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
- 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.