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A new report from digital agency White Horse shows that while social media is gaining traction with B2B (business-to-business) marketers, there’s still a way to go for it to be on the same level as B2C (business-to-consumer) marketing.

Entitled B2B Goes Social, the report offers some interesting insights into how social media continues to struggle somewhat at making inroads into business-led marketing.

While it could be argued that social media is more suited to B2C marketing – due to a more customer-focused approach and feel than a dedicated corporate sales channel – it’s still a little disappointing to see that B2B continues to lag in some key areas.

• 32% of B2B marketers are active within social media daily, as opposed to 52% of B2C marketers.
• 46% of B2B marketers say internal decision-makers view social media as irrelevant, compared to only 12% of B2C marketers.
• 60% of B2B marketing companies have no full-time social media bodies as opposed to 46% of B2C companies.
• Only 10% of B2B marketing companies have 5 or more part-time staff involved in social media compared to 19% in B2C.

The good news is that, while these stats are a little disappointing, B2B marketing and social media is coming together better than B2C marketing in some areas.

• 86% of B2B marketers use social media, compared to 82% of B2C marketers.
• B2B marketers are more active with podcasts and forums, while B2C marketers remain focused on user-generated content.
• 42% of B2B marketers have at least two part-time staff dedicated to social media, compared to 19% of B2C marketers.

While this is encouraging, reading the complete report shows B2B marketing and social media are still awkward bedfellows.

What stands out the most is the irrelevance factor. With almost half of those surveyed saying that decision makers see social media as irrelevant, the result is that only 10% of B2B marketers have used an outsourced agency or consultant for their social media needs. Compare this to 28% of B2C marketers, and the difference is clear.

So what can be done?

• Better education. It’s no longer enough to be using the Why or the How argument anymore when ot comes to social media. What’s needed is the Enable, where solid proof, examples, results and more are used to promote social media as a viable business strategy.
• Lead by example. Use your company as an example of how B2B marketing can and does succeed. Share your success stories. Don’t worry about your competitors stealing from them, because you’ll already be at the next stage. You’ll also be seen as thought leaders by your competitors’ customers.
• Tactical awareness. Social media for B2B marketing is just like any other part of your marketing make-up. You still need tactics and strategies to map out where you are, where you want to be and the compass points in-between. Build your social media marketing ideas around the same solid tactics you use for other marketing plans.
• Man the forts. Social media won’t succeed unless you have the adequate manpower. Whether it’s a core team of part-time or an an outsourced use-when-needed basis, or at least one full-time strategist or planner, make room in your marketing department for a dedicated social player. Otherwise, why bother?

The good news is that B2B marketers have come a long way when it comes to social media. The bad news is, again it’s still not far enough. Blame the decision-makers, or blame poor education. But at some stage, the blame talk has to stop and the real action begin.

Is your business blaming or acting upon?

You can get the free B2B Goes Social report by downloading it here.

image credit: white horse