In October, we set out on a mission to learn more about how B2B marketers were using social media channels to interact with prospects and generate leads. Our survey findings revealed that ⅓ of marketers are not measuring the results their social media marketing campaigns – a rather surprising statistic that captured the attention of several online media outlets including DemandGEN Report, CMS Wire and BtoB Magazine. But our survey also revealed some interesting trends regarding online etiquette and the comparative usefulness of different social media channels. We’ve compiled some of our most significant findings in the following infographic. Enjoy! (Click to enlarge)
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What I find interesting is the level of use of twitter, facebook and youtube while recognizing such low return.
Two questions cross my mind: 1) Is this data a point in time whereby B2B use of twitter, facebook, and youtube are ahead of the response curve? 2) Is this data consistent with previous experience, indicating twitter, facebook, and youtube are poor performing social media outlets for B2B companies?
Hi Jim – thanks for the comment. I am not sure how much points to things being ineffective (though it is suggested) so much as it pointing to companies not knowing whether or not they effective. The real growth over the next year or so will likely be in measurement and analytics around social.