We all know that business owners and other decision-makers are busy. But all this time, we thought they were busy tending to the needs of a growing company with limited resources.

Boy, how wrong we were.

Instead, as research at Forrester indicates, business buyers are spending all their time playing around with social media.

All right, so that’s not entirely true, but here’s what the study did show: 91% of the B2B buyers surveyed used social media. That is, almost everyone is involved to some extent with social networks. Primarily, people are doing what everyone else does online: Spectating. This means that while you might think business buyers are nowhere to be found online, due to their lack of commenting and content creation, the opposite is true. They make up a silent crowd that you can count on to consume your social media content.

Even more interesting was the fact that about 70% of those surveyed used social media for business purposes!

Since the survey didn’t target small business decision-makers specifically, we can’t go crazy drawing inferences. What the survey does indicate, however, is that business decision-makers of all kinds might be keeping a closer eye on social media content than you might think, given that they may not be particularly vocal.

Don’t let the silence fool you – they’re out there.

Speak, and they will hear you.