This morning’s eMarketer Daily email contained an interesting article on BtoB marketers’ use social media. This article’s comparison of BtoB social media usage to that of their BtoC counterparts seems slightly flawed. Those who are true experts in BtoB marketing understand marketing in this environment is drastically different from marketing to consumers.
Assuming BtoB and BtoC usage of social media should mirror each other is dangerous (we all know what happens when you “assume”). In addition, using the answer “daily social engagement” as a mechanism to measure an organization’s social media engagement is a touch too ridged.
Having played in the BtoB social media space for many years now, it’s not uncommon to find a “social media engaged” BtoB company that does not interact with social media platforms daily. In the BtoB social media space, savvy marketers determine the cadence of channel usage based on their audience.
For example, in some industries, blog postings on a bi-weekly schedule are better than daily or weekly posts because they align with the audience’s rate of consumption. Utilizing this approach will decrease the likelihood of “channel fatigue” and consequently increase the overall value of your social media investment.
By and large, we find the research interesting, and know it is something that must be looked at with a critical eye and consumed with other information in mind. This reminded me of a great Mark Twain quote:
“There are three kinds of lies: lies, damned lies and statistics.”
Consume it, digest it, question it and then find the time to learn how social media might work within your specific audiences.
You can read the full article below or click here.
B2B Marketers Gain Ground with Social
Perceived irrelevance still a barrier
Business-to-business (B2B) companies are participating in the social space, but they are not yet as engaged as their business-to-consumer (B2C) brethren and face greater internal obstacles, according to a report from digital marketing agency White Horse.
Comparable numbers of B2B and B2C marketers were not doing any social marketing at all, but business-oriented firms were much more likely to say they had social media accounts but little marketing activity.
One reason: More than one-third of B2B marketers surveyed said there was low executive interest in social media in their company, compared with 9% of B2C marketers who said the same. Overall, about one-quarter of corporate marketers told White Horse they needed to learn more about social media to justify investment in the space, but the issue was more pressing for B2B respondents.
Fully 46% of B2B respondents said social media was perceived as irrelevant to their company, while only 12% of consumer-oriented marketers had the same problem. B2Bs also reported a much greater preference for traditional marketing tactics.
There was also a large disparity in the proportion of B2B marketers who said they were not measuring social success at all, at 34%, versus just 10% of B2C respondents.
Other studies have shown that B2B marketers are more effective at measurement because they focus on outcomes that matter to their bottom line, such as lead generation.
Source: eMarketer Daily May 27, 2010