In nearly every speech or Webinar I conduct, someone in the audience asks “But all this social media stuff doesn’t apply to B2B right?”
Yes, social media applies to B2B. In fact, social media can be MORE transformative for a B2B company than a B2C company. This is because B2B has a smaller potential customer base, a higher average price point, and a customer decision funnel that is more influenced by word of mouth and reputation. Turning your customers into advocates and marketers on behalf of your brand pays off a lot more when you’re selling $10,000 pieces of manufacturing equipment, than it does when you’re selling $3 cans of Pringles.
Are there differences between B2B and B2C in social media? Of course. But those differences are at the tactics layer, not the strategy layer. Creating and calibrating a social media strategy for any company should follow the same process. You need to determine why your company should be social, for whom your efforts are intended and where your audience is in the buying cycle, and how you’ll measure success. None of that is impacted in the slightest by whether you’re selling to consumers or other businesses.
I’ve asserted that B2B social media tactics vary from B2C, in that they are typically rooted in consumer education and thought leadership, and thus require deeper layers of interaction. Private brand communities vs. Facebook. Linkedin Groups vs. Twitter. Podcasts vs. YouTube.
Two Sides of the Same Coin
A remarkable recent study by MarketingProfs, however, pokes a hole in even that notion of B2B and B2C social media divergence. (disclosure: MarketingProfs is a client)
Their State of Social Media Marketing report – a comprehensive survey of more than 5,000 marketers – is filled with more than 225 charts and graphs about all things social media. I believe it to be the most complete picture yet painted of how marketers are thinking about and deploying social media. (Report is $359 if you’re a MarketingProfs member, and if you’re a data hound you can roll around in it for days).
According to this report, even with regard to social media execution, B2B and B2C are much more aligned than conventional wisdom suggests. This chart shows usage of five major social outposts by organization type. The statistical similarity shocks me. The range of Facebook usage is just 37% – 51%. Twitter is even narrower at 36% – 46%. The pattern holds for YouTube and Linkedin, too.
What this means is that in reality, B2C and B2B marketers are largely using the same social tactics. The differences may then lie in use cases and expectations. The variation may come in how social media is used, not which social media are used.
Size Doesn’t Matter
I’m also often asked about how social media execution differs between large and small companies. The difference is actually very small, as the goal of social media is to make big companies act like small ones.
The MarketingProfs research bears this out, as usage of primary social outposts is almost identical, regardless of budget. Whether you’re spending millions per year on marketing, or less than $50,000, your proclivity toward being active on Facebook, Twitter, Linkedin and YouTube is strikingly similar.
Focus on How, Not What
I draw two conclusions from this data.
First, marketers of all stripes seem to have accepted (for now) that social media in large measure = Facebook, Twitter, Linkedin, YouTube and blogs. This is a bit disheartening and dangerous, as social media is and can be a lot more than just your company’s presence on these sites. It’s this focus on “media” rather than “social” that could doom this industry eventually.
Second, can we please stop all this silly haranguing about B2B vs. B2C in social media? Strategically it’s the same, and at least for now it appears that tactical similarities are also universal.
Can you think of an important difference between B2B and B2C social media ? For more on this topic, check out this excellent post from the always-on Amber Naslund: Social Media for B2B, and a killer treatise from CK Kerley about B2B vs. B2C – “It’s the Engagement Level, Stupid.”
Twitter Comment
Why I’m RTing this on a Sunday I don’t know, but here you go. RT @jaybaer: Crushing the Myth of B2B Social Media [link to post]
– Posted using Chat Catcher
Twitter Comment
RT @jaybaer: Crushing the Myth of B2B Social Media [link to post]
– Posted using Chat Catcher
Twitter Comment
RT @mollycgaines: RT @jaybaer: Crushing the Myth of B2B Social Media [link to post]
– Posted using Chat Catcher
Twitter Comment
love this quote “It’s this focus on “media” rather than “social” that could doom this industry eventually” from @jaybaer [link to post]
– Posted using Chat Catcher
Jay,
Excellent piece – really. I love this quote
EK – Thanks so much for the comment and the tweet. I appreciate it. We’ll see how it goes next year. I’m excited and apprehensive at the same time.
Excellent blog. The methodology and use of media tools is the same, it is the message itself that differs. Broad and generitic for B2C versus structured and directed for B2B as I see it.
Thanks for the comment. I’m not sure it’s broad vs targeted as the main difference, necessarily, as there are a lot of narrow B2C uses of social media (like invite-only brand communities and such). But, in general I do believe you can spend more time truly developing relationships in B2B due to the smaller size of the potential audience.
I think so RT Excellent blog. The methodology and use of media tools is the same, it is the message itself that differs. Broad and generitic for B2C versus structured and directed for B2B as I see it.Your Message
.-= Skotaro´s last blog ..Skotaro: to doリストのようにRSSフィードから自分の「大掃除」のつぶやきが戻ってきた RT @Skotaro 29日大掃除&プール&地元飲み、30日高校同窓で忘年会・・・ 今年もあと3日か =-.
Twitter Comment
RT @thelancelife @Minervity @clementyeung @jaybaer: #Crushing the Myth of *B2B #SocialMedia [link to post] (Crushing? Is Wine involved?)
– Posted using Chat Catcher
Twitter Comment
RT @markvanbaale: Crushing the Myth of B2B Social Media by @jaybaer – [link to post]
– Posted using Chat Catcher
Twitter Comment
RT @jaybaer: Crushing the Myth of B2B Social Media [link to post] #pr
– Posted using Chat Catcher
Twitter Comment
{SOCIAL MEDIA, B2B, B2C} RT @jaybaer: Crushing the Myth of B2B Social Media [link to post]
– Posted using Chat Catcher
Twitter Comment
Some truth too few speak, from the blog of @jaybaer –> Crushing the Myth of B2B Social Media [link to post]
– Posted using Chat Catcher
Twitter Comment
Crushing the Myth of B2B Social Media by @jaybaer – [link to post]
– Posted using Chat Catcher
Twitter Comment
Typically sharp insight from @jaybaer (via @worob): Crushing the Myth of B2B Social Media #pr #socialmedia [link to post]
– Posted using Chat Catcher
Thanks for highlighting what many marketers are missing… 1) Social media is so much more than the 5 staples people are sticking to, it’s an entire world on the web where your customer (whether B2B or B2C) could be. 2) B2B and B2C are really not that different, on many levels. Marketers are really making it harder than it needs to be. Great summary of the Marketing Profs data
.-= Maria Reyes-McDavis´s last blog ..Twitter Lists Frenzy =-.
MRM, thanks as always for the great comment. You nailed it. This shouldn’t be as hard as many people are making it. I’m not sure why that always happens?
So once again, you said it better than I did. So I just updated my post with a pointer to yours.
Thanks again for your gift with clarity in words. It’s something to be treasured, and I know it’s what keeps me coming back time after time. Well, that, and I’m hoping you’ll build me an ice rink in my backyard.
.-= Amber Naslund´s last blog ..Social Media For B2B =-.
Awww. Not true, but thank you. I’m not sure I can build you an ice rink, but I am a qualified consultant at this point. Looking forward to seeing you next year. SXSW, perhaps?
Twitter Comment
Typically sharp insight from @jaybaer (via @worob): Crushing the Myth of B2B Social Media #pr #socialmedia [link to post] (via @azquad6)
– Posted using Chat Catcher
Twitter Comment
Crushing the Myth of #B2B #Social #Media #in [link to post]
– Posted using Chat Catcher
Twitter Comment
By @-EinarRice Crushing the Myth of #B2B #-social #Media #in [link to post]
– Posted using Chat Catcher
Twitter Comment
“Focus on How, Not What”…RT @jaybaer Crushing the Myth of B2B Social Media [link to post]
– Posted using Chat Catcher
FriendFeed Comment
http://bit.ly/14H3Nj Crushing the Myth of B2B Social Media | | Social Media Consulting … [link to post] http://friendfeed.com/e/10b996a1-0334-4c75-a17c-68f07f22788c
– Posted using Chat Catcher
Twitter Comment
RT @jaybaer Crushing the Myth of B2B Social Media | | Social Media Consulting – Convince & Convert [link to post]
– Posted using Chat Catcher
Twitter Comment
Crushing the Myth of B2B Social Media | | Social Media Consulting …: Their State of Social Media Marketing report… [link to post]
– Posted using Chat Catcher
[...] more here: Crushing the Myth of B2B Social Media | | Social Media Consulting … Share and [...]
Twitter Comment
Crushing the Myth of B2B Social Media | | Social Media Consulting … [link to post]
– Posted using Chat Catcher
Twitter Comment
RT @jaybaer Crushing the Myth of B2B Social Media [link to post]
– Posted using Chat Catcher
Twitter Comment
RT @bangwinissimo: RT @baekdal: Crushing the Myth of B2B Social Media [link to post] (via @jaybaer) < = Good read.
– Posted using Chat Catcher
Twitter Comment
RT @baekdal: Crushing the Myth of B2B Social Media [link to post] (via @jaybaer) < = Good read.
– Posted using Chat Catcher
Twitter Comment
Crushing the Myth of B2B Social Media [link to post] (via @jaybaer) < = Good read.
– Posted using Chat Catcher
Twitter Comment
Crushing the Myth of B2B Social Media | | Social Media Consulting … [link to post]
– Posted using Chat Catcher
[...] An interesting post today. Here’s a quick excerpt: Are there differences between B2B and B2C in social media? Of course. But those differences are at the tactics layer, not the strategy layer. Creating and calibrating a social media strategy for any company should follow the same … Read the rest of this great post Here [...]
Twitter Comment
Crushing the Myth of B2B Social Media [link to post] #stats #twitter #facebook #linkedin
– Posted using Chat Catcher
Twitter Comment
Crushing the myth of B2B social media – [link to post]?
– Posted using Chat Catcher
Twitter Comment
Crushing the Myth of B2B Social Media [link to post] (via @baekdal)
– Posted using Chat Catcher
Twitter Comment
RT @baekdal Crushing the Myth of B2B Social Media [link to post]
– Posted using Chat Catcher
Twitter Comment
Crushing the Myth of B2B Social Media | | Social Media Consulting …: Are there differences between B2B and B2.. [link to post]
– Posted using Chat Catcher
Twitter Comment
B2B vs B2C in Social Media: Strategically it’s the same [link to post] (via @howellmarketing @jeanlucr) // some interesting studies
– Posted using Chat Catcher
Twitter Comment
RT @leglsocialmedia Crushing Social Media Myths [link to post].
– Posted using Chat Catcher
Twitter Comment
SocMed> Crushing the Myth of B2B Social Media | | Social Media Consulting … [link to post]
– Posted using Chat Catcher
Twitter Comment
B2B vs B2C in Social Media – Myths. Strategically it’s the same [link to post] RT @howellmarketing
– Posted using Chat Catcher
Hey Jay – Nice one (again)
I think B2C makes immediate sense as everyone knows consumers are people. B2B seems to be harder as businesses aren’t seen as ‘people’…which is weird as the last time I checked, most businesses are made up of people.
Happy Christmas and New Year
.-= Ed Hartigan´s last blog ..Eurostar and the Blame Game =-.
Twitter Comment
RT @jeanlucr: B2B vs B2C in Social Media – Myths. Strategically it’s the same [link to post] RT @howellmarketing
– Posted using Chat Catcher
Twitter Comment
Crushing the Myth of B2B Social Media, from the ever insightful @jaybaer [link to post]
– Posted using Chat Catcher
Twitter Comment
RT @LisaHoffmann: Crushing the Myth of B2B Social Media, from the ever insightful @jaybaer [link to post]
– Posted using Chat Catcher
Twitter Comment
.@jaybaer delivers an insightful post on why & how Social Media is effective w/in the B2B space [link to post]?
– Posted using Chat Catcher
Twitter Comment
RT @tabsharani: .@jaybaer delivers an insightful post on why & how Social Media is effective w/in the B2B space [link to post]?
– Posted using Chat Catcher
Twitter Comment
SocialMedia News: Crushing the Myth of B2B Social Media | | Social Media Consulting … [link to post]
– Posted using Chat Catcher
Twitter Comment
Good read RT @jaybaer: Crushing the Myth of B2B Social Media [link to post]
– Posted using Chat Catcher
Twitter Comment
Very interesting info and analysis here RT @jaybaer: Crushing the Myth of B2B Social Media [link to post]
– Posted using Chat Catcher
Twitter Comment
Crushing the Myth of B2B Social Media [link to post] (via @jaybaer)
– Posted using Chat Catcher
Twitter Comment
RT @jaybaer: Crushing the Myth of B2B Social Media [link to post] “Focus on how, not what”
– Posted using Chat Catcher