If all of the business to business marketers could come up to the front of the room please? Now, could you raise your hand if you think Twitter is the number one social platform for business?
Hmm…wow, B2B Marketing is right. 85% of you chose Twitter as your number one social platform. LinkedIn? A close second with 82%. YouTube and Facebook? 77% and 71%. Finally, Google+? (Quick count) Yep, 36%. That’s actually higher than I expected so go Google.
The numbers come from the Social Media Benchmarking Report summary and infographic produced by B2B Marketing in association with Circle Research. Unfortunately, I can’t see the full results or the data on how many people they polled so I’m going by the data they presented on their site which includes this:
- Twitter and LinkedIn activity has doubled.
- Video content most popular on social media
- Social media monitoring usage has risen
It’s good that more marketers are using monitoring tools but apparently they’re all still a little iffy when it comes to social strategy. Only 38% said they had a defined course of action. 1% were flat out honest and said they had no idea what the questioner was even talking about. And a whopping 61% chose “ad-hoc.” In other words, they’re flying “seat of pants.” Oh social media. . . you’re so loveable and yet so perplexing.
To go along with this, 44% said they can’t calculate the ROI with social media.
30% claim they can do it “some of the time” and 9% say they can calculate ROI “all of the time.” Is that even possible?
I was happy to see that the number one measure of success was traffic to the website and not number of followers which came in second. Even though this was a B2B survey, lead generation came in fourth on the list. So, not a high priority.
Where Do We Go From Here?
Now it’s time to pull out the old crystal ball and look into the future. Which social network will be the most important a year from now?
The fog is clearing. . . . it’s Google+! Wow. That’s incredible and strange. . . isn’t it? The survey participants said that Google+ will be 3 times as relevant in 2014 as it is now.
What do you think about that? I think the only way Google+ will become relevant is if Facebook, Twitter and LinkedIn start charging for access. But then, who am I to argue with an inforgraphic?