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Home » Engagement, industry research, News, Social Business, Social Media News

Infographic: How do B2B companies use social media?

Submitted by on November 14, 2012 – 2:50 pmOne Comment

Businesses using social media to push brand awareness is well-documented, but according to new research by Eloqua B2B companies are getting in on the action, too.

Over 500 B2B marketers were surveyed about their use of social media, revealing that 64% of UK businesses use the medium as a marketing tool for reasons ranging from gaining trust to brand perception.

Interestingly, 23% of respondents said that social media is not the responsibility of any one department, mirroring other findings that indicate a not-insignificant number of companies lack dedicated social media personnel.

Again, many respondents expressed enthusiasm for utilizing social media in their workplace, but claimed they are unable to. Around 20% said a lack of tools is preventing them from using social media for lead generation.

The infographic also states that while figures suggest LinkedIn is almost three times as effective as Facebook and Twitter in lead generation, it actually trails behind in adoption for this purpose. Given LinkedIn’s clout in the business community it’s surprising that so many B2B companies are overlooking the potential in this natural ally.


One Comment »

  • Luca says:

    Very good to know!

    Companies should also be aware of the existence of business networking platforms using social-technology and dedicated to their specific needs!

    This is the case of Novertur (, a social media dedicated to small and medium-sized enterprises and their international expansion (B2B).

    Very useful infographic! Thanks!

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