Social media strikes me as inappropriate for the vast majority of B2B businesses. In the course of some freelance work I came across a dental supply company wh

Social media strikes me as inappropriate for the vast majority of B2B businesses. In the course of some freelance work I came across a dental supply company where you could "share" or "like" every single product. I have yet to see business case for a customer publicly "liking" spit cups or custom-engraved toothbrushes. Or their FB friends wanting to know about it. Or any of that resulting in a sale. For any marketing to work, you have be where your potential customers are. Yes, technically your B2B customer is on FB or Twitter, but for personal, not business reasons. Would you want your company's office supply company calling you at home? Online marketing dollars for B2B are much better spent on search ads, where you have demonstrated interest and intent, or on display ads on industry-specific sites, or a social media presence where an industry-specific community already exists, e.g. on forums, or talking directly to your customers on Twitter.