According to a recent study by BtoB Magazine, 93% of all B2B marketers are engaged in some form of social media marketing, with most putting their focus on the most popular channels (LinkedIn,
Facebook and Twitter).
The Big Three
overwhelmingly favor “the big 3″ social media channels, with LinkedIn being the most-used channel (72%). Facebook (71%) and Twitter (67%) are close behind, with those three channels forming the core of most B2B social media marketing efforts. Other channels used by B2B marketers include YouTube (48%), blogging (44%) and online communities (22%).
When asked to cite their single most important channel, LinkedIn again rose to the top with 26% favoring it. Most respondents identified lead-generation as the most valuable result of LinkedIn marketing. Facebook was the most important channel for 20%, while blogging (19%), online communities (14%) and Twitter (13%) rounded out the top tools. Facebook was cited as being a channel where users “pay attention”, while blogs and communities were cited for their customer feedback and engagement.
Despite being used by 67% of B2B marketers, Twitter was only the top channel for 13%, perhaps showing that Twitter is an important piece of the overall social marketing picture but not the best channel for B2B marketers to find value. According to survey participants, many marketers only see Twitter as a way to support website traffic and product/event promotions.