According to a recent study by Accenture, only 8% of B2B companies would describe their social media usage as extensive. This is in contrast to the 65% of respondents who indicated that social media is extremely or very important. And let’s not forget the 26% who are not engaged or slightly engaged in social media.
We keep seeing studies about social media adoption that are wildly different from the reality we see when talking to B2B companies. Many surveys seem to aggregate the data in ways that create screaming headlines that cause people to share them with their social networks. It’s important to look at the data beyond the headlines. This particular study shows a large number of B2B companies are engaged at some level, but that could mean they created a Twitter account and don’t what to do next.
The survey discovered that the cause of the difference between heavy adoption and its perceived importance is due to a lack of resources and confidence. 50% of marketers surveyed felt they needed new tools and technologies to manage their social media efforts and 40% indicated that their team was not properly trained to take advantage of social media. This is compounded by the 20% who were not confident that they had enough information to make the right decisions to move forward.
There’s lots more information in the full report, including the importance of expanding social media beyond marketing and the adoption of a social CRM model, and you are bound to find something that can help your next conversation, presentation or conversation with the boss. Here’s a link to the free report: Making Social Media Pay – Rethinking Social Media’s Potential to Bolster B2B Interactions, Customer Loyalty, Revenues and Brand Reputation.
What else about the report resonates with you?