A B2B client asked us that question recently. And it’s a good question. What’s in it for his company? Where’s the payoff? Why should he care? Those are even better questions. So here’s our answer. Once you cut through all the hype and the buzzwords, social media is just another channel to use to talk with your key audiences. It really doesn’t really matter what kind of audience. Social media is user-driven, and social media users self-select what communities they want to belong to based on their interests. What social media you decide to leverage is up to you. LinkedIn? Absolutely. Twitter? Definitely. Facebook? Sure, if that’s what your key audiences are comfortable with. Looking at it that way, social media is just business as usual.