Being active on social media platforms involves keeping track of user feedback and responding as necessary. Adding a human element to a Facebook page or Twitter account can create a level of trust to potential buyers.

However, a recent MarketTools survey of 331 company executives revealed that a mere 23 percent of B2B companies provide customer service, feedback and support on Facebook, and just 12 percent offer personal assistance via Twitter.

"Companies are increasingly embracing social media as a way to interact with their customers, though they are missing an opportunity to incorporate this feedback," said Karin Adams, director of enterprise products. She added businesses that integrate feedback management solutions are more likely to uncover insights that may improve their business process and overall customer satisfaction.

In a recent Webmarketing123 survey, 68 percent of marketers said they generated leads via social media sites, with 55 percent of those having closed deals from those leads.

Yet, only 36 percent of MarketTools survey respondents have feedback management tools in place to assist in the lead collection process, despite the fact that 95 percent believe customer satisfaction is "very important" or "extremely important" to their companies.

Researchers found that 48 percent of respondents currently have an active presence on Facebook, 24 percent have a Twitter account and 17 percent run a company blog.  

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