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 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.
Among all surveyed brands, 40% both track and follow up on social conversations, 34% do nothing, 21% track but don't follow up, and 5% only follow up on feedback.
Social Tracking and Follow-Up, by Region
Across geographical regions, there are remarkable similarities in social media tracking and follow-up activity, though brands in North America lead—49% and 18% do so, respectively:
Measuring Social Media
More than two-thirds (67%) of all surveyed companies do not measure or quantify social media; however, among B2B companies surveyed, that proportion is 75%, according to the report.
Among all brands that do quantify social media, 56% count comments and fans/followers. Only 4% use any type sentiment tracking platform.
About the data: Findings are based on a survey of 1,180 community members of Netpromoter.com that was fielded in January 2012. Some 43% of the respondents were from B2B companies, 21% from B2C, and 34% from brands serving both B2B and B2C markets. One-half (50%) of the responses came from North America, one-third (33%) from EMEA (Europe, Middle East, and Africa), 6% from Australia and New Zealand, 5% from Asia, and 4% from Latin America.
Enter your email address to keep reading ...
Know someone who would enjoy it too? Share with your friends, free of charge, no sign up required! Simply share this link, and they will get instant access…
Social Media Articles
You may like these other MarketingProfs articles related to Social Media:
- The Best Days and Times to Post on Social Media
- How Business Owners Feel About Twitter's New Check Marks [Infographic]
- 24 Do's and Don'ts of Social Media [Infographic]
- Wither Facebook? The Social Platforms Used Most in 2023
- How B2B Marketers Can Use an Organic Social Media Strategy for Success in 2023: Dorien Morin-van Dam on Marketing Smarts [Podcast]
- How to Turn Your Social Media Marketing Into a Profit Center [Infographic]