A shift in focus from outbound marketing tactics (telemarketing, direct mail, trade shows) to inbound marketing (social media, blogs, corporate websites) has been driven by increasing digital and internet capabilities and usage and changed the way companies interact with customers. We’ve moved from an era of information scarcity to information abundance. This might mean the power is in the customer's hands, but it also means you have a slew of powerful, fairly easy ways to connect with them. Here is where social media comes in. If you’re a B2B company, you’re likely not as worried about having huge amounts of followers, but you do want to establish yourself as a thought leader and an expert in your field. Social media accomplishes this by allowing you to share relevant, updated information in a timely manner. If you post a quality blog article every week that people read and share, you put your content and your company in front of your audience’s eyes on a regular basis, not to mention you attract new eyes and ears. A few powerful ways enterprise can utilize social media? Open communication channels, build your reputation, research your customers, and network.