There may a lot of hype around social media as a sales and marketing tool, but it has yet to gain significant traction in the business-to-business space and results vary by industry, says Avanade CEO Adam Warby. Businesses need to look at their customers' needs and their employees' strengths before committing to a social media effort. Warby says Web 2.0 and social media tools are best used for collaboration efforts in the B2B realm.

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ZDNet (Asia)

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