Does B2B Need Social? The Growing Importance of Social Media Analytics to B2BIt seems like most discussions surrounding social media are related to how consumers are impacting retailers and influencing media delivery. There are plenty of examples of the social customer leveraging social media to affect change to a logo (Gap), respond negatively to a campaign (Kenneth Cole) or inspire social activism (Kony 2012). But what about B2B? Can a B2B derive anything useful from social media analytics? Or is social media listening better suited for companies that sell to individual consumers? There’s definitely a greater level of activity around B2C but we are seeing an emerging trend reflected in both the requests from some of our new clients and new projects from our existing customers. Our experience here at CI, along with the proliferation of articles about B2B and social, suggests that social is only becoming more important to this sector.
How is Social Media Analytics Different for B2B?One of the more significant features of the work we do with B2B clients is their emphasis on analyzing their internal data or specific consumer discussions related to purchasing intent. For example, one of our clients wanted to analyze social media conversations for internships and recruitment purposes. Their strategy was two-fold. They wanted to narrow their analysis to a specific demographic: recent graduates; and then find out what this specific demographic thought of the posted internship programs. They used the resulting insights for not only hiring purpose but to fine-tune their internship program. Another example and one that further illustrates the predictive nature of social media analytics involved a client that wanted to
- categorize and analyze consumers expressing affinity or loyalty and who also had an existing transactional relationship with the company.
- consumers expressing and intention to purchase