The Modern Marketing Blog covers the latest in marketing strategy, technology, and innovation.

  • August 4, 2013

How Do B2B and B2C Marketers Use Social Media? [CHART]

Egan Cheung
Manager, Revenue Performance Analytics

Last year we analyzed the tremendous growth of social channels and discovered that social diversity also was growing quickly. Our analysis begged the question: Do consumer brands and business brands use social channels in different ways?

This week we analyzed the referred traffic to Eloqua B2B and B2C customers from 36 of the top social sites and pulled benchmark data that comprises the top 95% of traffic for each segment.


Stunningly, B2C brands rely on just 5 social media sites for 95% of this type of traffic, and 75% of this audience is hooked into Facebook alone!

On the flip side, B2B marketers are sporting a much more diversified portfolio - with almost twice as many sites comprising the top 95% and no single source contributing more than 36% of that.

With that much experimentation going on, it would seem that B2B marketers are forging paths that their B2C counterparts have either less need or inclination to spend much time on other than with Facebook. Our many App Cloud partners building the tools that connect to these services and our own internal Labs teams salute you intrepid explorers!


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