Ascend2, an agency consulting company, surveyed marketing professionals around the world in February 2013, and the greatest percentage of respondents from both business-to-business (B2B) and business-to-consumer (B2C) companies considered customer engagement to be the primary purpose of their social media marketing. Website traffic also ranked high for both types of marketing professionals. Leads were a more important end for B2Bs than B2Cs. Twenty-nine percent of B2Bs used social to generate better quality leads, and 27% sought to get more leads with the tactic. Search engine rankings remain an important part of businesses’ digital strategy, and social media plays a role here too. Approximately one-quarter of both B2Bs and B2Cs used social media outreach to improve search rank. The fundamental goal of increasing sales revenue was a social goal for over one-third of marketers from both B2Bs and B2Cs. Get the full story at eMarketer