A new report from Forrester Research, outlined by Groundswell, takes a look at how B2B buyers interact with social media—and by and large, they’re more engaged than their average peers.
The report breaks down the use of social media by Social Technographic role by type of social media involvement (types explained in this PPT):
The “Overall” column indicates what percentage of those surveyed fell into that type of social media activity. Note that, obviously, there is overlap between roles—Creators, who generate online content, can also be Critics, who leave blog comments, etc.
- 91% of these decision-makers consume social media including blogs, video, and customer reviews.
- 69% of Spectators use social media for business purposes.
- 55% of the B2B buyers in this survey are Joiners—they’ve created profiles on social networks.