Harnessing opportunity in the new wave of thought leadership: The mechanics of elevating B2B customer relationship performance through social media

Abstract

Purpose

This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

This research paper's model reveals that pursuing a thought leadership strategy through social media is a reliable way of achieving better brand performance, which also leads to improved customer relationship performance. Investing in social media capability and thought leadership capability sets a company up well for sustaining themselves down the long road of investing in their brand with relentless high quality content marketing.

Originality/value

The briefing saves busy executives, strategists and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

Citation

(2020), "Harnessing opportunity in the new wave of thought leadership: The mechanics of elevating B2B customer relationship performance through social media", Strategic Direction, Vol. 36 No. 1, pp. 36-38. https://doi.org/10.1108/SD-10-2019-0202