So many people are engaging sort of social media, most B2B companies are not seeing the value of it for their marketing efforts. You can not look at it from an ROI standpoint, but more from a customer engagement standpoint. It is a great tool to educate or to get feedback from your customers.
Social media relies on openness, and for a lot of B2B companies that can be difficult. However when you look at your readers as partners rather than competitor, there is alot to gain. Establishing your leadership will come from sharing ideas, contributing to other’s blogs. Its is great tool to build a positive presence and make your company heard. But more importantly hear what your customers and leads are looking for. Your marketing effort will be more focused.
Your customers are already talking about your company online anyway. Why not listen to it?