Have you embraced B2B social media?

Social Media can be important for brand awareness but conversion is where you really start to see the ROI.

Social Media can be important for brand awareness but conversion is where you really start to see the ROI.

A recent report by Optify found that companies that actively manage their social media campaigns have seen comparatively high conversion and engagement rates; however the number of companies able to get these results is low which may show an immaturity in the use of social in B2B. Infact, a survey by Eloqua found that 43% of B2B companies using social media had no strategy in place for demand generation.

Optify's report found that Facebook drives the most traffic compared to Twitter and LinkedIn, but Twitter generates the most leads, with a higher conversion rate of the other two networks combined. LinkedIn isn't the complete underdog though, with the professional networking site generating the largest number of pageviews per visit.

So why should your B2B company invest in social?

  1. To build better relationships
  2. To attract potential customers
  3. To monitor competitive positioning
  4. To establish thought leadership
  5. To build brand awareness and preference

As Neal Schaffer notes in his Social Media Today column;

"B2B marketing is not about selling to businesses, but to the people who work for those businesses. They want to understand why your company, your brand, can better meet their needs."

Making that connection with those decision makers is vital, and that's why social media can be vital for your B2B offerings. We expect more companies to embrace their social channels in 2013.

If you want to know how you can optimise your businesses social media, get in touch!