Which social media platform(s) do you find useful for your business?
I have seen a number of discussions on this topic recently, in blogs and forums, and most people have answered in favour of Twitter or Facebook, with some being against the other. Other sites get little mention or are listed as additional channels.
It intrigues me that people still consider Twitter to be about what someone had for breakfast and won’t look at it while swearing by Facebook as a business tool. Both sites can be used seriously or frivolously – you can choose to not like/follow anything you think is nonsense.
My personal experience is that business people share a lot of information and resources on Twitter while Facebook is great for products and consumer services that people can relate to in ‘their time’ rather than in ‘work time’.
I heard it summed up nicely by Tom Webster (of Brand Savant) recently when he said (paraphrased) “Facebook is for sharing with people you know while the other platforms are for sharing with people you don’t know.”
As a B2B business, having my information shared widely is valuable so Twitter suits that need. I also like reading what other B2B people share as I can learn from it. Reading what friends share on Facebook may be interesting or fun, but generally doesn’t teach me business skills or knowledge.
One set of statistics* I found interesting is:
B2B 39% & B2C 53% have acquired a customer via Twitter
B2B 41% & B2C 67% have acquired a customer via Facebook
B2B 61% & B2C 39% have acquired a customer via LinkedIn
B2B 55% & B2C 63% have acquired a customer via their business blog
It clearly shows that LinkedIn is more about professional links rather than leading to consumers. But more relevant for now is that Facebook works much better for B2C than B2B, and Twitter and Facebook have produced similar results for B2B users.
Those figures also make it obvious that a blog is still a very useful tool for both B2B and B2C – with the advantage of complete control of the blog and content (social media platforms can and do change).
How do you use social media as a consumer/client? Where would you look for a business in social media?
What results have you seen from social media for your business?
*From HubSpot State of Inbound Marketing Report 2011 (2012 version due out soon)
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