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"Having a relationship is deeper and carries with it far greater benefits."
Good point particularly in the b2b market where building trust is vital particularly in the purchasing of capital goods and high value services and that invariably means face to face contact.
Social media is another tool in the marketeers armoury, its not the 'holy grail' what counts is how you use it and what you use it for. Back to the marketing basics, what are you trying to achieve? who is the customer or prospect your trying to convince?, what are their needs and wants? how are you going to get your message across to attract them and how are you going to meausure the success (or not) of your efforts?