The life of a B2B content marketer is a hectic one. Don’t I know!
It goes double if you’re a business owner who also wears the marketing hat.
And on top of that work pile is social media.
You feel stretched. You’re on social — but you’re not able to focus as much as you’d like. There’s just too much to do.
It easy to see why: Nearly every company (94%) uses social as part of their marketing efforts, yet only 27% of companies have dedicated social media staff.
So what’s the answer?
It’s better to have a strong presence on two or three key networks, than to stretch yourself too thin over seven or eight.
Better to show up regularly and consistently in a few spots than let tumbleweeds blow through a dozen accounts.
First, forget Facebook
Yes, Facebook has the biggest audience in the world, with well over one billion users. But the demographics skew young with a higher percentage of lower income and less educated consumers.
Even more important than demographics, however, is how people use the site. Facebook puts the social in social networking. It’s great for B2C (business-to-consumer) brands.
But if you’re a B2B (business-to-business) company with limited time for social media, there are other networks that will get you a better return.
It’s also worth mentioning that Facebook admits they’ve basically stopped showing your fans any of your content unless you pay for advertising.
Again, when time and budget are limited, there are other networks that make more sense for B2B marketing.
Here are four powerhouse B2B social media networks to consider.
LinkedIn is the go-to business network. Its users tend to be college-educated, affluent and urban or suburban.
Earlier this year, the network announced it was opening its publishing program to everyone. It’s a move meant to beef up the site’s content-sharing features and get people interacting more frequently.
- 259 million active users in 200 countries
- Dominated by users 30 – 64 years old
- Users making more than $75,000 per year outnumber users making less than $30,000 per year by a factor of more than 3 to 1
- More than 80 million users in Canada and the US
- Two new people join LinkedIn every second
- 81% of users belong to at least one group
- 87% of users trust LinkedIn as a source of information that affects decisions
LinkedIn is the only major social network not banned in China.
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Maximizing LinkedIn for Sales and Social Media Marketing by Neal Schaffer
Twitter is the place people go for news. It’s also the network with the most equal representation of men and women.
- 232 million active users
- 76% of users log in every day
- Dominated by users 18 – 49 years old
- 24,000 searches made every second
- 60% of users access it from a mobile device
- Fastest-growing age group is 55 to 64
- 85% of people say they feel more connected to a business after they follow it
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Tweet Naked by Scott Levy
Google+ is barely more than two years old but has already eclipsed both LinkedIn (10 years old) and Twitter (7 years old) for number of active users.
If for no other reason, give Google+ a serious look because it belongs to the mighty Google empire. A strong Google+ presence pays off in better search engine rankings.
- 540 million users
- Almost 70% of users are men
- 58% of users log in every day
- Users stay longer and visit more pages when they click through from Google+ (second only to YouTube for engaged traffic)
- Fastest-growing age group is 45 to 54
- More than half of users are American
- Techies dominate: 73% of users are engineers, developers or programmers
The Google+ mobile app is the 4th most popular app in the world.
What the Plus? by Guy Kawasaki
Owned by LinkedIn, SlideShare may just be the most powerful content-sharing network you’ve never used.
- 60 million unique visitors a month
- Among the top 120 most-visited websites in the world
- Outranks all other social networking sites (including LinkedIn) for percentage of traffic that comes from business owners and C-suite leaders
- Business and technology top the list of most popular topics
- As of May 2013, more than 10 million presentations had been uploaded to the site
- You can also upload infographics, video and ebooks
Only 40% of B2B marketers are currently using SlideShare. That’s a big untapped opportunity.
The Marketer’s Guide to SlideShare by Todd Wheatland
Which social media networks are your primary focus and where have you had the most success?