My business will provide an automated “tool” that can be used as part of the pre-sales/pre-purchase process. A by-product of using this tool is the creation of a network of buyers and sellers. (In other words, the user's objectives are not networking or socializing as it is with social media like Facebook; however, the end-result of using the tool is that they create and expand a network of homogeneous buyers and sellers that may result in a Facebook-like network of interconnections.) We want a term that conveys the Facebook-like netowrking effect that dosn't also convey "socializing".
Describing the tool as “social media” does not seem accurate, because it’s not about "socializing". Then what is an appropriate term to describe the business equivalent of social media? The best terms that we have come up with are “B2B/B2C Enabler” and "B2B/B2C Network Enabler", yet that doesn’t seem to capture it and something like “business media” or “business networking” is too vague.
So, is there already a business world equivalent for “social media” (so we don't have to explain it when we use it)? If not, maybe the term will be coined on (and credited to) this site, so what suggestions do you have?