Is social media simply a bad choice for B2B?

Xerox’s CMO remarked that the brand’s promoted tweets haven’t been met with the best reaction and that Pinterest doesn’t work for everyone. The comments got a mixed response.

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That’s what Xerox is figuring out. At the Digitas NewFront conference in New York last week, the company’s chief marketing officer, Christa Carone, said of sponsored tweets, “I’m not sure it works for our campaigns and our messaging.”

She went on to ask other marketers, “Is Pinterest really where you want to go right now?” Carone said chief information officers of big businesses aren’t going to make multi-million-dollar deals via social media.

Though some commentators found Carone’s comments indicative of a pre-social-media mindset, several social media experts said she’s just being realistic about identifying what works and what doesn’t.


In a comment on’s article reporting her remarks, Carone explains that she believes “in experimenting with the rich array of media sources available to us today.”

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