Earnest, a new London-based B2B agency, has put together a rather lovely video illustrating a bunch of research on how business-to-business companies are using social media. The point it makes is that B2B is, in many respects, ahead of B2C in this regard and that business-focused marketers need to get their act together to take advantage.
Of course, despite the impressive statistics on take up of social media by B2B companies, the picture on effectiveness is not so clear. Consider the following (all taken from various Forrester reports):
With limited budgets, B2B marketers must clearly prioritise where they put their focus. As much as social media is seductive (and effective in part) it is not the only answer or even always the best answer.
Anyway, it's a good video. Take a look.