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B2B Social Media Marketing: Etiquette in the Social Space

When Pardot conducted our survey of B2B marketers, we had several goals in mind. One, as previously discussed, was to determine how many B2B marketers were utilizing and measuring social media marketing efforts. But we also hoped to gather information on a more subjective topic: social media etiquette. 

In today’s increasingly social world, social media has undeniably become an integral part of the business-to-business marketing process, but an across-the-board standard for appropriate interaction through social channels does not seem to exist. Only 12% of marketers surveyed said that their company has a formal social media policy in place, and there appear to be some discrepancies as to how a social media policy should look.

  • Slightly more than half of those surveyed believe it is acceptable to contact to a prospect generated by social media exchange by phone or email, even if the prospect has not invited this form of communication
  • Slightly less than half believe that you should reach out via social media to a prospect that has contacted the company through phone or email
  • About one-third of marketers said it is acceptable to critique a competitor through a social media outlet
  • Around 25% of that majority suggested social media connections be limited to more professionally-oriented outlets including Twitter, LinkedIn and YouTube while refraining from using networks like Facebook
For more thoughts on social media etiquette, be sure to check out this article by Pardot marketing manager Laura Horton, published by VentureBeat earlier this year.