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B2B Brands Trail B2C in Social Media Monitoring, Follow-Up

May 23, 2012

Many B2B businesses are ignoring the consumer insights that social media can provide, according to a report by Satmetrix.

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 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.

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