Although B2C companies are ahead of B2Bs in social media execution, some brands are showing the way forward in the space, according to a Vivaldi Partners Group report. American Express, General Electric, Philips, Corning, Aon and SAP were cited for turning social media in customer consideration, purchases and loyalty. "We are now in the midst of changing, where things become mobile, where data, big data, multiple data sources come together. ... In this next stage of social media development ... there may be a level playing field between B2B and B2C," said Erich Joachimsthaler, Vivaldi Partners' CEO.

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