Social Selling: A Comparison of Social Media Usage Across Process Stage, Markets, and Sales Job Functions

Moore, Jesse N.; Raymond, Mary Anne; Hopkins, Christopher D.

doi:10.1080/10696679.2015.980163

Cited by 61 publications

(38 citation statements)

References 44 publications

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“…Employees often are able to utilize both proprietary internal systems and publicly available social media when communicating externally with customers. Employees must therefore choose amongst a suite of social media options in order to communication -both internally and externally -as they strive to address a wide array of organizational goals [14]. In the context of the sales process, it is thus important to understand the connections between the affordances of a given technology, and the way in which the technology is selected and used for a given purpose by a seller.…”

Section: Affordances Of Social Media In Organizationsmentioning

confidence: 99%

Social Media Affordances and Sequential Use to Engage Clients During the Sales Process

Weber¹,

Haseki

2019

Proceedings of the Annual Hawaii International Conference on System Sciences

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Social media has changed the ways salespeople communicate and build relationships with clients. This study explores how social media are integrated into the communication repertoires of sellers using an affordances framework. Based on data from a large multinational corporation, seller strategies used to build and develop relationships with customers are analyzed. The findings reveal that employees strategically select media that allow for common affordances in order to build stronger client relationships. The discussion outlines practical implications for managers, and aligns the process of social media selection with the sales cycle based on capabilities afforded by various media choices. 2. Organizations, Social Media and Client Communication As the use of proprietary and public social media in large multinational organizations grows, organizations are focusing on how social media tools can be utilized by sellers as part of the sales process. Social media have made communication more instantaneous by allowing sellers to respond faster to communication from clients, demonstrating the perceived importance of social media as an external communication tool [10]. External engagement via social media is beneficial because interactions may result in increased connectedness with clients [11]. Yet social media is not the only tool available to sellers; rather most large multinational organizations provide sellers with a repertoire of ICTs from which the seller must select the most appropriate tool to engage with clients. As a result of the trend towards availability of multiple communication tools, prior research establishes that organizational members often use multiple media to communicate with others at work [12], but has not explicitly focused on how communication tools are selected. Building on prior research [13], we use an affordances lens to examine the use of multiple media in external communication processes (e.g. the sales process).

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Section: Affordances Of Social Media In Organizationsmentioning

confidence: 99%

Social Media Affordances and Sequential Use to Engage Clients During the Sales Process

Weber¹,

Haseki

2019

Proceedings of the Annual Hawaii International Conference on System Sciences

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“…However, salespeople only indicated these platforms were sometimes used during their sales campaigns. This is an important finding as Moore et al (2015) found integrating social media into outbound selling efforts of a B2B salesforce is a critical component of selling for nonsport business. Particularly, usage rates by sales managers appears to be high, as positive results are beginning to manifest for socially connected salesforces.…”

Section: Social Media Platforms and Ticket Sellingmentioning

confidence: 73%

“…In sum, these suggestions are meant to highlight the ability of social media to be a customer engagement mechanism at all steps of the selling process. Subsequent research has indicated sales professionals in B2B environments are using these strategies to drive sales (Moore et al, 2015). However, when examined at each step of the sales process, it is clear salespeople are incorporating social media more regularly when attempting to understand and approach customers as well as when attempting to provide service than at the other steps in the middle of the process (Moore et al, 2015).…”

Section: Social Selling and The Sales Processmentioning

confidence: 99%

Social Media and Outbound Ticket Sales: Examining Social Media Strategies Among Top-Performing Salespeople

Warren

2016

JASM

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This paper examines current implementation of social media strategies by ticket salespeople. A sample of 126 ticket sales professionals across professional, collegiate, and minor league sport responded to a survey measuring social media usage rates across a variety of platforms, social media use throughout the sales process, and sales performance. Results indicate that overall ticket salespeople are not incorporating social media into their regular sales initiatives. However, topperforming sales professionals do tend to use social media more regularly than baseline ticket sales representatives when approaching and discovering the needs of their customers. Given the rise of social media as a business-to-business communication medium, ticket sales managers should consider incorporating more training and empowering their salesforces to leverage social media to facilitate greater sales success.

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“…Moore et al [20] investigated the use of social media between b2b and b2c salespeople. By using survey data from 395 sales professional from different industries they found that B2B sales managers use social selling tools significantly more frequently than B2C managers and B2C sales representatives while conducting sales presentations.…”

Section: Social Media Usementioning

confidence: 99%

Use of Social Media by b2b Companies: Systematic Literature Review and Suggestions for Future Research

Dwivedi

Ismagilova

Rana

et al. 2019

Lecture Notes in Computer Science

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Social media plays an important role in the digital transformation of businesses. This research provides a comprehensive analysis of the use of social media by b2b companies. The current study focuses on a number of aspects of social media such as: the effect of social media; social media tools; social media use; adoption of social media use and its barriers; social media strategies; and measuring the effectiveness of the use of social media. This research provides a valuable synthesis of the relevant literature on social media in the b2b context by analysing and discussing the key findings from existing research on social media. The findings of this study can be used as an informative framework on social media for both academics and practitioners.

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Social Selling: A Comparison of Social Media Usage Across Process Stage, Markets, and Sales Job Functions

Cited by 61 publications

References 44 publications

Social Media Affordances and Sequential Use to Engage Clients During the Sales Process

Social Media Affordances and Sequential Use to Engage Clients During the Sales Process

Social Media and Outbound Ticket Sales: Examining Social Media Strategies Among Top-Performing Salespeople

Use of Social Media by b2b Companies: Systematic Literature Review and Suggestions for Future Research

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