You do not have to be consumer oriented company to be able to use social media to advance your Brand, thoughts, products, and engagement with your audience. There are plenty of people professionally that look for helpful information for their jobs and will share valuable information with their peers when they find it. It some cases, it is even "cool" to be the first to find a great deal or share relevant information for others.
In the B2B world, you can also help aggregate content for your customers, clients, and prospects, by being a filter for them. You can share relevant information with them that has already "passed" your approval or relevance rating. This becomes almost like a value added service for them. They turn to you, a trusted resource first, before they go hunting on the Internet. You want them to say - "if they haven't said anything about it yet, then I probably don't need to pay attention to it yet." And any savvy Internet person can tell you that just because it comes up "first" on Google, doesn't make it accurate or right.
If you can get your people to interact with you, you can get valuable information about their habits, wants, desires, and interests. If you can get them to follow you or be involved, you can help your message get in front of thousands with a single click or post because it will not only reach your direct followers, but also post to their network of people because they are following you.
You can choose to have different message via each social medium (Facebook, Twitter, LinkedIn, YouTube, Flickr, etc), or choose to broadcast your message, which will allow your audience to follow you via the medium they like to use the most and you still get your message out to the masses without requiring them to visitor you website. That is power and potentially all from a single article or click.
If you don't know where to start or what you should be doing we have several tools on our website to help and we have created an great tool for measuring social media success and value of social media efforts to your organization. This will help you determine which social media efforts should be continued by your organization and give you some ways to help measure return-on-investment.