Firms Still Unsure about Social Media Strategies - Accenture
- Publish Date
- 25 Nov
- Category
- Online Advertising
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The report – ‘Embracing Social Media in a B2B Context’ – found that almost two-thirds of North American B2B marketing executives view social media as an extremely important or a very important channel to interact with customers, partners and stakeholders. However, only 7 per cent of those surveyed felt that their organization was leveraging social media very heavily.
In addition, the Accenture survey showed that 9 per cent of B2B marketers were not using social media at all. Underpinning that point, a recent study by Webmarketing123 compared social network activity among B2C and B2B brands and found that 12 per cent of B2B marketers neglect social networks entirely, compared to only 2 per cent of B2C marketers.
B2B marketers told Accenture that technology, tools, metrics and collaboration could be useful to strengthen their social media programs. Nearly half of respondents said new tools and technology would make their social media efforts more effective, and 41 per cent said improved measurement would be helpful. Almost as many B2B marketers said that cross-organizational collaboration would help make their social media programs successful.
Kevin Quiring, North America CRM lead at Accenture, said: “B2C marketers have been doing social media at scale for 3 to 5 years and have had a significant head start. Now B2B marketers have to learn the tough lessons about engaging in the dialogue and having to deal with the damage control that comes along with that—and that frightens them.”
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