This is a difficult topic. Both platforms, linkedIn and XING have recognized the need for B2B connections by introducing company profiles and enterprise groups. These facilities are used by many companies and provide a basis for the exchange or information between employees and other group members, mostly with very professional design and guidance. This is also the case for those companies offering products which are clearly not for consumers, for example Scania and IBM.
Company profiles do not offer more information than the company web sites, but groups do allow a new kind of interaction by making it easy for members of the community
- to exchange information amongst themselves,
- to learn from employees who may not be available through normal support channels
- and to involve other community members who have something to contribute but would not normally register on the web site of the company.
Many of the groups are technically oriented, providing interesting opportunities for open innovation.
Profiles and groups need to be permanently monitored and guided to be successful. This costs time and effort. It remains to be seen if returns offset the costs involved. Since returns are hardly quantifiable, the ROI cannot be measured. This is similar to value of presentations at exhibitions – the costs are known, but the effect in terms of sales remain questionable.
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