Social Media: New challenges for IT corporate marketing

The author explores the increasingly important role that social media -and particularly social networks- are playing both in conversations with private purposes and Business-to-Consumer (B2C) communications. It also highlights their limited adoption rates for Business-to-Business (B2B) marketing initiatives. The final conclusions are referred to those companies which design, produce or distribute software solutions that sometimes have been nominated by users as ¿Lovemarks'. This book draws a general overview for the current situation of social media, their integration within 2.0 platforms, and the new possibilities that they offer for marketing and corporate communication. Some important concepts like ¿marketing-oriented companies¿, ¿conversations¿, ¿trust¿, ¿loyalty¿ or ¿customer-oriented¿ initiatives will be emphasized. New opportunities for interacting and capturing the audience¿s feedback will also be pointed out. Furthermore, technological implications about blended marketing initiatives will be discussed.