Our perspective at VantagePoint

Stats on B2B Social Participation

Social media is only for consumers and young kids, right? Wrong. Social media is for everyone, including B2B companies. In fact, in a resent research study from BizReport, “86% of B2B firms are using social media, compared to 82% of B2C outfits.” While B2B companies may be using social media more in general terms, B2C companies are far more involved and advanced at managing the tools and measuring success.

Here are some more stats from BizReport:

  • Only 32% of B2B firms engage in social media on a daily basis compared with 52% of B2C firms
  • 36% of B2B executives have “low interest in social media” compared with just 12% for B2C executives

And from eMarketer:

  • 34% of B2B marketers are not measuring social success at all, versus just 10% of B2C marketers
  • 46% of B2B marketers said social media was perceived as irrelevant to their company, versus 12% of B2C marketers

So where does all of this information leave us? First, social media isn’t just for your kids or high-power consumer brands. As the stats show, many B2B companies are engaging in various types of social media. Does this mean that you have to jump on the social media bandwagon and create a blog along with accounts on Flickr, Twitter, FaceBook, and YouTube? No. Revisit your marketing communications plan and find a social media outlet that will help you accomplish your objectives.

Here are a few examples of general objectives and ways to use social media to meet them. Keep in mind, though, that every business is different and social media plans must be well thought out and customized to the company.

Objective/Potential Social Media Tool:

  • Build brand awareness / Twitter account
  • Launch a campaign and inform the public / Facebook page
  • Educate audiences about a product or service / YouTube video channel
  • Demonstrate thought leadership / Start a blog


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