Every day, 400 million Tweets, 534 million Facebook updates and 2 million blog posts are generated worldwide. Not all of these are in a consumer context as social media increasingly engage b2b audiences.
According to B2B Marketing, 38% of companies that sell to b2b markets have a “defined” social media strategy, and 61% have an “ad hoc” strategy. Twitter is the most popular platform, followed by LinkedIn (used by 85% and 82% of organizations respectively.) According to the magazine, the top three objectives of a social media platform are:
- To drive traffic to the website
- To build brand and positioning
- To strengthen thought leadership
Social media monitoring within b2b markets, including nature and frequency of use of mobile technology (such as smartphones and tablets and their apps), has become more and more popular in voice of the customer surveys and brand health tracking research.
Did you know?
Between 10% and 15% of b2b online surveys are accessed through a mobile device (smart phone or tablet). Within two years, this is expected to reach 20%.