Who needs social media marketing?
B2C organisations aim to connect directly with the consumer therefore social media is an obvious medium to do so. Although B2B companies aim to sell a product or service to another business, a salesman sells to the key decision maker not the entire organisation. For that reason, publishing content that appeals to the key decision-making unit is of high importance and social media is a viable medium, namely LinkedIn. Whereas B2C organisations are likely to focus on platforms such as Instagram, Facebook, Twitter and TikTok.