Which Social Media Sites do B2B Companies Prefer?

Key Content Marketing

Business to business companies still lag behind business to consumer companies when it comes to social media use. In fact, 68% of B2B companies reportedly use social media compared to 79% of B2C companies (King, 2013).

What’s the reason for the gap? Ramos (2013) attributes it to the fact that “you just don’t see the big reach, eye-popping creative or exuberant engagement with B2B social marketing that you do with programs focused on consumers. Money and resources are clear limiting factors, B2C outspends B2B by leaps and bounds…the specificity of B2B audiences and differences in social behavior and expectations while on the job will likely cause this gap to remain for longer than B2B marketers would like to admit.”

In terms of social media platform preference, Stelzner notes in his 2013 Social Media Marketing Industry Report, that B2C companies are using Facebook more, whereas B2B companies are focusing more on LinkedIn and Blogging. In…

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