Does Your Marketing Plan Fully Utilize Social Media?


small businessEven though some individuals think social media is a fad that will one day be a thing of the past, others have jumped on the social media bandwagon, looking to ride it as far as possible.

As a B2B marketer, what role has social media played in your marketing efforts over the first half of this year and in recent years?

According to a recent poll from software provider Satmetrix, most B2B companies still fail to track their social media activity, in effect ignoring customers that interact with brand pages online.

The poll of nearly 1,200 worldwide professionals points out that 51 percent of B2B companies actually have no social media tracking at their businesses, in comparison to 22 percent of their B2C counterparts.

Also noted in the survey was that 69 percent of B2B respondents actually turned a deaf ear to customers that offered feedback through social media due to the fact they had no system in place in order to offer a response.

With those businesses measuring effectiveness of social media, a mere four percent undertook sentiment analysis, while most (56 percent) resorted to counted remarks and followers, suggesting measurement techniques prove to be lacking when it comes to sophistication.

According to a spokesperson for Satmetrix, “While 77 percent of consumers post about products, 67 percent of businesses have no means of measuring what is being said and less than one in 20 have any insight into the sentiment of what is being said. This is both a huge threat and a massive lost opportunity.”

As a B2B marketer, ask yourself:

  • What is your company’s strategy towards social media?
  • What could you do better with social media that you are not currently using?
  • What feedback have you gotten from customers regarding your social media efforts?
  • What allocation of time and resources does your company put toward social media?

In the event your B2B marketing efforts have not involved a fair amount of social media, do you fully understand what you are missing out on?

In many cases, you could be coming across as anti-social.

Photo credit: buzzom.com


Dave Thomas writes about B2B marketing insights and trends. When he isn’t writing, you can find him on Twitter or watching sports.

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