According to an article written in Business 2 Community (B2C), an online community of the latest social media news, many B2B companies are not utilizing social media to better their businesses. The article states that social media monitoring can help businesses generate leads, keep tabs on their competition, get feedback, and better engage with audiences.
Based on a report published in Satmetrix, 50 percent of B2B companies don’t use any form of social media monitoring and 70 percent don’t respond to the customer feedback of social media. B2C claims that the primary reason B2B companies do not take advantage of social media monitoring is because they are unaware of how to organize, analyze, and break down the information it provides.
An outline developed by Radian6, an online sales force that provides tactics for social media monitoring and improving customer relations, gives a list of positive influences social media monitoring can have. Radian6 claims companies can benefit from social media monitoring to:
- Gauge the health of their brands
- Flag customer-service opportunities
- Handle their next crisis
- Generate leads
- Keep tabs on the competition
- Collect product feedback
- Track industry trends
- Identify influential advocates (and detractors)
According to all three sources (B2C, Satmetrix, Radian6), the use of social media monitoring can help to improve a company’s presence in the business community. By utilizing the information delivered by online platforms, companies can stay current with social media and appropriately respond to client needs based on the data the monitoring produces.