LinkedIn Continues To Top B2B Marketing Social Media Usage

LinkedIn tops B2B marketer’s list of social media platforms used but Twitter, Facebook, and YouTube / Google+ all were used by over 50% of respondents, according to B2BMarketing.net’s new Social Media Benchmarking report. 40% of respondents indicated that LinkedIn accounted for the majority of revenue from social media, but it was unclear to what level.

Social Media Use

Among those surveyed, 94% use LinkedIn, 84% use Twitter, 77% use YouTube and Facebook, and 61% use Google+. Twitter was named as the social network that is the best platform for boosting performance, followed by LinkedIn and Facebook.

B2B Marketing Social Media Key Challenges

b2b social media marketingThere were a few issues listed by respondents when asked what their biggest challenges have been when implementing and maintaining a social media presence. These included:

  • Difficulty of providing ROI (return on investment)
  • Lack of budget and audience
  • Lack of time and planning
  • Lack of understanding when it comes to social media as a whole

Even though many of the marketers who responded cited a lack of understanding social media, 48% of all surveyed agree that social media is important in an overall digital marketing strategy.  30%, the second biggest section, said that social media has some importance in their marketing strategy.

Despite this, only 21% of respondents used a paid-for social media monitoring platform, with 49% indicating they use free social media monitoring solutions. Only 18% of those surveyed planned to use a paid for analytics service in the future.

But as a whole, social media remains an important part of B2B marketer’s strategy. The B2B Content Marketing Report by Marketing Profs and the Content Marketing Institute found that 87% use social media, other than blogs, for executing content marketing initiatives. The 87% usage of social media ranked as the highest tactic, with an average of 12 – 13 tactics used by survey respondents for the report.

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