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Social Media Platforms Provide More Value for B2C than B2B Companies

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More business-to-consumer (B2C) companies value social media compared to business-to-business (B2B) companies, according to a new survey from Clutch, a leading B2B ratings and reviews firm, and Smart Insights.

The findings indicate a growing consumer preference to make purchasing decisions based on their social activity, a reality that favors B2C companies.

Nearly 60% of the B2C companies surveyed report that social media helps increase their revenue and sales, compared to 46% of B2B companies. Experts say the current  environment is ideal for consumers and the B2C businesses that have a presence there.

“it makes more sense for B2C companies because of the mindset people are in when they’re on social media,” said Steve Pearson, CEO of Friendemic. “They’re in consumer mode, not business mode.”

B2C companies prefer consumer-focused  channels, such as Facebook and YouTube, while B2B companies prefer LinkedIn and Twitter because they can easily target other businesses.

B2C companies (82%) also tend to post more original content  than B2Bs (74%).

Social media B2B B2C

“B2B lends itself to curated content, where brands can help their audience by sharing curated news and best practice content to help individuals develop their skills and careers,” said Smart Insights CEO Dave Chaffey. “In B2C, there is less scope for sharing news and advice, so instead, brands tend to share more original content related to their products and services.”

B2B businesses typically use social media with the objective of becoming an authority in their respective industry, while B2C companies are driven to influence customers to buy something.

The study also identifies the  content that engages consumers best—articles, videos, and images—and the challenges social media marketers face, such as not having enough resources and problems with refining social media efforts into a formal strategy.

Clutch’s 2017 Social Media Survey included 344  marketers at companies from around the world with more than 10 employees; the respondents are split evenly between B2B companies and B2C companies.

Read the full report here: https://clutch.co/agencies/social-media-marketing/resources/social-media-survey-2017.

Source – PR Newswire

 

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Eric T. Tung

Eric T. Tung is the director of digital communications for GoTo Marketers, a top-rated social media strategist and consultant, and dad. He has worked with some of the leading companies in the world on digital communications and employment branding, and makes a mean smoked brisket. Eric is based in Houston, Texas, and you can find him on most channels as EricTTung.