As B2B marketing teams turn to social media for content distribution, it seems the majority focus on professional sites. The B2B News Network said 71 percent of B2B companies want to increase marketing on LinkedIn, but only 53 percent want to expand use of Facebook (1).
Popular sites like Facebook and Twitter are seen as more informal than other options. Companies message current customers and share entertaining materials through Facebook, but save serious content for email marketing and white papers. This may change, however, as social media audiences demonstrate different performance than expected.
The Pew Research Center for Journalism and Media recently found 78 percent of Facebook users consume news while they are on the site for other purposes (2). People jump on the channel to talk to friends or post pictures but end up learning about global and local events. Forty-seven percent of pew respondents who don't heavily digest news from other sources said Facebook is an important way to get information about the world.
B2B marketers may profit from making Facebook a more serious part of their inbound marketing campaigns. Socialnomics, a tech blog, suggested diversifying B2B social media content for different users (3). The platform can encourage emotional investment from current customers and catch the attention of new audiences with breaking industry news.