Let’s face it, when stuck behind a computer all day, there’s a good chance you’ll turn to social media at some point to blow off steam and keep up-to-date with what’s happening in the world. If you can identify with this pattern of behavior, there’s a good chance a high proportion of your audience will as well.
Facebook is responsible for over 90% of all social sharing, with Twitter accounting for just 6% and LinkedIn only 2.5%.The prevailing attitude amongst digital marketers has seemingly been that Facebook is good for B2C but not worth it for B2B. The assumption here is that most users don’t want to be bothered by or want to share work-related posts on Facebook.
While B2B social media efforts are usually focused on Twitter and LinkedIn, there is evidence that Facebook ads deliver the best return on investment. Facebook is starting to win over reluctant B2B operators, with its sophisticated targeting measures and In addition to the standard metrics like age, gender and location, you can also pinpoint people based on levels of education, job title or even current workplace – allowing you to align your marketing based on demographics.
LinkedIn is often the B2B social media platform of choice.
However, there are plenty of opportunities to connect with potential customers on Facebook. Today, people typically will check your company’s social profiles before they do business with you. You don’t know on which platform they’ll look for you, so cover all of your bases. And be patient. Since organic reach is down, give Facebook some time to catch on with your customers.
Only 44% of B2B marketers say their organization is clear about what content marketing success or effectiveness looks like. Some 55% of us say our organization is either unclear or we’re unsure whether our organization is clear…
There are many facets to successful do B2B social media marketing in 2017, and with Facebook boasting such high active user levels, coupled with the ultra-specific targeting of ads, focusing your B2B social media marketing efforts on the platform could put you on course for a very profitable financial year ahead.
So, even though it seems to have a confused reputation amongst B2B marketers, Facebook is certainly the place to be if you want to get noticed.
In the Social Media Marketing Industry Report of 2015, Michael Stelzner, founder of Social Media Examiner, analyzed about 3,700 marketers across many different sized companies doing marketing through social media. Much of the focus for B2B marketing in social media was lead generation and establishing thought leadership. In the B2B arena, marketers said they used the top-two platforms in 2015:
- 41% used LinkedIn
- 30% used Facebook
Source – https://www.marketingtechnews.net/news/2017/mar/23/why-b2b-marketers-should-take-facebook-seriously/
https://www.entrepreneur.com/article/270141 and Social Media Examiner