Don't be a Parrot
No matter what company you work for your PR, Marketing, and Sales departments most likely have a stream of content and promotions they make available on various social networks. In the social sphere content is always a good thing, however, the way you use it may not be. This can be especially relevant if you are on the B2B sales side.
If all you are doing is reposting/retweeting sales and marketing material you are a parrot, and you are missing the point of social all together.
In the B2B world, we need to focus on how and what we communicate with our customers and prospects. Social media is a tool for conversation and engagement if all you do is parrot out the promotional material your connections and followers will stop paying attention. This doesn't mean you cannot use the content, far from it. You should not only use it but take the opportunity to add additional context relevant to your customers. In addition, you need to post material that you create. These can be tips, news stories, reposts and comments, just to name a few. In adding your own content to the mix, you help to define your own narrative.
If you are unsure of what to share think about one of your biggest customers. Think about their industry and the challenges they face. Then find a product, solution, or idea for improving that business problem, and post it. This may not directly connect to a product you sell, but that is OK. In offering ideas beyond your company's portfolio, you will begin to establish yourself as a consultant or thought leader. Don't be afraid to have your own opinions and think outside the box. Most of your competition is parroting out their content so setting yourself apart is a step on the pathway to success.