Byline: CAROL KROL
Social media such as blogs and podcasts are giving customers a platform from which to speak with companies as peers. Learning how to harness that development for marketing was the hottest topic at the Direct Marketing Association's B-to-B Marketing Conference in Orlando, Fla., last week.
Who would have suspected IBM Corp. would have 10 different official groups on Facebook? Or that DuPont would feature Web personality Amanda Congdon in online videos promoting industrial products to 18-to-24-year-olds interested in science and distribute them on YouTube as well as on influential blogs?
These two marketers say social media has become a part of their strategy. "All of these things are …
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