Dive Brief: 

• Currently, social media is the least critical source of information for IT Buyers, but according to a study from IDG Connect, social media will become the most influential content source for B2B within two years. 
• According to the research, buyers expect the weight given to social media for influencing investment decisions to grow from 31% to 37%. 
• Although not the top influencer yet, social media still plays a role among 86% of buyers in their purchase decision process. 

Dive Insight: 

As social media becomes more entwined with how we communicate as a society overall, it makes perfect sense that the B2B space would increase dependence on the medium for making purchase decisions. Not only is more information being distributed through social media, but we are using the platforms as a main source of person-to-person communication. What used to be an email or phone call has now become a tweet or post in many cases, which will have a direct effect on how business is conducted in the B2B world.