Social media & B2B: survey
21 April 2010
1,338 views
4 Comments
Few B2B companies understand how people within their target audiences are using social media, but most are trying to get to grips with social media channels, according to a survey carried out by the Information Technology Marketing Association in March. Key findings include:
- Most marketers recognise there should be no social media strategy; only marketing strategy
- Few companies are researching their target audience and their behavior for social media
- Marketers are struggling to provide content for social media
- Some marketers are using social media in the thought leadership development process
- Some social media tools are more effective during different stages of the buying process, however, few companies are mapping their tools to the buying stages
- Social media requires new roles, competencies, policies, and governance.
ITSMA recommends that marketers:
- Stop dabbling and treat social media as important marketing channels
- Integrate social media into the overall marketing strategy
- Recognise that social media is not a silo
- Research and monitor audiences and influencers
- Use social media to help refine and test points of view that you’re trying to develop into thought leadership
- Create a content engine to fuel the demands of social media
- Use social media to support peer collaboration and networking, most importantly at the beginning and end of the buying process
- Formalise processes, create governance, and develop a talent sourcing plan for social media
(No Ratings Yet)
Loading ...
These findings back up many others and my personal observations, also. The only recommendation I would add to the ITSMA ones is: realise that exploiting social media consumes people’s time, and therefore plan adequately to cater for this.
Thanks Steve. You are right. Most people underestimate the time that it takes if you want to see results.
Hi Sherrilynne,
Great stuff that you have been publishing, especially in the B2B area. We have been collecting as much information as possible in order to justify our business plan that provides a business oriented social networking service with integrated CRM. We envision being the key matchmaker between manufacturers, distributors, VARs, independent agents, and sales reps with the goal of helping these entities broaden and increase their sales channel. Feel free to stop by and take a look at:
https://www.partneroption.com
Thanks again for your work and feel free to point me toward any other useful information and stats.
Bill Keller
Co Founder and COO
PartnerOption.com
Bill, let me know if you publish any of the data you collect. I’d love to see it.
Leave your response!
Recent Comments
Sherrilynne in your mailbox
Archives
Categories
Tags
Social Media Informer
Views
Introducing Timeline for business
Most Commented
Most Viewed