B2B Goes Social: A White Horse Survey Report’, based on “The Pulse of Social Media Marketing Survey” conducted in March 2010, compared B2B social media marketing use to B2C in the areas of staffing, support, utilization, and measurement.
The research found that 86% of B2B marketers are using social media, compared to 82% of B2C marketers. But, while 52% of B2C marketers say they are engaged in social media marketing on a daily basis, only 32% of B2B marketers are engaged daily.
Obstacles to internal approval of social media marketing included “perceived irrelevance,” cited by 46% of B2B marketers, compared to only 12% for B2C marketers.
Download a free copy of ‘B2B Goes Social: A White Horse Survey Report’ at the White Horse B2B Brain Trust resource center.
Download the full report from White Horse (registration required).