The different characteristics of B2B and B2C markets affect the traditional marketing communication mix as well as the social media content strategy. However, it is seen that while some B2B companies have adopted well to social media, the others tend to imitate B2C companies in social media existence. This study aims to figure out which MARCOM tools are intensified in social media and if it works or not. For this purpose, every single social media post of 40 Turkish B2B SMEs have been classified into MARCOM tools and then the interaction performance of each post have been measured via engagement rate formula. Thus, evidence gathered to figure out what kind of content serves best in which social media platform for engagement and interaction. This study is believed to be a general guideline for selecting the right MARCOM mix in social media for B2B companies –at least- for B2B SMEs in Turkey.
}, number={2}, publisher={Afyon Kocatepe Üniversitesi} }