Everywhere I turn, speakers are talking about using social media to promote brands. TJ Maxx is promoting their Facebook fan page on their commercials instead of their website. There are like buttons next to the jeans I want to buy at Levi.com. I get it--social media is important. However, since social media is a very consumer-oriented tool then it only seems valid in the B2C space, right?

How can I use social media to promote my B2B company? What are some things you've tried and found great success in? Should we have a facebook page? Help!