Only 49% of surveyed B2B brands track what consumers are saying about them via social channels, compared with 78% of B2C brands and 68% of brands that serve both B2B and B2C markets.
Moreover, only 31% of B2B brands have processes in place to follow up on customer feedback posted on social websites, compared with 58% of B2C brands and 54% of those serving both markets.
Below, additional findings issued by Satmetrix, based on a global survey of Netpromoter.com community members.
B2B brands are less likely than B2C to track and follow up on social conversations:
- Among those 49% of B2B companies that do track conversations via social channels, 27% both track and follow up with social posts, and 22% track posts only.
- Among those 78% of B2C companies that track social media conversations, 53% both track and follow up with posts, and 25% track posts only.
Similarly, among those 31% of B2B that do follow-up on consumer feedback via social channels, 27% both track and follow up, and 5% only follow up.
Among those 58% of B2C companies that follow-up with social posts, 53% track and follow up, and 4% only follow up.