You’ve spent time and resources creating newsletters, case studies, videos, etc. but how can you spread these to more people in order to get yourself more exposure? Social media is a great tool for doing this. Here’s the rub. In the B2B market, I find that with most companies I work with, there is a cap on organic growth of their social media following. After a while, the growth slows to a crawl. In addition, an existing social audience may not always be relevant to the business.