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.
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