Reach Senior Executives through Social Media
A strong online marketing program includes a healthy emphasis on social media because social media is where many people are connecting online these days. But many business people feel that social media outlets are primarily the realm of non-business discussions or are populated with young people who are just looking for a good time. But before you think that the majority of social media users are not the right demographic, consider this: 84% of senior executives use social media.
A recent study from International Data Corporation titled “Social Buying: The Importance of Trusted Networks During the B2B Purchase Process” concluded that 75% of business-to-business (B2B) buyers and 84% of senior/vice president executives use social media to support purchase decisions.
According to the findings of the study, B2B buyers most active in using social media to support the buying process were more senior, had 84% bigger budgets, made 61% more purchase decisions and had influence over a greater span of purchase decisions than those buyers who did not use social media to support their purchase process.
This indicates that as the use of social networks expands, the gap between companies that use social networks for buying and selling and those that do not will widen, creating a significant disadvantage for companies that stay out of social media. For vendor companies, this means that a plan to approach social media marketing strategically will be imperative for future results.
How much do senior executives use social media? According to The Conference Board/Stanford University study, a large majority of directors and senior-level executives have accounts with one or more social media websites.
- 4 percent have a LinkedIn account.
- 9 percent have a Facebook account.
- 7 percent have a Twitter account.
LinkedIn is by far the most frequently used social media website among senior managers.
- 3 percent use LinkedIn.
- 9 percent use Facebook
- 7 percent use Twitter.
How do they use it? Of the respondents who use social media for business purposes:
- 6 percent read updates from friends
- 8 percent read blogs
- 3 percent read online forums or message boards
- 7 percent watch videos that relate to their business.
- 53 percent read ratings or reviews of products.
How often do they use it?
- 9 percent of all responding executives said they do so daily.
If your target market includes senior-level executives, then make sure you have a strong social media marketing plan in place to reach them. Research shows that more than three-quarters of all senior-level executives have a social media account specifically for reaching out to their networks in order to make business decisions. You will want to make sure that you are in the networks in which they are engaging.