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Jan 18, 2011

New Chart: Social media tactics for B2B

SUMMARY: The rapidly growing popularity of social media has many B2B marketers changing their marketing mix to include it. What are the most commonly used B2B social marketing tactics? Find out in this week’s chart.
by Jen Doyle, Senior Research Analyst

The use of social media tactics for B2B

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Participating on company-branded or -managed social networks is the most commonly used tactic, with 87% of study participants indicating that they execute it. This is likely because of the ease of setting up profiles on social networking sites. Creating a social networking profile on Facebook or LinkedIn may only take minutes, but without a strategy and consistent execution, results will likely suffer.

This is also the case with the next most commonly used B2B social marketing tactics; microblogging on company branded or managed microblogs. It only takes minutes to create a Twitter profile, but the results will be reflective of the strategy and consistent execution of this tactic.

Another commonly used tactic is blogging on company-branded or -managed blogs. Consistently creating and publishing blog posts requires significant resources, but since it is a highly effective tactic, more than half of B2B marketers participating in this year’s study indicated they were doing so.

For additional research data and insights about B2B marketing, download and read the free Executive Summary from the MarketingSherpa 2011 B2B Marketing Benchmark Report.

Useful links related to this chart

Subscribe to the complementary Chart of the Week newsletter

MarketingSherpa 2011 Wisdom Report

Members Library -- MarketingSherpa's Take on B2B in 2010: Part one -- lead nurturing and social media

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Comments about this Chart

Feb 02, 2011 - David Hunter of Consultants Group LLC. says:
The % of all b2b companies using FB and/or linkedin is far below the 87% you specify, so who exactly is this audience? Your readers...who you inherently affect by publishing to and constantly polling. Online marketing has a lot of bad research...yours is among the worst.

Feb 02, 2011 - Sergio Balegno of MarketingSherpa says:
Thanks for your comment, David. And thank you for suggesting that our publishing has had such a profound effect on the opinions of the 935 B2B marketers represented in the chart. But to substantiate this data further, we just fielded another survey, as yet unpublished, with responses from more than 2,200 B2B marketers this time - and the results for social network use are very similar. If you have seen recent data of similar depth that contradicts these findings, I encourage you to let me know. Otherwise, you may want to get working on your organization’s social network marketing program! Sergio Balegno Director of Research MarketingSherpa / MECLABS Primary Research

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