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In business-to-business marketing, social media - Twitter, Facebook, blogs, wikis and more - are here to stay, and have vast potential for reaching audiences. But what can social media offer that traditional B2B media cannot? Social media "Audiences" are now active participants. They still receive messages, but they also send them, rework them, comment on them. Engagement has produced a marketing landscape undreamed of a decade ago. Even E-mail has been surpassed in popularity by social media in terms of Internet use, according to a 2009 study by The Nielsen Company.
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