on sales, commercial benefits, and what subjects that will raise interest and engagement. From one extreme to another, one of the companies can directly see, with help of statistics, if the activities in social media are increasing the sales, while another company claims that it is impossible to jump to conclusions about that connection, since there are many things that affect the customers’ buying decisions.