B2B and B2C marketers have both been using social media as an advertising tool. A recent survey done by E-marketer took a look at how the two categories use social media differently. Each has their own objectives that drive those differences.

Because the sales cycle of a B2B product is longer than a B2C product it makes sense that they are utilizing tactics that will help build leads and CRM. Social media tactics that are working for them include blogging, participating in third-party sites, and monitoring company mentions. Several of these tactics are helpful when trying to engage or stay in front of the audience over a long period of time.

B2C companies quickly jumped on the social media bandwagon because it was a place for them to communicate directly to the consumer. They are interested in creating brand loyalty & cultivating brand advocates. So having a forum for this via social media works very well for them. They are also able to implement direct response programs on these sites which can create very successful campaigns. They primarily use the space for social media advertising & user ratings and reviews.

With the wide array of social media options available to marketers, you can’t do everything. In selecting which tactics to include, it’s important to be sure how each will best serve your objective.

Tags: B2C, Business-To-Business, E-marketer, Social media