B2Bs think social media is less important than B2Cs, but they’re wrong

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by Brafton Editorial
Business-facing companies stand to gain a lot from social media marketing if they value these channels and invest accordingly.

Over 70 percent of Americans are on social media, the Pew Research Center recently reported. It’s true the time they spend on those sites may err on the side of personal activities, but that doesn’t mean social media marketing is only valuable for B2Cs. It’s equally – or more – important for B2Bs to be on these sites and build brand presences that will increase awareness and engagement.

Social media – not just for B2C marketing

Across the board, it appears marketers understand how important it is to share brand content on popular platforms. Mass Relevance recently released survey data, showing that 91 percent of B2Cs think social media is the most important way to distribute content in real-time. Just under 85 percent of B2Cs agree.

91 percent of B2Cs think social media is the most important way to distribute content in real-time. Just under 85 percent of B2Cs agree.

At first, these figures look like a sweeping win. Regardless of their audiences, companies know it’s important to engage with prospects and customers directly. However, it’s disappointing to realize that business-facing organizations still appear to be holding back, and it could be hurting their other marketing efforts.

B2B buyers look to social media for education & answers

Brafton previously covered IDG Research Service’s The Echo Effect: Understanding the value of tech buyers. The study proved that business buyers are turning to contemporary platforms for information when they’re considering future purchases, or even researching the marketplace to remain informed.

More than a quarter (27 percent) of tech buyers said they turn to social and/or business networking sites for updates about technology reviews, trends, news and opinions. Social networks are old reliables for more professionals than traditional resources. For instance, business-related print publications are the go-to for 17 percent of decision makers.

27 percent of tech buyers said they turn to social and/or business networking sites for updates.

B2Bs shouldn’t be fooled by the nature of the term, “social.” These platforms might have been built to attract individuals looking to share stories and photos with friends, but they’ve slowly transformed into venues that are friendly to businesses. Not to mention that there’s evidence suggesting companies will do better in semantic search if they establish recognizable (and engaging) brands online.

For more information about the seach evolution, read our coverage of SMX West.

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