Social media is any on line promotional platform whereby firms seek to engage with other firms via platforms such as Twitter, Facebook, YouTube, LinkedIn etc.
The goal in social media is to engage more with the personality than with products or services. It’s all about personal branding, ego and demonstrating who you are and not what you do or the benefit that you offer.
Social media in a B2B setting does not work
Why? Because businesses buy products or services. They are not interested in personality, personal branding or ego. They just want to buy a solution to a problem, to scratch their itch. They seek solutions by looking for the closest thing they can to a solution and then fine tune it when they have a few options. But they certainly wont be buying based on an on line personality.
Only the very smallest firms might buy through social media connections, and one could argue that is more a B2C transaction as they are in essence buying for themselves and not as an officer of the company.
So my view is that if you want to sell to established businesses, focus more promoting what you do in terms that your audience understands. Make it clear what you are selling, the benefit the users get from using you and the process that you will use to make it happen.