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Sep 28, 2010
Article

New Chart: The Effectiveness of Social Media for B2B

SUMMARY: What B2B marketing tactics are effectively achieved through social media? From influencing brand awareness and reputation to increasing online sales, find out which tactics topped the list in this week’s chart.
by Jen Doyle, Senior Research Analyst

Most Effective Use of Social Media In Achieving B2B Branding Goals

View Chart Online
Click here to see a larger, printable version of this chart

In B2B marketing, social media is most effective at achieving branding goals, such as influencing brand reputation and increasing brand awareness. It’s also a very effective SEO tactic for improving search engine rankings and increasing website traffic.

However, social media does not currently rank as high on the B2B lead generation scale. The reason is that most marketers are so accustomed to using quantitative metrics to measure effectiveness that they overlook the qualitative nature of social media. For example, it’s not necessarily the number of comments about your brand on an industry blog that's important -- it’s the positive or negative nature of the commentary.

For additional research data and insights about B2B marketing, download and read the free Executive Summary from MarketingSherpa’s 2009-2010 B2B Marketing Benchmark Report.

Comments about this Chart

Sep 28, 2010 - Jeff Quandt of On-Q Marketing says:
Information is a bit old since it was gathered in December of 2008. Any chance of seeing the same chart with more recent research data?


Sep 30, 2010 - Ricardo of sharedserviceslink.com says:
Very interesting chart. I noticed however that the data was collected in dec 2008 and I am sure we all agree that the landscape has changed a lot over the last two years. Specially twitter and linked in. So I question how this chart would look like today



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