Nearly 90 percent of US businesses use social media for marketing. But which platforms are they on most, and where do they see the most social media success? And do the answers differ for B2C vs B2B? It turns out you’re not the only one with these questions. The Marketing Journal and Javed Matin and Associates also had these topics in mind, and they set out to get the answers together by surveying about 500 B2B and B2C marketing executives across North America. Here’s what they found in their report called Social Media: Considerations for B2C vs. B2B.
The Most Popular Social Media Platforms
The most used social media platforms didn’t exactly come as a surprise, as we all know Facebook is constantly at or near the top of these types of surveys, especially for B2C marketers. And this survey was no exception, as 97 percent of B2C marketers said they use Facebook the most. Twitter came in second place, with 87 percent of B2C marketers saying they use this social media platform. Next up were LinkedIn, YouTube, and Instagram.
B2B marketers use Facebook quite a bit, too, but unlike B2C marketers, it’s not their top choice. LinkedIn gets that honor, as it got 96 percent of the vote. Twitter was pretty close, with 95 percent, followed by Facebook and YouTube at 85 percent and 78 percent, respectively. The only outlier was Instagram, which just 31 percent of B2B marketers use.
The Most Effective Platforms
So, are these marketers right to be on the platforms they use on a regular basis? According to this survey’s findings on which platforms have the most impact, both B2C and B2B marketers need to change a few things. B2C marketers ranked the impact of social media sites as follows:
Maybe they need to spend a little more time on YouTube and Instagram and a little less on LinkedIn if they want to stick to the most effective social networks. On the other hand, B2B marketers are right to spend as little time on Instagram as they do, as this is their list of their most effective platforms:
Engagement Techniques That Work
Now we know where B2C and B2B marketers spend the most time when they’re on social media. But what do they do to engage their audience on those platforms? Apparently, B2C marketers mostly use social media to get people to sign up for their email newsletters, as they post special offers to get their attention and contact information. They also market their events on social media, and post pictures, videos, and links to microsites, too.
B2B marketers spend more time marketing their events on social media, rather than signing people up for email offers. They also market their webinars on platforms like LinkedIn. Other ways they use social media include positioning themselves as thought leaders and posting use cases and videos.
Important Factors for Success on Social Media
Once this survey got the facts about social media usage and effectiveness, it asked marketers what they thought led to social media success overall. The top answer was social media staff, as many respondents said they hired an agency to help with social media. Training is also important, since more than half of B2C marketers and three-fourths of B2B marketers said they’re still training their staff to improve their social media skills.
According to this study, other crucial factors in social media success include:
- Advertising on social media
- Posting videos
- Improving their response time on social media
- Providing social customer support
- Using metrics to keep track of performance
Do these results sound about right, or are you surprised by where marketers spend the most time–and find the most success–on social media? Is your own experience on social media different? Let us know in the comment section. You can also learn more about what this survey found by reading Social Media: Considerations for B2C vs. B2B.