Unsurprisingly, LinkedIn remains the top choice, regarded as the most important channel by 41% of respondents. Facebook is second (30%), followed by Twitter (19%) and then YouTube (4%). LinkedIn is also the channel which B2B marketers want to learn more about, with 71% intending to widen their knowledge in the future.
Looking ahead, LinkedIn will continue to remain the main social media channel, with 80% expressing an intention to increase usage. Just over half (53%) expect to boost their Facebook efforts. Image-sharing remains part of the marketing mix: 43% will increase SlideShare activities, 41% expect to strengthen their focus on Pinterest, and 40% will increase their efforts on Instagram, the Facebook-owned network.
Internet forums, a long-established medium for connecting people, remain popular. Among B2B marketers, 30% expect to increase usage. Review sites slip back in popularity, where just 17% expect to invest more.
The majority (63%) see social media as a tool for developing a loyal fan base. And a similar amount (64%) regard social media as a way to build thought-leadership.
Perhaps surprisingly, the explosion in mobile usage hasn’t yet fully translated to B2B marketers’ blogging activity. The majority (56%) have a mobile-optimised blog. But that still leaves a sizeable percentage of non-optimised blogs. Yes, B2B traffic is still primarily desktop-based. But devices are only going to become more advanced. And as “on-demand” platforms such as the newly launched Windows 10 become more prevalent, B2B marketers should start thinking ahead now.
About the survey
Published in May 2015, the survey features the views of 3,700 marketing professionals. The majority (61%) are B2C. However, this blog focuses on the B2B responses.