B2B Social Media: Companies leveraging LinkedIn ‘professional network’

Social Media is an influential channel and a very powerful platform for marketing.

Mostly, B2B companies miss out on the potential of this channel for one of the reasons that they don’t have an overall social media marketing strategy in place.

According to a survey of more than 500 B2B marketers conducted by Eloqua

Only 64% of the UK companies surveyed use social media as a marketing tool which means that over a third (36%) do not.

Companies stated three top reasons for using social media: creating brand awareness (83%), encouraging social sharing (56%) and gaining trust and followers (55%). But, 32% said they use it for lead generation.

B2B marketers favour the ‘big three’ social networks as marketing tools. Of those who use social media for demand generation; 80% use Facebook, 78% use Twitter and 51% use LinkedIn. However, LinkedIn seems to be less favourite despite of the figures suggesting that it is approximately 300% more effective than Facebook and Twitter for lead generation. Because, most companies (43%) admit they have no strategy in place for incorporating social media into demand generation, it’s time to rethink the strategy.

LinkedIn “a professional network” is a very useful platform for B2B lead generation and demand generation.