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B2B Marketers Need To Be Mindful of Balancing Commercial Goals With Reach To Maximise Social Media Opportunities, says Punch

Businesses wanting to utilise the site need to ensure that the tone of their content is suited to the network – which might mean taking a different, less formal approach than in other channels.

“Take the top 10 most shared stories for example. The most shared article was by the New York Times and was regarding the Japanese earthquake. But, of the remaining nine, two stories referred to zodiac signs, two more involved dogs, and one was a video of a father-daughter dance medley. The more that marketers recognise the type of content themes that are valued by the community, the more they can meaningfully participate in conversations and consequently develop a commercial foothold with the community therein.”

Punch Communications is a PR, social media and search agency with a global reach and client base to match. For more information, please visit



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