Some great new research from BtoBonline and the Association of National Advertisers… an update of a study they originally performed in 2007 on social media usage by B2B and B2C firms.
Their major finding: 57% of B2Bs now use social media as part of their marketing mix, compared to only 15% just two years ago. That, folks, is a phenomenal 280% increase over that period.
In terms of social-media platform use by B2Bs…
- 81% currently use LinkedIn
- 70% use Twitter (compared to only 46% for B2Cs)
- 60% use Facebook
Interestingly, those B2Bs’ main objective has also shifted from “brand building” to “demand generation”, with 47% now ranking that as their main objective, vs. 39% in 2007.
And this all comes despite continuing concerns over their inability to prove ROI, cited by 44% of B2Bs, 56% of B2Cs.
