A dozen years into B2B social media marketing as a channel, research can still reveal surprises (and mistakes), as this infographic illustrates.
It’s not surprising that nearly half the people on earth use some form of social media on a daily basis. Or that 93% of social media advertisers use Facebook ads regularly.
What is surprising is how both marketers and the social networks continue to make mistakes and miss opportunities. Here are six noteworthy findings from the infographic below, created by Crestline.
LinkedIn dominates B2B, but its shortcomings leave a competitive opening.
As shown in the infographic, 46% of all social media traffic to B2B websites comes from LinkedIn, and an astounding 80% of social media leads are driven by this platform.
Yet ongoing weaknesses keep this B2B-focused social network from fully capitalizing on its dominant position, and leave openings for competitors (perhaps Twitter; see below). High ad costs drive vendors to other channels; its “stream” is not conversational; there’s no way for members to group their followers; and Sales Navigator doesn’t play nicely with CRM systems.