That was the headline on the first page article when BtoB Magazine landed in my inbox last week. According to new research from IDC, only 18.6% of B2B technology buyers say social media has influenced their purchase decisions or interactions with vendors.

So should B2B organizations shutter their social media efforts or reduce their investments? No.

Stepping back from the details, the research from IDC reaffirms two key guidelines for B2B social media. [Read more…]