A recent study from SiriusDecisions revealed that only 10% of B2B marketing executives felt they were able to convey the business value of their social media strategy, although 95% have corporate social media accounts.
The study surveyed roughly 100 B2B marketing executives to analyze how B2B marketing leaders view social media within their organization — and how they are leveraging social media intelligence (SMI) tools to meet these initiatives. While 95% of B2B organizations have social media accounts, roughly half of these organizations are consistently
Also, only 5% of the survey respondents state they are successfully using social media intelligence tools to track and inform influencer programs.
Some other key findings on SMI adoption include:
- 60% of respondents have a paid social media intelligence tool in place. Of those, only 15% feel confident that they are using the tool optimally;
- 30% of respondents are seeking an alternative SMI tool; and
- Only 13% are using the tool to gather competitive and market intelligence.
SiriusDecisions states that the full report will be made available to its subscribers in February, 2015.
