After all, the businesses you want to connect with are likely marketing using social media, so it is reasonable you should use it as well. However, B2B marketing via social media comes with its own set of rules, some of which are the same as consumer marketing and while some are not.
Businesses Are People Too
Nobody wants to be just another 'contact'. Engage and not just connect with your business customers and remember that they like personalized attention just as much as you or me do.
Choose Your Network
While you might not want to put all your eggs in one basket, yet, it isn't a bad idea to tailor your marketing towards a social network that suits your niche. If you go with a network like Facebook or Twitter that appeals to a broader audience, look at what your competitors are doing on these network s and see where you can learn from their successes and/or failures.
Embrace the right Tools and Analytics
For example, if you launch a massive Facebook ad campaign that results in very few actual sales, then there might be a need to reconsider your strategy. Additionally, the time you spend using social media should have a direct impact on your conversions.
If your social media plan isn't bringing in new leads, its time to dig deep into your analytics data to see where you are going wrong.
There are various Social Media Management and Analytics tools out there, that will make your B2B social strategy a lot easier to run, and manage in the long run.
Have A Plan
Know what your business customers are looking for and find the best ways to reach them, don't just start "putting stuff out there" in the hope that it generates some sort of return.
Outline who you want to reach, what needs of theirs that you can meet, and then devise an adequate social media strategy to help you achieve your goals..