Business-to-business marketers' confidence in social networks is not misplaced, argues Phil Mershon, citing the 2012 Social Media Marketing Industry Report. A larger percentage of B2B marketers bring three years or more experience with social nets to the table, 18% to 14% compared with their business-to-consumer brethren. More than half (56%) of B2B marketers have forged new business partnerships using social nets, and almost 60% have seen better search rankings directly related to their social efforts. Social networks are not likely to replace other forms of marketing, but they provide an invaluable complement to other tactics, Mershon writes.

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