More than a Third of B2Bs Shun Social Media

B2B Communicators are Under-Utilizing Social Media: Of 548 B2B communicators surveyed by Eloqua, about 40% say they are not yet using social media in their communications.

And 25% of respondents say they don’t know how their company plans to use social media marketing in the future.

Other findings include:

  • Respondents say that social networking platforms are most often managed by a public relations department (26%), followed by a variety of departments (23%) or a website team (11%). Still, about 23% of respondents say that social media is not under the control of any one department.

  • 43% say that their company has no strategy in place for incorporating social media into demand generation.

  • 20% say a lack of tools prevent them from using social media for lead generation, and another 33% say a lack of strategy is attributed to an unclear understanding of the value of social media.

  • B2B companies are using social media platforms for a variety of reasons: 83% to create awareness for their company or brand; 56% to get visitors to share messages socially, broadening reach; and 55% to increase trust by accumulating social followers.

Source: Eloqua

Follow Scott Van Camp: @svancamp01

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About Scott Van Camp

Scott Van Camp is editor of PR News, an executive-level, reader-supported publication that helps enhance the business impact of PR. Scott has a rich background in both journalism and PR/marketing. He has more than 15 years of experience as a writer/editor at various consumer and trade publications. Scott was with VNU Business Publications for five years, including stints as managing editor at IQ News and Technology Marketing magazines and senior editor at Brandweek. In the PR/marketing sphere, he has served as corporate communications manager at MarketBridge, a marketing and sales consultancy, and as editorial director for the Chief Marketing Officer (CMO) Council. While at the Council, Scott led several high-profile marketing research projects. He has also operated his own communications and media consulting firm, SVC Communications.

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