Don't include social share buttons.
I'm sick of social media gurus (if you ever have respect for something I do, please don't call me a guru; it is a badge of shame) advising that the first step to social success is adding social share buttons.
If the first step to success is adding social share buttons, then why is no one sharing my B2B product pages.
Ohh right, it's because nobody wants to share that they are buying business software systems with their friends. And if they do want to share that information with their friends, then you should probably re-evaluate the value of reaching their friends.
There's a tsunami, or is it an avalanche, or an event horizon of advice that funnels all social marketing conversations in to some stupidly simple steps.
Reality check: marketing is not stupidly simple.
If you are publishing something that is likely to appeal to a consumer audience, then put those buttons up. But your system requirements page is not going to get shared, so sharing buttons are a distraction at best.
If a CFO buys an enterprise accounting system in a forest and nobody is there to hear it, do you still profit?
Buyers in B2B still do their research and seek out opinions, they just do that within their personal networks, on boards of directors for companies and charities, or on forums. But their wives and husbands aren't interested in seeing Facebook or Google+ posts on products that help them get home earlier.
They just appreciate that they get home in time to sit down for dinner with the kids.