Many social media experts will have you believe that content is the key to successful marketing messages. There is a great deal to be said for that. Don't forget, however, that regardless of content type, you might as well not generate any content at all if your message misses the mark on creating an action.
There is a popular misconception that social media is only beneficial in a B2C environment. Nothing could be further from the truth, and I'm going to explain why. Let’s start by examining how most people perceive social media being used in a consumer-related capacity: