Marketers often instinctively construct barriers between what we consider consumer media (for our personal/home lives) and business media (for our business selves). But should we? Especially when social media is a powerful tool that makes it possible to connect with customers 24/7.  

In a recent report by Hotwire and Vanson Bourne, it notes that decision makers are more comfortable using social media than ever and it is now considered a very important start of any purchasing process. The challenge and the difference today, according to the report, is that it is increasingly less critical which channel the information is coming from or being shared to, but it is more important which or who's content is being shared and considered relevant.