Business-to-business firms may market business-oriented products and services, but their customers are ultimately individuals. Avoiding social media could mean missed opportunities. March 2010 research from marketing automation firm Genius.com and BtoB magazine found that about one-half of business-oriented marketers are staying away from social tools such as blogging and Twitter. Facebook was more popular, with nearly three-fifths participating, and business-focused social network LinkedIn was used by three-quarters of B2B marketers.
