Consumer-oriented companies have found myriad ways to harness the power of social media. But b-to-b companies? Not so much, Sarah Needleman writes. Most companies are focused on engaging their customers online, so suppliers can get overlooked. To get around that obstacle, some b-to-b providers try to connect with the individual behind the brand. "B-to-b buyers are people, which means they are on Facebook. You need to be where they are," says Tim McLaughlin, a Web-strategy consultant who uses Facebook, Twitter and LinkedIn.
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