Each industry and company offers a different perspective but in cases where you operate in a less consumer driven industry there are ways to highlight your corporate culture and benefits to your targeted audience.
You can take advantage of the search capabilities of Twitter to find specific keywords in tweets to monitor the industry and look for the right opportunities to share your expertise. Connect at the right time when a potential customer is expressing a need or desire for the products you offer. Provide the customer with answers and support to resolve a problem and you could be looking at a sale or a new advocate for your company.
The methodology of social media marketing differs across industries but the ability to provide excellent customer support is universal. Using social media tools well can indeed boost the bottom line for any smart business.