Page "Customer relationship management" Paragraph 34

Some analysts take the view that business-to-business marketers should proceed cautiously when weaving social media into their business processes.

These observers recommend careful market research to determine if and where the phenomenon can provide measurable benefits for client interactions, sales and support.

It is stated that people feel their interactions are peer-to-peer between them and their contacts, and resent company involvement, sometimes responding with negatives about that company.