If you’re skeptical about the value of social networking, you’re not alone. But new research shows a higher payoff than you might think.

Nearly one in five respondents (19.2%) to a recent SellingPower.com survey report eventually closing business as a direct result of social media activity on LinkedIn, Twitter, and the like.

Another 24.9% say they’ve seen less than 5% of social activity turn into business, while 22.5% have seen no results. A similar percentage, 24.9%, don’t use social media for sales at all.

LinkedIn is the clear winner among B2B sellers, especially for prospecting.

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