B2B marketing teams are planning to expand their social media budgets in 2014. A study from IDG Connect revealed marketers will spend more on social media marketing than they did last year. In particular, IT buyers find social content useful during the decision-making process. B2B companies have been somewhat reluctant to adopt social media because it can be difficult to measure results. However, organizations are getting to the point where they can see a tangible return on investment from social channels.
This may make it a good time to consider adjustments to social media strategy, ClickZ said. Companies should always maintain a presence on the networks their customers use most often. This means defining the brand's target audience and adapting social media use to suit clients.
Social media can be a useful tool for publishing real-time content for time-sensitive marketing efforts. Brands that don't do this may lose out to competitors that are employing social media as a publishing platform.
While an increased social media presence may require a larger budgetary presence, companies may want to consider reassessing their metrics for testing the effectiveness of their efforts. Brands need to start considering social reach in terms of real engagement rather than just likes and numbers of followers.