Although business-to-consumer companies are ahead of business-to-business firms in social media execution, some brands are showing the way forward in the space, a Vivaldi Partners Group report says. American Express, General Electric, Philips, Corning, Aon and SAP were cited for turning social media into 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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