Thanks to social media, companies open to consumers as no one expected. And it does not matter how active or passive the company is in its communication through these new media channels. This is a new opportunity to build, strengthen, or, on the contrary, loose all customers' trust. Does this apply in B2B as well ask in B2C?
In B2B, companies are allowed much more than in B2C, because it does not make much sense for their clients to go public about their discontent. The best example is the behavior of large retailers to their suppliers. How often would they publicly complain about the practices, such as fines for unsold goods? They will not take the chance of loosing a big customer. Instead, they move on and suffer.
It seems that consumers will continue to monitor bad practices in companies. After public complains, firms will publicly apologize and take actions to gain back the trust of customers. Customers will praise companies that treat them well. However, unlike in B2C, unacceptable business practices in B2B will continue to be tolerated in order not to loose strong business partners.
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