Despite the increasingly popular, effective and constantly evolving nature of social media, many B2B marketers are still hesitant to dip their toes in the water, Business2Community reports.

Hansen Lieu, director of solution marketing for CRM at customer relationship management firm SAP, explained to the news source that in a recent meeting with B2B companies, a mere one-fifth of attendees said they planned to launch a social media campaign in the coming year, while the majority said they had no plans to at all.

This is counterintuitive, the news source notes, because in order to improve customer engagement, marketers must interact with the people they're dealing with. And according to a recent comScore report, 1.2 billion users – or 82 percent of all internet users – currently have social media accounts.

Furthermore, Business2Community adds that social media platforms can be beneficial because they "influence opinions, (allow managers to) respond to complains, interact with customers and prospects, generate leads, provide instructions and training and encourage positive word of mouth."

Social media is a way for B2B companies to demonstrate to vendors who they are and how they are better than the competition. 

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