Tom Standage predicted recently that social messaging apps would be the main social media trend this year, and it looks like he's right. They're no longer just a replacement for texting but platforms to be taken seriously.

We're still in the awkward stage, where brands aren't too sure how to best use this opportunity. B2Cs that cater to younger demographics have been on board for a while - but how can B2Bs join in?

The key is for these apps to be approached completely separately to how marketers would approach other social media channels.

In other words, B2Bs should concentrate on creating unique and exclusive content for those social messaging channels.

Social messaging channels have also enormous potential when it comes to customer service, promoting particular angles of the business, and sharing exclusive deals.

The fact that B2Bs are relatively absent from the scene so far should also make this a very attractive proposition to most marketers....

Do you know a B2B that has made a smooth transition to social messaging?