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However, although most firms have an online presence on multiple social media platforms, the question remains as to whether marketers\u2019 widespread social media investments are beneficial for firms. The paper aims to discuss this issue.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Design\/methodology\/approach<\/jats:title><jats:p>This paper presents competing hypotheses to explore how firms\u2019 investment in one form of social media impacts activity on another form of social media. To do so, the authors draw on a data set of 208 large Australian organizations using objective social media activity metrics that measure business-to-business (B2B) audience engagement.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Findings<\/jats:title><jats:p>The findings suggest that widespread social media activity on LinkedIn, Twitter, and YouTube negatively affects a firm\u2019s marketing activity on Facebook. The results indicate that having a social media preference whereby firms focus on a specific social media platform is more effective in forming successful inter-organizational relationships than a multiplatform approach.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Originality\/value<\/jats:title><jats:p>The study contributes to the sparse research that seeks to leverage social media for audience engagement beyond a business-to-consumer context. The study\u2019s findings provide insights into the key mechanisms that underlie firms\u2019 B2B social media strategies, and in so doing, offer a fresh perspective on the importance of interactive marketing communication.<\/jats:p><\/jats:sec>","DOI":"10.1108\/oir-04-2016-0116","type":"journal-article","created":{"date-parts":[[2017,11,30]],"date-time":"2017-11-30T07:14:56Z","timestamp":1512026096000},"page":"73-92","source":"Crossref","is-referenced-by-count":30,"title":["To integrate or not to integrate? 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