Social strategy makes a big splash for B2C brands, but many B2B companies are left scratching their heads. The problem lies largely in the misconception that when people are on unprofessional social networks like Facebook, they are in social mode, not business mode. Yet a recent stat from eMarketer found that 86% of technology buyers at B2B companies use social media over the course of their workday.

B2B brands that develop useful content will find the most success. In the cited article, Aaron Strout offered a useful example:

“If I’m a marketer and I’m looking for a new e-mail service provider (ESP) and I see that one of my professional friends has just “liked” a Constant Contact video on “10 Things You Should Know When Evaluating an ESP,” I’m heading over to check it out. If the video provides useful information how which ESP criteria I should be using, there is a good chance that Constant Contact is going into my consideration set.”

Key Takeaway: B2B social media marketing is fueled by content and oiled by sharing. Developing useful content will drive eyes to your site and leads to your door.

Read more at CommonSense, WCG’s blog

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