with some primarily b2b clients, any interest in social media is likely to be very limited even well into the future, particularly due to the sheer dullness of their product/industry
And yet pubs/bars, restaurants, clubs, conferences and parties throughout the world are full of people 'talking shop' about the dullest of businesses and products. Everybody does it to at least some extent, and everything is dull to someone.
Over the years I've had a few clients in niches not well represented online (at least not a few years back). Those that were early adopters of websites and SEO did very well.
I think the same thing will happen in Social Media. Awareness in the business community is growing.
It is a huge learning curve and a huge thinking shift - at least for me as my knowledge and approach has always been more technical to now - but it's the future. Early adopters are doing extremely well, even in small and niche industries.