Many business-to-business (B2B) companies are struggling with what their social media strategy should be. Unfortunately, executives often incorrectly believe that social media isn't applicable for their B2B company. Rather, they think it's something reserved for business-to-consumer (B2C) companies.
This is flawed thinking. Many of the same social media principles we preach for B2C companies also apply to B2B companies. Some tactics and philosophies, however, need to be adjusted accordingly to address idiosyncrasies particular to the B2B space. One quick difference is that the volume of interaction is often less: 32 percent of B2B companies engage with social media on a daily basis, whereas 52 percent of B2C companies engage on a daily basis.1
Here are a few social media B2B musings that will hopefully help clear things up and explain why we see that over 90 percent of B2B companies actively participate on Facebook.2
Phil Mershon of SocialMediaExaminer conducted an extensive survey that uncovered where B2B companies experience digital success:3