How B2B Companies Are Using Social Media [INFOGRAPHIC]

by Eric Melin on October 15, 2013

Post image for How B2B Companies Are Using Social Media [INFOGRAPHIC]

It’s no secret that B2B businesses often times struggle with putting together innovative social media campaigns. I think the word that’s most often used when describing B2B is “unsexy.”

There are a lot of challenges in the B2B space, but the most common use for social media among B2B companies is plain and simple: to build awareness.

According to recent study from CMI and MarketingProfs, social media is the most popular tactic for  B2B content marketers at 87%, but the confidence level in its results is not high. Under the question of what have been the most effective B2B content marketing tactics in the same survey, only 49% of B2B marketers rate social media effective or very effective. This puts social media in last place, just below tactics such as contributed articles on other websites and developing microsites.

In the C-Suite, that low level of confidence in social media campaigns may have rubbed off. Another study shows that a shocking 43% of B2B companies admit that their CEOs “never consider” their social media reputation when making decisions. (That could be because they still haven’t come up with a way to correlate social media numbers with business results.)

Superb B2B Content Marketing

For some great examples of B2B content marketing, you should browse some of the winners at the 2013 Killer Content Marketing Awards, where B2B companies were rewarded for all kinds of unique efforts, from a zombie-themed campaign to thought leadership. In most of these award-winning campaigns, however, a sound social media strategy for optimization was noticeably absent.

Spotlight Communications has created an interesting social media infographic that contains statistics about which social platforms B2B marketers are currently using the most and how they are using them. Twitter and LinkedIn are the most-used social networks in the B2B space, so there’s also some more specific numbers about how B2B marketers are finding success there.

Are you a B2B marketer? If so, what platforms are you engaging on? How effective has social media been for your company? Here’s how B2B companies are using social media: 

 

{ 3 comments… read them below or add one }

Chris March 28, 2014 at 2:07 pm

On the one hand 71% of businessnes currently use Facebook for B2B marketing, but at the same time 90% of B2B actively use Facebook for the marketing efforts?
Could you explain the difference please?

Reply

Chris March 28, 2014 at 2:08 pm

Sorry, bad spelling:

On the one hand 71% of businesses currently use Facebook for B2B marketing, but at the same time 90% of B2B businesses actively use Facebook for the marketing efforts?
Could you explain the difference please?

Reply

Alan Rapp March 28, 2014 at 2:31 pm

Chris, I believe what the infograph is referring to (if I’m reading this correctly) is the subtle difference between “all companies who use some form of B2B marketing on Facebook” (first pie chart) versus “identified B2B companies who use Facebook for marketing” (second pie chart). So the much wider cross-section of companies who do B2B as only a small percentage of their overall marketing would be counted in the first, but not the second, graph.

Reply

Leave a Comment

{ 8 trackbacks }

Previous post:

Next post: