Using social media as a glue to link more traditional marketing tactics such as events together is the most effective use of social media in B2B services marketing today. Rather than treat social media as standalone channels or replacements for traditional tactics, marketers should be looking for ways to use social media to support and enhance the successful programs they already have in place. In this ITSMA Case Study, we look at some of the ways IBM’s Software Group has integrated social media into the overall marketing strategy.