Developing social media marketing strategies for B2B firms: a roadmap for future research

Purpose Social Media Marketing (SMM) has significantly transformed the marketing landscape, including its application within Business-to-Business (B2B) sectors. Despite the growing relevance, B2B organizations lack comprehensive frameworks to leverage their potential effectively. This study aims to address this gap by exploring the conceptual underpinnings and practical utilization of SMM within B2B contexts, mitigating existing challenges. Design/methodology/approach Through a literature review and thematic visualization, critical touchpoints for integrating SMM strategies within B2B organizations are discerned. Findings This study introduces a model emphasizing the identification of “Primary Consideration Overheads” and “Continuous Simultaneous Revisits” to facilitate strategic adaptability. It proposes the concept of an “Intertwined Networking Web (INW)” for continuous monitoring and alignment of marketing management strategies. The study identifies and explores five…