Middle managers and marketing folks dealing with business-to-business companies that are still delaying their social media programs \u2013 pay attention!\u00a0 We\u2019ve reviewed our share of social media books here, but this is the first one targeted specifically to B2B applications.\u00a0 This is a book I received from the publisher, but I would have purchased on my own because of my extensive involvement in the B2B marketing space. Authors Paul Gillin(@pgillin) and Eric Schwartzman have written what I\u2019ll call a foundation book for B2B social media marketing, Social Media to the Business Customer: Listen to Your B2B Market, Generate Major Account Leads and Build Client Relationships. The Story Behind the Book The defining moment that triggered this book occurred at the Inbound Marketing Conference in 2009.\u00a0 An attendee raised her hand and asked how B2B companies could use social media.\u00a0 The presenter asked the audience how many were from B2B companies.\u00a0 When more than half the room raised their hand, the authors knew they were on to something.\u00a0 \u00a0When a quick Google search confirmed that most social media books at the time were written for B2C applications, the authors went to work to pull Social Marketing to the Business Customer together. 4 Reasons I Am So Excited About This Book My Amazon search for the words \u201csocial media\u201d turned up over 138,000 entries.\u00a0 That tells me that there\u2019s no shortage of social media books out there.\u00a0 And sometimes I feel like I\u2019ve read most of them. \u00a0But this one is different from the others because it was written for and is focused on the B2B \u00a0marketer or business owner and the marketing agencies that serve them. \u00a0Better still, as I flipped through the chapters of the book, I could see that there was absolutely no fluff at all.\u00a0 Every chapter is dedicated to real issues and real questions asked by B2B marketers. Here are 4 reasons I enjoyed this book: 1. You Get Common Objections and Answers to Those Objections The chapter \u201cWinning Buy-In and Resources\u201d features a list of common objections and how to address them: "There\u2019s no return on investment." There is a whole chapter dedicated to calculating ROI that will give you all the metrics, tables and calculations you need to satisfy this question. But more importantly, you'll get a sense of perspective about what a social media tool is and what ROI is. "ROI is calculated by subtracting the cost of the marketing pilot, the cost of goods sold, and operating expenses from the revenue generated.\u00a0 But long-term benefits are more difficult to quantify.\u00a0 What\u2019s the ROI of your telephone, golf-club membership, or a meal with a customer?\u201d "We don\u2019t have the resources." I\u2019m impressed with how much progress has been made in the area of measuring resources needed to use social media. \u00a0The authors actually have numbers you can use.\u00a0 For example, \u201cIt takes a person roughly 25 minutes per interaction, which means one person at 80 percent utilization can engage with 14 customers per day.\u201d\u00a0 They\u2019ve actually measured 73 B2B marketers who generated sales from Twitter while spending no more than 60 minutes a day on that activity. There are several more objections and responses to those objections in this book that I think are outstanding. 2. You Learn to Calculate ROI of Social Media The ROI question or objection is really just a stalling tactic, but that doesn\u2019t mean that we shouldn\u2019t set goals and measure our results.\u00a0 Chapter 14 is dedicated to measuring ROI, and even seasoned social media marketers and practitioners will learn something. \u00a0The authors show you how to define your ROI calculation so you\u2019re measuring what counts for your business.\u00a0 They even give you specific examples of what other B2B organizations have done.\u00a0 Then they show you how to make decisions based on the ROI. In one example, they compare webinars to white paper downloads.\u00a0 The webinars have a higher ROI in terms of attracting audience, but when you think about the fact that white papers attract a larger audience and take fewer resources to implement, it makes more sense to increase the conversion rate of the white paper to increase the ROI.\u00a0 This is the kind of guidance and concrete specificity that\u2019s been missing in many social media books. 3. You Learn Lead Generation Strategies One of my favorite features in this book is the specific examples and tables.\u00a0 The Lead Generation chapter is a great example of this.\u00a0 On page 162 is a table that defines the stage in the buying process for the customer, the traditional media tools that you might use for each stage, and the social media tools you should consider.\u00a0 This kind of context is what makes this book such a terrific resource. 4. You\u2019ll Get Insight Into Tools and Platforms That Might Work Best for Your Business There is an entire section devoted to explaining specific platforms such as LinkedIn, Facebook, Twitter, Ning and others too numerous to mention. Gillin and Schwartzman explain each platform, its functions, its benefits and its applications. Then they give examples of how specific B2B companies have used each platform to advantage.\u00a0 I found this section really interesting and informative.\u00a0 It also tickled my brain into thinking up new and innovative ideas for my clients. More Resources The website for Social Marketing to the Business Customer is found on Eric Schwartzman\u2019s site.\u00a0 When you scroll down to the bottom of the page, you\u2019ll find a link to a slideshare of Chapter 1 and a podcast.\u00a0 You can also follow Eric Schwartzman on Twitter (@ericschwartzman). Why You Should Read This Book \u2013 Even if You Don\u2019t Deal With B2B Companies The biggest reason for any small business owner to read this book is for your own education and peace of mind.\u00a0 I really see this as a reference book.\u00a0 The recommendations for strategies and tactics are based on rigorous research and application. \u00a0Even companies using social media for business-to-consumer applications will benefit from applying the measurements, examples and perspectives\u00a0Social Marketing to the Business Customer offers.