Well, the good news is that businesses have finally come around to the idea that social media is a ripe playing field for their B2B marketing goals. Don’t feel bad if you were late to the party; any place with such an over-abundance of cat videos and Justin Bieber fans would confuse anyone as to whether or not it was the proper arena to conduct business. But the diversity of content and audience is all part of the charm and potential of social media, and when navigated properly, the potential ROI for almost any industry is huge.
Unfortunately, the whole B2B/social media relationship isn’t without its own set of growing pains as well. Which is, naturally, to be expected; as exemplified by the aforementioned cat videos and pop stars, figuring out exactly how your business ought to engage on these platforms isn’t perfectly intuitive, nor have these channels been around quite long enough for their to be a widespread, well-established protocol. As a result, a great many businesses are not only failing to maximize the benefit of being present on social media, but they might also be hurting themselves.