Picking the winners of the BtoB Social Media Marketing Awards is more art than science. Social media adoption varies far more widely across b-to-b markets than it does in consumer markets. While technology, services and b-to-b retailing companies are far along the learning curve, other segments barely use the tools at all.
We took that into account in evaluating nominations. If raw numbers were the only criteria for winning, then the big tech companies—with their dedicated social media marketers and massive followings on social networks—would dominate. We've recognized several of their outstanding efforts, but we also gave special consideration to companies in niche markets that showed originality and persistence in inventing solutions. They may not be large, but they're breaking new ground.
Some of our choices might be surprising, but they reflect our goal of rewarding the innovators that are pulling their peers and customers—sometimes reluctantly—into the new media age.