Social media has developed quickly and is changing the way that people interact with information and communicate. While most companies will recognise social media's importance for B2C (Business to Consumer) marketing, the B2B (Business to Business) market still remains relatively underdeveloped.
This is not a surprise, given the self-image that many B2B companies have.
It is hard to get excited about an adhesives company, even if it is yours. And this is emblematic of the issues that the B2B sector has when using social media.