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More than three-quarters (76%) of marketers say their brands are conducting social media marketing, and an additional 16% plan to begin doing so by the end of 2012. Most of the marketers surveyed are focusing their social marketing efforts on the three largest US social networks: Facebook (89%), Twitter (77%), and LinkedIn (63%).
However, breaking those out into
B2C and B2B pureplay responses proves more interesting:
- Among the pureplay B2B marketers surveyed who are conducting social marketing, LinkedIn is the channel of choice (85%), outpacing both Facebook (77%) and Twitter (77%).
- Among B2C-only marketers who are conducting social marketing, Facebook is most popular at 94%, Twitter hovers at 78%, but LinkedIn drops to 39%.
More than two in five B2B and B2C
marketers share video on social websites such as YouTube and Vimeo: 43% and
45%, respectively.
B2C marketers are more focused on
Pinterest: 39% report using the image-sharing site for marketing, compared
with 20% of B2B marketers.
Notably, Pinterest adoption indexes even
higher among various consumer verticals: content publishers (67%);
entertainment companies (56%); and retailers (45%).
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