How to Build a Great B2B Community on Facebook

b2b-facebookWe know you (yes, you B2B marketer) are skeptical. The social network of choice for many B2B marketers is LinkedIn. Even though Facebook is the largest social network by far (and one of the most trafficked websites overall), B2B marketers remain skeptical of Facebook’s viability for marketing impact.

Mike Lewis, Chief Marketing Officer of Peoplefluent kicked things off his session at MarketingProfs B2B Forum with a few important statistics courtesy of a recent Hubspot report about Facebook:

  • 750 million monthly visitors
  • 51% more likely to make a purchase after they “liked” a brand on Facebook
  • 41% of B2Bs surveyed indicated they have acquired customers through Facebook

Here are three examples of B2B Facebook pages worth reviewing:

Mike also showed a business page he worked on – Awareness Social Media Best Practices – and the key is / was content and communication (and literally, “best practices”). The page went from 0 – 10k likes in 2011 and more importantly the organization could track 22% of leads back to a first interaction on this Facebook page.

What makes these examples outstanding?

  • Audience engagement
  • Compelling and relevant conversations
  • Encouraging the share
  • No selling (direct selling at least)

6 Keys to effective B2B Facebook page development:

  • Paying Attention
  • Interaction
  • Content
  • Presence
  • Management
  • Measurement

On paying attention: listen to people and their actions and behaviors. This is the heart of a Facebook strategy but more importantly (taking a phrase from Chris Brogan – paraphrasing) ”It’s not what you say, it’s about what you hear.”

  • Why are you listening?
  • Where are you going to listen?
  • What are you going to pay attention to?

Silo your attention based on brand, keywords, buying signals, etc. Understand the market landscape, brand, competition, customers, influencers, buying intent phrases (situational, problems, etc), and of course, what’s happening on the page itself.

If attention is the yin, interaction is the yang. Mike outlined how to understand your extended audience, since your direct competition is not necessarily your competition on Facebook. You’re also competing with other brands, a person’s friends, family, network, etc.

At a high level, here is your extended audience and the basis for how to communicate with them:

  • Broad Extended Audience – share photos and videos
  • Passive – ask questions
  • Moderate – consistency is key
  • Active – make them champions
  • Influential – guest post opportunities

Considerations for improving and developing presence:

  • Use milestones
  • Star and highlight important information
  • Connect other channels
  • Use custom tabs within your Facebook page
  • Maintain consistent branding across Facebook page

All in all great examples and ideas that hopefully can sway a skeptical B2B market audience to do more with Facebook.

5 Ways B2B Companies Can Generate Leads on Twitter

b2b-twitter-birdMany B2B businesses have a Twitter account these days, but simply being on Twitter is not enough.

If you or your employees are going to spend time using social media networks, there have to be objectives and it has to work for your business.

It’s fine if you want to use Twitter as a news publication feed – but there’s so much more you can do with it as a B2B communication tool.

Why not use Twitter as part of your new business strategy? If it’s not going to help your business grow and develop, then you’re really wasting time. Get your new business development team involved with planning your Twitter profile. You can also find out their tactics and make sure social media is integrated and woven in to really work together.

Twitter works best when there’s some level of personalization and chat. As well as a news feed, Twitter acts as an introduction service essentially, as it is so easy to connect with people.

There’s an old adage that says products don’t sell, people sell. So use Twitter for the communication tool that it is and get chatting.

1. Give your organization a face

Let people know who they’re talking to instead of a faceless organization. Having a corporate account is important, but it’s very hard to hold a conversation with someone if you don’t know who you’re talking to. Add the personal Twitter handles of those who are talking into your bio, so people know who you are, and can also follow your personal accounts.

2. Share content to drive people to your website

A varied content schedule should incorporate a mix of updates, interesting articles as well as company news. However, make sure you create and post content which gives people the opportunity to visit your website or specific landing pages.

This can be via blog and news posts, new sections or products which have launched or anything else of interest to your customers.

3. Mention people you have met

People like being mentioned on Twitter – it starts conversations and you get to know people and they get to know you. If you’ve been to a networking event, conference or meeting, give the event and anyone you’ve met a shout out and cement the contacts you’ve made.

This reminds people who you are, gives them your contact details and can often lead to further communication and a meeting.

4. Use Twitter to create warm leads

Your new business development manager could sit down and plow through a lot of cold calls with relevant businesses but this is really a shot in the dark. However, if you start connecting with other businesses and other business people through Twitter, this is a friendly way to introduce your company and start to form a relationship.

Start to follow any people or businesses you think have new business potential. You could mention a blog post they’ve written or comment on some of their business news – anything that opens a conversation. They key is to start that conversation, not start a sale.

5. Assess your progress regularly

It sounds simple, but this is something many companies forget to do. You need to decide on some objectives and metrics to measure these objectives. These might be to increase relevant followers by so many every quarter, to set up a certain number of business meetings and achieve a certain number of click-throughs to your website.

Have you been successful at generating new business for your B2B company on Twitter? Let us know in the comments below.

4 Ways LinkedIn is All-In for B2B Content Marketing

b2b-LinkedIn-LogoLinkedIn has always been the professional social network and the most effective network for B2B marketers. The mission of LinkedIn is to connect the world’s professionals and make them more productive. As they focus more on content marketing, there are strong parallels, as the right content can also make users more productive.

The context of LinkedIn is professional. This is important to understand as LinkedIn is a customer first company. Even though customers go to Facebook at night, the next morning they come back to LinkedIn with their professional hat on. They are aspirational as they think about their career and other professional goals. They are investing time in the platform, rather than spending time.

Marketers need to put their prospects and customers first when it comes to content.

Here are the four ways that LinkedIn is all in for B2B Content Marketing:

1. LinkedIn Today

LinkedIn Today promotes content from the web that is shared using the LinkedIn Share button. The most popular content is surfaced to LinkedIn members, and shown to their based on their industry, interests and self-selected categories.

2. Influencers

LinkedIn selected 150 influencers to launch this program by offering the opportunity to post long form content about any topics, or blog, on LinkedIn. The only guidelines LinkedIn provided were that members are interested in content that informs, educates and inspires. These posts generated rich, deep comments from real thought leaders. The program has expanded to 400 people since its launch last year.

3. Slideshare

The acquisition of the world’s largest collection of business presentations really brought the idea of visual content to LinkedIn. There was always a strong connection between two platforms, as they both focused on the business side of things, but by using the Slideshare technology, LinkedIn has created more opportunities to post richer, visual content on profiles and company pages.

4. Sponsored Updates

LinkedIn took their time developing an in-stream, native ad product because of their customer first focus. These updates appear across mobile, tablet and desktop versions of the site. One example of a company that has achieved success with these updates was marketing technology company and power content creator, Hubspot. They got 400% more leads from their sponsored updates than any other source.

Change the marketers mantra from always be selling to always be helping

The key ingredient to better content experience is relevance and as marketers move from information to insights they can create more relevant content. Three ways to create more relevant content in real time:

  • Waiting for the Moment:
  • In the Moment:
  • Anticipating the Moment:

What is LinkedIn doing to help marketers make sure they have relevance content?

  • Highlight content types
  • Quantify content influence
  • Provide recommendations

How have the changes to LinkedIn and their approach to content marketing affected your B2B marketing on the platform? Have these new opportunities driven more traffics and leads to your own content?

Why Google+ Communities are the Best Place for B2B Relationships

b2b-Google-plus-communities1Google+ is not just a social network for B2B companies. It is part of a larger vision for the internet. Just a few years ago the internet was the online space where users would seek out information or purchase products. Social networking caused a shift to users connecting with other users. It has now become a hybrid of these two systems, one where users are still seeking out these products and information, but also conversing with one another about them (aka word-of-mouth). This is not just consumers talking about jeans and chewing gum, but B2B users talking about business purchases.

So, where is the best place to bring this trend to life? Where is the best place to get all of this wrapped up into one piece that is satisfying and engaging? Google+ Communities offers a clean, well-formatted destination where business relationships can blossom and stay consistent.

b2b-Google-plus-communities2

All of your communities, which are filled with like-minded users, are presented in an easy navigational format.

Need to build your communities list? Simply search for it.

b2b-Google-plus-communities3

Alongside users, you can specify exactly what kind of Communities you want.

b2b-Google-plus-communities4

Once inside your Community, it is now time to interact. And remember, listen first, then engage. No broadcasting allowed.

Why is it beneficial to someone who is looking to build a business relationship? Simple. Within these Communities you will find the exact people you want to converse with, and over time, if you continue to listen then engage, you will build valuable B2B connections.

What makes this different than LinkedIn Groups and Twitter Search? In comparison to LinkedIn Groups, Google+ is a much cleaner layout. There is also much less self-promotion and span. Twitter Search, albeit highly beneficial in finding specific influencers, does not capitalize on a group atmosphere to help solve problems and/or simply converse about a topic. Twitter is a great direct communication network, but it is not meant for roundtable discussions.

Google+ combines all of the direct internet access and search values with the multimedia functions of Facebook. This is a deadly combo when looking to share information. Sharing helpful blog posts in a Community will increase the number of +1’s, thus helping its rankings in Google Search.

Finally, consistent engagement in these communities is vital. Going in every once and a while will do absolutely nothing. But if engagement is consistent, relationships with B2B prospects will be built and eventually business can be exchanged through these relationships. And business is not the only thing that can be exchanged, knowledge can as well. For example, I am a Manager of Social Media Strategy, but I am always looking to learn more and hear from others in my industry. Google+ Communities supplies me with this learning fulfillment because it is allowing me to converse regularly with others in my field that have knowledge I might not have yet. Google+ Communities and learning go together like peanut butter and jelly.

So, set some time aside and start engaging. You will find yourself learning more by the day and building relationships with others in your industry. And since the B2B Community’s backbone is made of relationship building, Google+ Communities is the best route to take.

REPORTS: LinkedIn is the Most Effective B2B Social Network

b2b-LinkedIn-LogoLinkedIn has always been the social network that gets the business attention, especially from B2B marketers. If you are trying to justify resources (time and money) for focusing on LinkedIn, several reports combine to make the case that results are real. But like everything in social media, use these resources to guide your thinking while you discover if your customers are there.

1. LinkedIn Drives More Traffic

In this recent post, Webbiquity looks at the top social networks and analyzes how they drive traffic to B2B blogs and websites. On average, social media drove 5% of traffic to all B2B sites, however, it drove 17% of traffic to blogs and only 1.1% of traffic to commercial B2B websites. When they looked at the traffic by site, 90% of the social traffic was driven by the big three networks, with half of it coming from LinkedIn.
Share-of-B2B-Social-Traffic1

2. LinkedIn Drives More Leads

In a study of over 5,000 businesses, HubSpot found that traffic from LinkedIn generated the highest visitor-to-lead conversion rate at 2.74%, almost 3 times higher than both Twitter and Facebook. This was a mix of both B2B and B2C companies, but the large sample size clearly shows that a focus on driving leads from LinkedIn works.
b2b-linkedin-social-conversion

3. Your B2B Marketing Peers Use It

Across multiple studies, eMarketer has found that an average of 80% of mostly B2B and small and medium sized businesses use LinkedIn for marketing. A number this high, across multiple studies, really adds to the validity of the number. While this study doesn’t define what how marketers use the platform, or how effective they view it, the next point addresses that.
b2b-linkedin-marketing-usage

4. B2B Marketers Call It the Most Effective Social Network

In a recent content marketing survey of the 50,000 member strong B2B Technology Marketing community on LinkedIn, 85% of those surveyed indicated that LinkedIn was the most effective social network for distributing content.
b2b-linkedin-marketing-effectiveness

5. LinkedIn is Creating More Marketing Opportunities

A recent eMarketer report describes the changes coming to LinkedIn as they grow their ad revenue business with a variety of sponsored opportunities beyond text and banner ads. These include sponsored company updates, or what are called native ads in the feed, and ads that mimic the functionality of Slideshare, a platform they bought last year. As LinkedIn re-makes itself as a content platform, do not overlook the opportunities to post content directly on the platform as part of their thought leader blogging program, although it appears that they are not taking any new entries into the program.

B2B LinkedIn Takeaways

As you begin exploring the effectiveness of LinkedIn for your B2B company, here are some specific tactics that will build your following and drive traffic, leads and awareness. What are your favorite LinkedIn tactics?

  • Grow your LinkedIn Company followers by encouraging followers on other networks to follow the company on LinkedIn.
  • Share both gated and un-gated content on LinkedIn company page.
  • Encourage employees to share company content of their LinkedIn pages.
  • Discover LinkedIn Groups with your target prospects and encourage appropriate employees to participate in the conversation, not just share links.

What B2B Marketers Need to Know About Facebook News Feed Changes

Facebook provided new insight into their news feed algorithm, as well as announced a subtle change to its functionality. This is critical information for B2B marketers who use Facebook to connect with customers and prospects.

According to a recent study by Forrester, 39% of B2B decision makers use Facebook for business purposes. They participated in the following activities on the platform:

  • 71% connected with people they knew
  • 57% liked a brand or vendor on Facebook
  • 51% clicked on an ad or sponsored post
  • 51% posted on a brand or vendor’s page

If your customers and potential customers are on Facebook, as many are, they are participating in the activities that will drive your posts into their news feed.

Facebook estimates that the average users’ feed could contain up to 1500 items every time the news feed loads. The algorithm selects about 20% of those potential items to show in any individual’s feed.

The following signals influence what appears in a person’s feed:

  • How often that person interacts with the friend, Page, or public figure
  • The number of likes, shares and comments a post receives in general and from that person’s friends
  • How much that person has interacted with this type of post in the past
  • Whether or not that person and other people across Facebook are hiding or reporting a given post

The recent change announced to the news feed algorithm involves older posts that were not seen. “Now organic stories that people did not scroll down far enough to see can reappear near the top of News Feed if the stories are still getting lots of likes and comments.” This means that popular posts missed by people who normally see your posts will pop to the top of their news feed. In a small test Facebook found an 8% increase in likes, comments and shares on these posts.

Marketing Takeaways

  1. Grow your Facebook fan base by reminding customers and prospects of your Facebook presence on all communications. And don’t just say you are on Facebook, but include the address.
  2. Share a mix of engaging posts to connect with fans, as well as posts that drive traffic back to your blog or website. Gratuitous posts about kittens and puppies should be used sparingly, unless you are a pet supply house.
  3. These changes do not affect advertising on Facebook, but you can consider promoting posts to increase the engagement around them to make sure they surface later.
  4. Measure your success from Facebook to make sure your goals are being met. Growing your fan base and increasing your reach are tactics that can lead to your business goals, like increasing leads or improving customer service.

What are the most successful tactics you have used on your B2B Facebook page? Did they drive engagement on the post or traffic and conversions back to your website?

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.

How To Find the Best B2B Social Media Linkedin Groups

Most people learn how to use Linkedin by building a network of professional connections. Some even take the time to post updates to their activity feed. But if you haven’t noticed yet, not a lot of people hang out in the activity stream on Linkedin.

The lion’s share of real engagement happens in Linkedin Groups, especially for B2B companies. But not all Linkedin Groups. Most are veritable spam fests where unscrupulous marketers spam links to promotions or try to drive clicks to their blog posts.

So how do you find the really good Linkedin Groups? How can you tell which ones are worthwhile, and which ones are worthless?

You could just join a bunch of groups, follow the activity that occurs in each one and learn that way. But that’s time consuming. And since there are nearly 1.6 million Linkedin Groups and you can only join 50 at a time, finding the genuinely worthwhile groups that way could take a lifetime.

As an example, I used Linkedin Group statistics to analyze the three B2B social media groups I’ve been a member of to see which one is the best.

I’d rather spend more time in one Linkedin Group where I can have real discussions with other professionals who are interested in exploring a common topic, then spread myself thin over a bunch of groups, particularly if some of them are spammy.

Here’s how to use Linkedin Group Statistics to see which ones to join.

1. Review the Group

Go to the Linkedin Group you’re considering joining. But don’t join right away.

Instead, scroll down below the “Top Influencers of the Week” box in the right-hand column and find “Group Statistics.” The “3,759” number you see in the image is not accurate. Every group uses the same generic artwork. So ignore it and click “View Group Statistics.”

2. Review the Activity

Once you’re in the Linkedin Group Statistics page, click the “Activity” tab and check out the graph on the right. “Discussions” are new posts left to the Group and “comments” made underneath new discussions. A better way to think about “discussions” is as “new posts,” because if no one comments, they aren’t actually discussions.

3. Compare Discussions to Comments

The chart will give you a snapshot of whether or not people are having conversations. If the number of discussions is much higher than the number of comments, people are leaving new posts, but they’re not starting conversations. Unfortunately, this is the case most of the time in Linkedin Groups.

Now and again, as in the Linkedin Group used in the example above appears currently to be hosting healthy conversations, but not until recently. In fact, comments surpassed discussions just last month. Could it be a fluke?

4. Look at the Conversations

Let’s check it out and see. Just because there’s a healthy conversation going on, doesn’t necessarily mean it’s a worthwhile group. A low ratio of discussions to comments is necessary, but not sufficient. So hop on over to the group’s activity feed and see if the discussions are interesting to you. If they are, join up.

As a rule of thumb, closed groups tend to be less spammy than open groups because they are actively monitored by a community manager. Some Linkedin Groups have rules for what they do and don’t allow. If they have rules, the manger will send them to you if your membership is approved.

So which B2B Linkedin Groups are the healthiest?

I compared the following Linkedin Groups:

Here’s what I found:

With more than 200 discussions posted in recent months, both B2B Online Marketing and BtoB Marketing do have more activity. But that’s not an indication of worthwhile conversation because they both have too few comments. There’s almost no conversation occurring there at all in these group, and since conversation is engagement, these are, you guessed it, spam fests.

B2B Social Media, on the other hand, has around half the volume of new discussions being posted, but those discussions most recently have started drawing a healthy number of comments. As of January, the engagement level has picked up sharply. For readers of this site, if you like what you see in the Group’s activity stream, this is the one to join.

Are there other ways you have evaluated LinkedIn Groups, or are there other B2B social media or marketing groups that provided value? Let other readers know in the comments below.

4 Reasons Why Google+ is a Killer B2B Social Media Platform

Most of our B2B clients have staked a claim on Google+, but they don’t invest in it. Why? Because they consider it a ghost town. They say Google+ is irrelevant. They invest in Facebook and Twitter and (more and more) in LinkedIn. But you know what? Recent studies indicate that, while many companies were asleep at the switch, Google+ has emerged as the killer platform for B2B social media marketing.

B2B marketers need to understand these four reasons that Google+ is the next killer platform for marketing, and why it should be an important part of your B2B marketing mix.

1. Number of Active Users

According to GlobalWebIndex, Google+ now has 343 million active users, more than any other social network besides Facebook. Google+ is far ahead of Twitter, and light years ahead of LinkedIn.

Notice that qualifier: “active” users. The 343 million number is not a measure of the number of people who signed up for Google+ accounts, and who may or may not ever log on. Rather, it is a measure of the number of people actively participating on Google+. Over a very short period of time, Google+ has confounded critics and become a platform that cannot be ignored.

2. Circlecentric Marketing

Google+ circles enable you and your B2B company to market in a more intimate way to people who are following your company.

Consider this: because Google+ users can circle your company page, it means they have opted in to receive information from you without having to fill out any forms or communicate via email. That’s true on other social networks, of course, but what’s different is how you can then interact with them.

On Google+, you can do research on the person who has circled you, circle them back, and (most importantly) add that person to unique circles based on how that person fits into your target market. This means you can provide that person with highly useful and specific information, instead of just a general communication blast.

Furthermore, B2B companies can begin to interact with that individual in other, more personal ways. And this means that, in addition to creating a better communication channel, you can make those users feel like you notice and care about them. For example, by sharing that individual’s content and inviting them to private communities, private events, and private hangouts, you don’t just send them a message; you build and strengthen a relationship. And this is a cornerstone of any marketing mix.

Martin Shervington provides a more detailed description of circlecentric marketing.

3. Better Organic Search Results

In Google Chairman Eric Schmidt’s upcoming book, The New Digital Age, he is quoted as saying: “Within search results, information tied to verified online profiles will be ranked higher than content without such verification, which will result in most users naturally clicking on the top (verified) results. The true cost of remaining anonymous, then, might be irrelevance.”

This is the clearest statement yet from Google (which tends not to be very clear) highlighting how authorship is becoming extremely relevant in search results on Google.

This essentially means that if you are posting on Google+ correctly, your content will be ranked higher than content posted elsewhere. Furthermore, because of Google+’s tight integration with the Google search engine, your posts are treated much like regular webpages (unlike posts on other social networks), and will therefore rank higher in search results.

4. Google’s Long-term Vision

Google+ is a social destination and a social layer across all Google properties. The integration they have made is breathtaking. It places a social layer upon:

  • Gmail
  • Google Maps and Local
  • Google Now
  • Android
  • Google Wallet
  • Google Offers
  • Google Chrome
  • Google Search
  • Google Adwords
  • Google Calendar and Events
  • Google Play
  • YouTube

What Google is really saying is that “Google+ is Google.” And this integration will only go deeper and become stronger over time.

It’s no secret that Google’s business model is to sell advertising. There’s nothing wrong with that and, in fact, their strategy is a brilliant one. Google wants to provide more and more relevant search results to users, so users will do more searching on Google. This means advertisers get better value from Google, which means Google sells more advertising.

Google has created Google+ to be the killer platform for B2B social media marketing. What is your B2B company doing to take advantage of it?

Use Social Media Statistics to Find Your B2B Audience

B2B marketers often use statistics for their social media presentations. Whether these are educational decks for internal or external audiences, or slides to prove the need for an investment in social media, this is a very limited use for all the statistics that are available online. Why not use these stats to understand more about our target audiences and gain some insight into their online behaviors. The Pew Internet and American Life Project has conducted an ongoing series of surveys about social media adoption of US internet users. The latest version of the survey was just released, so let’s look at some other ways to use this survey.

We have a tendency to focus only on B2B related surveys, but a general audience survey can be helpful in providing guidance and discovering your audience on social media channels. To paraphrase a line from the funny Tim Washer, all B2B prospects and customers are people, so their general internet usage is something to consider.

Let’s look at some of the survey results with a bit of thought around each stat and how it applies to a B2B audience.

67% of US Internet users use social networking sites

That’s two-thirds of all internet users, so when someone says that your prospects and customers are not on social networks, they are wrong. They probably are. This doesn’t necessarily mean they are looking for business-related information on social networks, but if you can connect with them and provide value (through content), you can build and nurture these relationships.

71% of women surveyed use social networking sites

If your target personas are women, or even skew more towards woman, take another look at how you are using social media to drive lead generation. Women are more likely to use social networking sites than men, so a better understanding of how they use it and the kinds of content that appeals to women will attract more prospects. I don’t mean make all your ebooks pink, but think about the differences in the way women and men solve problems, gather information and share information on social networks when developing your content strategy.

83% of 18-29 year olds use social networking

We all know that a greater percentage of younger people use social networking sites than older people, but the next age group of 30-49 is still at 77% usage. It slides all the way down to 32% when you get over 65. If your goal is to reach older executives on social networking sites, that will be a challenge. They are just not there yet. But as prospects are researching online for business solutions, social networking can play a part for anyone. If an intern or a junior employee is the one who seeks out information about your products, or fills out lead forms, what kinds of things are they searching for? These would be less technical results than what an engineer would look for.

16% of US Internet users use Twitter

With the overemphasis on Twitter in marketing and media, it is hard to accept that only 16% of US internet users are on Twitter. And the demographic data shows that is skews younger and more urban, so that does not necessarily provide much guidance for finding and reaching a B2B audience. Many B2B companies start with Twitter because they think it is easy to tweet, but they quickly run out of things to tweet without a plan. Twitter’s best use is to help amplify your own short and long-form content. It is also worthwhile to ask your customers if they are using Twitter, and what value they get from it. This can help guide you in connecting with prospects on the social network.

20% of US Internet users use LinkedIn

While the study mentioned above did not report LinkedIn usage, a previous Pew study did. And I can’t write a B2B article without talking about LinkedIn. This is a surprising result in certain business circles. It seems that every business person is on LinkedIn. Executives from all Fortune 500 companies are on LinkedIn. But with usage at only 20%, there are certainly B2B prospects are not on it. Use this information to dig more into your customers’ behavior to understand how to maximize your LinkedIn efforts.

67% of US Internet users use Facebook

The percentage of Facebook users matches the overall social networking usage numbers. While it is not an exact one for one match, you can interpret this to mean that your audience is on Facebook. It is possible to use Facebook grow your audience, build connections and drive leads, but it requires content creation, compelling images and sponsored posts to increase the reach of those posts. It is work, and it takes times, but you can get results from Facebook.

How else would you look at these statistics to find your B2B audience on social media sites?

Photo credit: Flickr