B2Bs Lagging in Social Media Adoption


A recent study by digital marketing firm White Horse amply illustrates the social media gap between B2B and B2C companies, yet the results portend some progress on the part of B2B to meaningfully deploy social media. As shown in the accompanying charts, a combined 59% of B2B marketers have only a basic social media presence (45%) or are not actively engaged in social media marketing (14%). In contrast, a combined 44% of B2C marketers have only a basic social media presence (26%) or are not actively engaged (18%). CREATE THE OPPORTUNITY “This data shows that some B2B companies view social media as irrelevant,” says Pam Sieple, PR director of HubSpot, a maker of marketing software. “I believe that if you are a B2B communicator, you have the opportunity to take charge and be a social media leader in your industry, and make yourself known as a thought leader.

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