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 central themes: “Social Media Adoption and Selection, Accelerators and Inhibitors, Strategy and Execution, Change Management, Internal User Adoption,” and “KPIs and Measurement,” offering a comprehensive understanding of Social Media Marketing. Research limitations/implications The study adds to the body of knowledge about social media marketing by providing insights into and a framework for summarizing B2B social media strategy. We have focused broadly on customer, brand, and marketing. However, other aspects of social media may be explored in the context of B2B enterprises. Social implications With the formulation of seven themes, this study provides a novel viewpoint to managers, decision-makers, and researchers to execute a comprehensive social media marketing approach across their entire marketing, business strategy, and research. Originality/value By scrutinizing the roles of marketing management actors in B2B firms utilizing SMM, this paper establishes a foundational marketing strategy framework. This framework, complemented by a structured model, aims to alleviate core challenges, augment operational efficiency, and enhance organizational functionality within B2B contexts.