Marketers love social media (ooh, especially the political infighting and cat gifs). In fact, 83 percent of them do, making creating a social community a primary tactic for B2B marketing. So, why is it that many B2B companies have such shocking social media channels? It’s harder for B2B companies to stand out on social media, that much is true. B2B marketing is always going to be more complicated than consumer marketing, so differentiation isn’t easy to find. Sure, companies can create cool campaigns on social media and put out the occasional contest, but then it’s the same marketing spiel as every other day. More likely than not, companies have little passion for their social channels. However, don’t let the numbers fool you. Just because a business has a low social presence doesn’t mean they’re on Facebook or have no Twitter. Building Content: Your content is your foundation. From there, you can share it across all social media channels and build upon it to create new content. ...