by Jen Doyle, Senior Research AnalystThe use of social media tactics for B2BClick here to see a larger, printable version of this chart
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.
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from the MarketingSherpa 2011 B2B Marketing Benchmark Report
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Members Library -- MarketingSherpa's Take on B2B in 2010: Part one -- lead nurturing and social media