A recent survey conducted by Circle Research the B2B market research agency, and B2B Marketing magazine revealed that four in five businesses regularly post on social media, an activity that consumes 20% of the Marketing Departments time.

As the ‘value’ associated with social media has grown, so to has the attention paid to tracking its performance, with 35% of organisations now subscribing to a paid social media monitoring platform.

But with so many social media platforms available how can organisations be sure that they are using the right ones as effectively as possible?

The findings from Circle Research’s activity revealed that the power of social media lies with two titans of the sector: Twitter and LinkedIn. Theses platforms are used by over 90% of organisations, are regularly updated by more than 70% of organisations and have also been predicted to have the strongest growth in usage of any social media channels in the next year.

For Google+ the outlook is not nearly as positive, barely managing to earn a living in the B2B sector. Google+ is used by significantly fewer organisations and is considered less effective at achieving marketing goals. In fact fewer than 1% of organisations think it is the most effective social media platform.

It is easy to assume that the status quo will remain, but there is another platform that is gaining on the front-runners: YouTube. Despite currently having lower usage than Twitter or LinkedIn, YouTube is striving for growth in usage figures of 76% over the next 12 months.

85% of organisations use social media to funnel clients to bigger pieces of content on their websites, but less than one third describe this method as ‘very effective’. But YouTube is bucking the trend and 66% of organisations consider videos to be the most compelling kind of social media post – enabling the platform to climb the B2B social media ladder.

“When putting together a content plan take the time to consider how you can get the very most from your content,” explains Andrew Dalglish, Director of Circle Research. “Repurposing content to take advantage of the most effective social media platforms is a no brainer – so highlight those killer stats in an infographic or video a chat with your CEO and make your content work harder!”

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