Joy Scott

Melissa Ward is the managing editor for Target Marketing, and she has opinions! More importantly, she's a nerd for great copy and design, a disciple of authenticity, and really loves it when marketers get it right.

Social media's reach is growing beyond the personal application and into business strategy for many marketers, often by leaps and bounds. Based on a May 2010 article from, 86 percent of B-to-B firms are using social media, compared to 82 percent of B-to-C companies. However, only 32 percent of the B-to-B firms are actively engaging with their audiences using social media, compared to 52 percent of B-to-C companies.

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