“The following post is from one of our partner agencies via Worldwide Partners. While we feel that the opinions shared are very relevant and timely for the B2B marketing community, they may not represent the views of Godfrey, specifically.”

Over the past few years, social media has become one of the most common forms of communication not only among individuals, but among brands and businesses.

Initially hesitant to try social media programs, much less embrace them, B2B companies in the U.S. are now launching social media campaigns at a greater rate than B2C companies. Since social networks such as Facebook, Twitter, LinkedIn and YouTube are used daily by their customers, businesses are finally recognizing the vast potential of these resources.

According to a study conducted by Business.com, B2B companies in the U.S. are more likely to use social media tools than B2C companies. A reported 81% of B2B companies were likely to maintain company-related profiles on social networks, whereas only 67% of B2C companies were likely to do the same. The only area where B2C was more active than B2B was social network advertising.

If you are surprised by these statistics, let me point out that a majority of B2B companies tend to focus on generating leads, service and research. Social media offers platforms that can do all three activities simultaneously.

Social media tools provide B2B companies with the ability to showcase their expertise and products. Many B2B social media efforts include online communities where consumers can ask questions and receive real-time expert answers. These communities also allow brands to learn about their key influencers and provide customer service all within one platform.

With the development of more and more social media tools and technologies, B2B companies must continually test their effectiveness to ensure they stay relevant. In the future, look for B2B companies to navigate from Facebook and Twitter towards mobile and video as they look for new ways to differentiate themselves from their competitors.

In my estimation, B2B companies are better utilizing social media and influencing brand awareness than in the past, but must be willing to adapt to the next wave of opportunities to continue to generate and convert leads.

Stephanie Bishop
Online Marketing Specialist
Brighton
St. Louis, Missouri
stephanie.bishop@brightonagency.com

Website: http://www.brightonagency.com/
Blog: http://blog.brightonagency.com/