A new study by Leadforce1 shows that social media right now might not be the best way to garner leads for B2B companies. In fact, very seldom are visitors from top social sites looking at product or contact pages. This suggests that they’re not in the market for the company’s products or services rather, they’re most likely to be interested in a company’s blog or ‘About us’ page.

This ranked list reveals the site pages of interest for visitors coming from Facebook to visit B2B websites (#1 being the most visited page):

1. About Us
2. Blog
3. Management Team
4. Contact Us
5. Careers
6. Products

Another list shows the rankings of site pages of interest for Twitter users visiting B2B websites:

1. Blog
2. About Us
3. Products
4. Contact Us
5. Management Team

These lists may not seem too promising for sales however, the visitors seem to have an interest in learning about the company which is a common behavior and usually the first step in B2B relationship building.

In addition, most B2B site visitors from Facebook and Twitter are not sticking around for very long. This data reflects the percentage of visitors referred from social media sites to B2B sites who only visited a single page before leaving:

1. Facebook- 63%
2. Twitter- 63%
3. LinkedIn- 39%
4. Wikipedia- 39%

LinkedIn and Wikipedia referrals generally were more likely to browse around on a company’s website before moving on. Further, LinkedIn visitors were most interested in “Careers” pages suggesting that the network refers many job seekers.

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