Consumer Social Media vs Business Social Media

Consumer social media's goal is volume of distribution of the message. How can you get more people to follow, how can you create a large viral event, how can you get as many followers as possible? In the consumer world, social media supports the brand primarily, creating demand generation second and then thought leadership (if at all), third.

Business social media's goals are almost opposite. 

Business social media is all about the quality of the conversation, gaining respect, getting the message to the targets within your audience. While there is a viral nature to it that is inherent in social media, the key is thought leadership. Business social media helps you get your unique and interesting ideas out to the right people in the fastest way possible. Business social media supports thought leadership primarily, demand generation second (but not directly), then brand development third. 

Both are necessary, both are tough, both need lots of care, feeding and love!