Daily Social Media Usage Includes B2B Customers and Prospects

Many B2B companies complain that their customers and prospects don’t use social media. According to the growing stats, 40% of the world uses a social media site every day. And your B2B customers and prospects are likely among them.

Our friends at Saxum created this infographic for social media day (It was Sunday, June 30 if you missed it). It shows activity on major social platforms every day. While not all B2B social media activity takes place on major platforms, this provides good justification for exploring social media platforms further. The complete infographic is below.

Once you begin to identify where your customers and prospects are on social networks, the next step is to determine what kind of useful content you need to create to connect with them.

Here are some of the relavent stats to B2B marketers:

  • 1 out of every 7 minutes spent online is spent on Facebook.
  • 23% of Facebook users check their newsfeed more than 5 times per day.
  • 2.1 billion search queries are conducted on Twitter every day. That’s almost half as many as performed on Google.
  • 1,370 company pages are added to LinkedIn every day.
  • Facebook and Twitter traffic peaks in the afternoon.
  • LinkedIn traffic peaks in the morning.
  • 200 million hours of video are watched on YouTube every day.
  • 10 million presentations have been uploaded to Slideshare.

What have you discovered about your B2B customers’ or prospects’ social media habits that have justified your activities? Let others know in the comments below.

Click the infographic to view a larger image.


  1. says

    Jeffrey, While the stats are nice I’m going to play a bit of devils advocate here. The data that is being presented here is aggregate and in my mind means very little to a B2B marketer. It is true that many B2B marketers like myself do complain about their customers not using social but it runs deeper than that. I would say by my own observation that 95%+ of those in decision making roles that have a Twitter account are either having someone publish for them or they are one way only. There is no way to make a meaningful relationship with an advertisement. Additionally it seems with everyone having their own agenda that they are push only and don’t even seek to engage with an audience. So to this I ask you how do i action against this data as a B2B marketer? Run more ad’s on Facebook? I’ve tested them on Linkedin in multiple formats with little to no success. Should I be blogging more? While I am an advocate for social I am failing to see the ROI from these efforts. To me social has and always was an opportunity to generate relationships. With B2B having long sales cycles it would seem that social would be a great place to nurture relationships that provide real two way value. However, that requires real participation and I see very little of that. Would love your thoughts.

  2. says

    Interesting stuff and shows that their is potential for social media with B2B customers but I agree with Keith Burtis that not a lot of ROI for our efforts.
    I do know that as a plastics manufacturer we are light years ahead of most of our competitors with social media. I am not sure how it will all pay off but I am convinced that you do need to participate and be active. The main problem is that most of the decision makers are older and do not see the value in social media. It will take a few years until this younger generation who has grown up with it takes over that you will truly see it explode.

  3. says

    I agree with Keith to a large extent. I see a lot of laggards in the B2B space and still very few early adopters (relatively speaking) using social media consistently. However, I think some of the key platforms are evolving quickly (such as LinkedIn with its new Sales Navigator suite), and these will make it easier for connections and conversations to take place that facilitate B2B relationship-building.

  4. says

    Great comments to a post about the potential for social media in B2B. I agree with everyone who posted – I think it depends on the industry and the age of the major decision-makers in the industry and the specific company. And yes, a lot of CEOs have someone else handling their twitter feed and many B2B companies are posters, not conversationalists.

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