Image - Oct. 2010, p. 4: 'we asked consumers if they were more likely to purchase from a brand after becoming a FAN on Facebook, and only 17 percent of US consumers reported that they're more likely to buy as a result of LIKING a brand. So do these findings support or debunk the myth that a FAN is worth US$136.38?'

There is no question that social media marketing is becoming a significant driver of consumer product discovery. But how much it drives discovery when it comes to business-to-business (B2B) or capital goods is still largely unknown.