I've been working with a company that recently launched a new B2C social media consulting service. Before the launch, we had a lot of conversations about the potential of social media to help nurture relationships with prospects. This led me to reflect on the impact of social media on lead scoring, which is a mathematical system for ranking leads. Social media opens up new ways for companies to engage with consumers and build lasting relationships. Thoughtful social media strategies can be invaluable for turning prospects into loyal customers.