1. The customer must initiate something in both search and social media. With search the customer is coming and saying "I am interested or want to know more about this now." With social media, the plan is people will share the info with others.
2. Social Media tends to be more entertaing from B to C but the same cannot be said from B to B. In B to B folks are looking to solve problems. This is where you must be the expert and help to resolve common issues.
3. We as marketers have to come to terms with the fact that most people doing searches are not necessarily looking for your company. So its important to think about the key words or terms that defines your company.
4. Marketers especially of B to B companies need to adopt direct marketing. Its important to fully grasp how much it is worth for each new visitor to come to your site.
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