Marketers have been enthused about Facebook and Twitter for several years, yet B2B clients have been slow to use social media as a serious marketing tool. Many corporations still forbid social media participation and block social media site access from their employees. These companies are failing to see the value of giving their customers new ways to connect with them.
That may be changing though. A recent survey of over 700 brand marketers and business execs at the Pivot Conference indicates that these companies are starting to get social-savvy. The survey suggests 2011 will bring a greater investment in time, money and resources to excel in social media.
B2B companies have the most to gain from social media. Tapping into the collective wisdom of industry peers is smart business. Effective social media tactics can launch a product, build a brand, increase trade show attendance, build thought leadership, and get sales leads.
Highlights from the survey:
- 90% said their marketing department was currently involved in social media
- 75% plan to increase usage of social media in 2011
- 61% plan to increase use of micro-blogging sites like Twitter
- 66% believe social media impacts a company brand
- 73% report success implementing a social media program