Skip to main content

B2B Social Networks Enabling Collaboration


A recent eMarketer assessment asked the pointed question, do business and online socializing actually mix? Apparently so, they conclude. As the number of business users of social networks continues to increase, advertising expenditures will rise.

In the U.S. this year, advertisers will spend $40 million to reach a business audience on online social networks, and that is just the beginning. According to eMarketer projections, that ad spending will reach $210 million in 2012.

"As compelling as the ad growth is, marketers will spend far more over the next few years to create and manage their own social networks for business customers, partners, suppliers and vendors," says Debra Aho Williamson, senior analyst at eMarketer.

"These business networks will serve a range of purposes, from improving customer communication and collaboration to aiding product development."

A clear sign of the revolution in business thinking and behavior is the popularity of LinkedIn -- the most widely known professional social network -- where the audience has more than doubled in the past year, and the rise of additional business-oriented networks, including a raft of networks aimed at verticals.

I personal don't believe that LinkedIn qualifies as a "social" network, but that's a topic better left for another time and place.

Vertical industry networks targeting just about any job description or category are proliferating. Among the most prominent are ITtoolbox, a 1.3-million-member community of information technology professionals; Legal OnRamp and LawLink for attorneys; and Reel-Exchange, for film and video professionals.

"Even Facebook has become a de facto B2B social network," says Williamson, "simply because so many business executives have joined it in the past year."

The giant social networking site may not consider itself to be in the B2B space, but a June 2008 deal with Visa, which created an application called Visa Business Network for small businesses on Facebook, signals that it will probably attract more advertising aimed at a growing business audience.

"With the growing popularity of professional social network Websites, businesspeople are changing how they build professional relationships and find jobs," says Williamson.

Popular posts from this blog

Wireless Solutions Advance Work from Home Trends

Despite a challenging backdrop from the ongoing effects of the global COVID-19 pandemic, the negative impact on fifth-generation (5G) wireless supply chains has been minimal compared to the wider mobile smartphone market. This led to 5G mobile devices becoming more diverse, brought to market quickly at a variety of price points, thereby accelerating affordability and adoption. The mobile market is transitioning to 5G and many leading vendors are now exploring the low-priced 5G smartphone segment. According to the latest worldwide market study by ABI Research, 681 million 5G handsets will be shipped in 2022. Therefore, the race is on for OEMs to find that all-important level of differentiation in their flagship portfolios to help boost margins and improve market share. 5G Wireless Market Development Vendors continue to drive the adoption of new product designs, screen technology, chipsets, and camera setups -- notably within the flagship smartphone segment. Meanwhile, the leaders seek a

Software-Defined Infrastructure: The Platform of Choice

As more organizations adapt to a hybrid working model for their distributed workforce, enterprise CIOs and CTOs are tasked with delivering new productivity-enabling applications, while also seeking ways to effectively reduce IT cost, complexity, and risk. Traditional IT hardware infrastructure is evolving to more software-based solutions. The worldwide software-defined infrastructure (SDI) combined software market reached $12.17 billion during 2020 -- that's an increase of 5 percent over 2019, according to the latest market study by International Data Corporation (IDC). The market grew faster than other core IT technologies. The three technology pillars within the SDI market are: software-defined compute (53 percent of market value), software-defined storage controller (36 percent), and software-defined networking (11 percent). "Software-defined infrastructure solutions have long been popular for companies looking to eliminate cost, complexity, and risk within their data cente

Digital Identity Verification Market to Reach $16.7B

As more enterprise organizations embrace the ongoing transition to digital business transformation, CIOs and CTOs are adopting new technologies that enable the secure identification of individuals within their key stakeholder communities. A "digital identity" is a unique representation of a person. It enables individuals to prove their physical identity during transactions. Moreover, a digital identity is a set of validated digital attributes and credentials for online interactions -- similar to a person's identity within the physical world. Individuals can use a 'digital ID' to be verified through an authorized digital channel. Usually issued or regulated by a national ID scheme, a digital identity serves to identify a unique person online or offline. Digital Identity Systems Market Development Complementary to more traditional forms of identification, digital identity verification systems can enhance the authenticity, security, confidentiality, and efficiency of