June 26, 2013

More than Half of Businesses Have Social Media Presences at Least 1-Year-Old

Just how much experience do you have promoting social content in order to acquire and retain customers and generate sales leads?

According to recent research, more than half of business-to-business (B2B) marketers have at least one year of experience under their belt, with 16 percent boasting more than three years’ experience and 40 percent saying they’ve spent between one and three years using social media to grow their businesses.

On the other hand, 23 percent claim between six and 12 months’ experience, 17 percent have less than six months’ experience and four percent have no experience.

If you’re in that four percent. . .well, you shouldn’t be.


For starters, 77 percent of B2B buyers are more likely to support businesses that have CEOs who maintain social media presences. Seventy-five percent of those buyers engage with their vendors on social media and expect to use those avenues to facilitate future purchases as well. Here’s a look at some other critical stats:

  • 83 percent of B2B marketers use Facebook, and 70 percent of U.S. and Canadian Facebook users are connected to a local business.
  • 80 percent of B2B marketers use Twitter. Recent research shows 59 percent of Twitterers visit B2B tech sites compared to 40 percent of those who don’t use the social media platform.
  • 80 percent of B2B marketers use LinkedIn , which is 277 percent more effective for lead generation compared to Twitter and Facebook.
  • 61 percent of B2B marketers use YouTube. Those who view a company’s product videos are 85 percent more likely to make a purchase.
  • 39 percent of B2B marketers use Google+. Don’t be surprised to see that number climb higher in the future, as the service is the faster growing social network in history, boasting more than 350 million users since its launch two years ago.

Effective social media content market strategies inform customers about subjects that interest them. Rather than blatantly trying to make a sale, B2B marketers should focus on crafting content that will engage customers and encourage them to continue coming back to check for more. These days, that’s how a customer is born.

Edited by Carrie Schmelkin

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