Perceived irrelevance still a barrier

Business-to-business (B2B) companies are participating in the social space, but they are not yet as engaged as their business-to-consumer (B2C) brethren and face greater internal obstacles, according to a report from digital marketing agency White Horse.

Comparable numbers of B2B and B2C marketers were not doing any social marketing at all, but business-oriented firms were much more likely to say they had social media accounts but little marketing activity.

Level of Social Media Marketing Engagement by US B2B vs. B2C 
Marketers, March 2010 (% of respondents)

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