According to research from Accenture, almost two-thirds of B2B marketing executives view social media as an important marketing channel. However, only 7% felt that they were leveraging social media very heavily while 9% were not using social media at all. Business-to-business marketers have been acknowledging the value of social media yet have been slower to adopt social media strategies compared to business-to-consumer marketers.

Another study that compares B2B and B2C social media involvement showed that 12% of B2B companies are not using social media compared to 2% of B2C companies. B2B marketers say that technology, tools, metrics, and collaboration could be useful to strengthen their social media programs. Uncertainty of social media is definitely a factor in holding back B2B marketers in getting serious with social media. The fact that it is still a relatively young marketing channel has B2B marketers taking the wait-and-see approach.

It boils down to the age old sales and marketing question, “How much has it contributed to our bottom line?” Like many other marketing efforts, the number is tricky to quantify with social media. Thus, marketers are apprehensive in putting too much time and effort into social media at this time.

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