The end of the supply chain (retail) is probably the only place that makes any sense for any kind of social media activity. At least that’s the common belief. What would a supplier, manufacturer, 3PL, or any other part of the supply chain hope to gain from a Facebook page, a Twitter stream, or even a Google+ account?
The answer is that it depends on what your goals are and who you are trying to reach. There is also a difference in social media platforms, how they work and what you can reasonably expect to accomplish with each. Rather than list them and their possible uses, it’s more important that a company develop a set of goals and then a strategy to accomplish those goals.
Disregarding retailers, who have fairly obvious uses for social media for engaging with customers and developing positive impressions of the company, other supply chain participants…
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