The debate of whether social media is effective for B2B companies has existed for a long time. There are very valid questions about social media’s relevance to business, and its ROI.
According to eMarketer, 46% of B2B respondents revealed that social media is perceived as irrelevant to their companies.
Traditional marketing tactics were preferred, and even with social media engagement, 34% of respondents were not measuring ROI.
While it is indeed harder to relate B2B companies to social media, there are huge opportunities to look into. Companies, such as Pipersport, are successful examples.
Most companies engaging in social media use it for thought leadership, lead generation and customer feedback.
Even though social media is often deemed as irrelevant, 45% of B2B respondents have at least basic social presence, and 32% are engaging in it daily.
LinkedIn and Facebook are favorite social tools used by B2B companies, and referring to Outsell’s “Annual Advertising and Marketing Study 2010,” the latter is more effective.
However, I wouldn’t advise anyone to choose their preferred social tool through a “popularity test.” Whether a tool is effective depends on what you are using it for, and how.
For tips on using social media for your B2B business, hear what the “masters” have to say.
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Tags: B2B, Business, Marketing, Social Media
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