Social Media - Time for B2B to Join the Party

The advent of Web 2.0 – the use of social media tools for marketing – has created new ways to communicate, collaborate and share content. Businesses that market their products or services to consumers (B2C) were first to realise its potential, not least through social networking sites such a Facebook. But research suggests that the benefits can be just as significant for businesses that market to other businesses (B2B).