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B2B Social Media – How Do Your Efforts Stack Up?

Stack of Pancakes

Earlier this week, I did a post that looked at how businesses are using social media to find business-related info and how you might be able to reach customers and prospects via these mechanisms. I thought it might be interesting to flip this on its side and look at what social media related initiatives companies have in place, top activities, how much time and resources they are committing to these efforts, and how they measure success.

Take a look at the statistics below from Business.com’s 2009 Business Social Media Benchmarking Study and see how you stack up.

- Over 1900 participants in the study indicated that they work for a company involved in social media initiatives. 92% are directly involved in planning or managing these initiatives.

- On average, these individuals spend 18% of their time in any given week working on these initiatives. 

- 71% of the companies surveyed have less than two years of experience with social media.

- The average company in the study is currently involved in 7 different social media efforts.

- Top activities include – maintaining company related accounts and profiles on social media sites (70%), followed by monitoring company-related mentions on social media sites (60%) and maintaining one or more company blogs (60%). 

- 66% of social media initiatives are driven by marketing, followed by 23% by customer support and 8% by product development departments.

- On average, companies use four different metrics to measure their social media initiatives - web site traffic, engagement with prospects and customers, brand impact – basically awareness and reputation, quantity and quality of leads

- 80% maintain a presence on Facebook.

- 56% have a company account on Twitter. 

- A typical company in the study, maintains a presence on three different social media sites.  

- 47% of companies in the study upload content to one or more content sharing sites. So, although they may have a profile on Facebook, Twitter, LinkedIn or YouTube, some companies may not be regularly sharing content. Over commitment to many social media initiatives at any one time has been sited by numerous case studies as a driving factor behind poor social media performance.   

- YouTube is the leading business content sharing site; used by 65% of those in the study that share content online.

 So what’s your take on this? Are any of these statistics representative of your company?

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4 Comments.


  1. Ruth,Glad to see you found value in our business social media study. You may also be interested in another one we recently released - 2009 B2B Social Media Benchmarking Report - which provides more in-depth coverage of findings relevant for B2B companies. The report can be downloaded here - http://www.business.com/info/b2b-social-media-benchmark-study. Best,Ben HannaVP, MarketingBusiness.com

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  2. Nice stats! It's good to see that so many companies are embracing social media and using it to their advantage. It really is a great way for people to reach a targeted audience. Gonna forward these stats to my boss!

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  3. It is amazing how bussiness's are using social media.

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  4. Great Stats and good to see that there are so mnay companies out there using social media for their marketing. I will also be using these statistics to help promotemy cell phone biz

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