The “B2B Social Media Report” published by Brandwatch has found that Twitter is the top social platform for B2B brand mentions, with 73 percent of them happening on the site. In comparison, only 13 percent of B2B company mentions are found on Facebook.
About 47 percent of the B2B companies using Twitter said they have one account and 25 percent claim they have multiple accounts. However, not all companies are leveraging Twitter and its potential. While 53 percent of respondents said they broadcast and engage with other users on Twitter, 42 percent admitted to not having an account or any activity on the platform.
“While competitors are benefitting from using Twitter for customer service, lead generation, recruitment and much more, reluctant B2B brands are falling behind the curve,” wrote the authors of the report.
But exactly how much are B2B companies relying on Twitter for marketing purposes? Statistics show that social media plays a critical role in the marketing of new products.
Turning to Social Media for Product Promotion
The “State of B2B Product Marketing” report released by Regalix shows that 71 percent of B2B marketers rely on Twitter immediately following a product launch. About 81 percent of marketers prefer LinkedIn, while 54 percent use Facebook.
While marketing products on a continuous basis, 76 percent of respondents said they tap into social media. However, the company website (91 percent) was the top digital channel for marketers, with email (89 percent) ranking second on the list.
Twitter’s user base in the U.S. grew by 12 percent in 2014, topping 48.4 million users, according to statistics published by eMarketer.