June 5, 2013:
Recent Social Media Marketing research uncovers trends about how B2B and B2C marketers are using social media, with the goal of enabling marketers to uncover actionable social media marketing tips. For B2B marketers specifically, the “Social Media Marketing Industry Report” reveals Facebook and LinkedIn are currently the top channels being used, but that blogging and Twitter are also priorities for social media marketing efforts.
According to the survey, Facebook and LinkedIn are tied for the number one social media platform being used by B2B marketers (29% each). In an article discussing the report findings, Heidi Cohen says B2B marketers can use Facebook advertising to target their audience; they can also participate in relevant groups on LinkedIn to build their network and distribute their content. Cohen claims “B2B marketers tend to engage with prospects while they’re at work,” and, based on survey findings, it seems they intend to continue doing so. In fact, 66% of all marketers (B2B and B2C) plan to increase their Facebook marketing initiatives, and B2B marketers are more likely than B2C marketers to increase their use of LinkedIn (78% and 54%, respectively).
Report findings also indicate 16% of B2B marketers rate Twitter as their top venue, with the majority of marketers (64%) planning to increase their Twitter use. Nineteen percent of B2B marketers are currently using blogging as their top social media strategy, but nearly three-fourths (71%) plan to increase blogging activity in the future. Cohen reports blogging can help B2B marketers “give prospects information related to their hot button issues;” it could also help drive increased audience engagement, especially in light of Yahoo’s recent Tumblr acquisition.
Survey data for the Social Media Examiner's fifth annual report was collected from over 3,000 marketers and is free to download via short form submission.