Blog – B2B Forum

2026-02-022026-02-02AI, Engagement, Social Media, Uncategorized

Evaluating the Impact of Storytelling Elements on Social Media Stakeholder Engagement: An AI-Driven Approach

Social media has become one of the most critical channels through which organizations engage stakeholders and shape public discourse. Yet, while much research focuses on what kind of content performs best, surprisingly little has examined how storytelling, specifically, drives meaningful engagement — particularly in the context of policymaking and corporate communications. The […]

2024-11-272025-03-14Social Media

Digital Content Marketing on Social Media Across the B2B Customer Journey: The Effect of Timely Content Delivery on Customer Engagement

Gartner (2020) found that, when considering a purchase, the average enterprise buyer spends only 17% of their time meeting with potential suppliers, while 27% of their time is spent on independent online research. The article by Salonen et al. demonstrates that rather than trying to understand what constitutes engaging content […]

2024-11-132024-11-13Social Media

Effectiveness of B2B social media marketing: The effect of message source and message content on social media engagement

Social media has become an essential tool for the B2B marketing strategy, platforms such as LinkedIn, Facebook or X are increasingly used to improve communication with customers and stakeholders. These offer a new channel to provide information, promote products and services, increase brand awareness and reputation, and ultimately drive business […]

2024-08-162024-08-16Social Media

Using linguistic features to predict social media engagement: Proposing an approach based on machine learning and natural language processing

Social media customer engagement plays a crucial role in the growth and success of B2B businesses. From a two-way communication perspective, knowing if a social media post will engage customers is of great value. The main purpose of this research is to evaluate the use of linguistic features and machine […]

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2023-09-182023-09-20Social Media, Uncategorized

Some Management Recommendations for Creating Quality Content Online

The creation of high-quality content has become a cornerstone of any successful online marketing strategy. In recent years, businesses worldwide have recognized the power of social media in reaching their target audience, building lasting relationships, and enhancing their online presence. However, crafting quality content on social networks goes beyond sporadic […]

2023-09-042023-09-18Social Media

Maximizing User Engagement on Social Media in B2B

In the ever-evolving world of B2B commerce, social media has emerged as an indispensable platform for building relationships, increasing brand awareness, and fostering customer engagement. While social media has long been associated with the B2C sphere, its relevance in the B2B sector cannot be underestimated.The key to harnessing these platforms […]

2023-08-072023-09-18Social Media

The use of Social Media in B2B: Some statistics to enhance your Marketing strategy!

Nowadays, social media plays an essential role in the business and marketing world, and the B2B sector is no exception. Social media platforms offer B2B companies unique opportunities to establish connections, strengthen their online presence, and generate qualified leads. However, to succeed on social media as a B2B company, it […]