The B2B Social Web - More Than a Marketing Tool

Yes, it is! I know, the media is all in a frenzy about social media, all your friends are on facebook and Twitter is starting to bug you. Me too, sometimes. But, I find all these web 2.0 tools useful, but I use them for different purposes. Social media is like Chinese food. Somehow, when you make it at home, it always tends to taste the same. At least for me. That's because whatever I choose to make, I tend to use the same spices - because that's all I have in my cupboard. So, of course, my dishes tend to take on a similar flavor profile.

So, cooking with all the same spices is like using the same web 2.0 tools for all your social-business needs. The results will be similar. Choose the right tools for your social media strategy and measure its impact. Them swap them out until the objectives are met.

The future, as I see it for the social web, is B2B utility. Utility is needed when there is a problem to solve. In the foodservice industry, particularly at the unit-level, business solutions fall into four primary buckets: Business CRM, Social CRM, Workforce Collaboration and Business Productivity. By using readily available SaaS solutions developed specifically for the restaurant industry, an operator can leverage Web 2.0 and social media creating a powerful management system that promotes efficiencies. Cloud computing is finally here for foodservice. From purchasing and supply chain transparency through managing customer loyalty programs and mobile marketing initiatives, social media is in the middle of it all. How? By engaging all stakeholders via the social web and delivering information bi-directionally. Collaboration between all stakeholders is a must today.

FohBoh 2.0 is the first step in delivering integrated technology and social business solutions to the foodservice industry. While B2C is cool, and driving new customers to your restaurant door is compelling, you still need B2B social tools to engage and communicate interactively with them to measure success. Social networking is a part of your communication strategy, but should also be incorporated into your B2B strategy as well.

You also need to control commodity costs and real-time interactive conversations relationships with your vendors and access to manufacturers. It's a new game with new business models, new tools and technologies that are cheap and easy to bolt on. However, technologies need to be unified before true utility is obtained. Look for SaaS solutions for foodservice that offer fully integrated and unified connectivity under a single log-in beginning this year. This will finally make restaurants smarter and offer something truly valuable to business. B2B Social media is as powerful as B2C social media. Successful restaurant operators will need to be fluent with both.