Gartner Research

B2B Social Media Content Showcase

Published: 15 June 2017

ID: G00340881

Analyst(s): Marketing Research Team

Summary

While most B2B marketers agree that some degree of social media presence is necessary in today’s digital buying environment, few are certain which social channels are actually worthwhile, or what role social media should play in a broader marketing strategy. 85% of B2B marketers report using each of the “Big Three” social channels (Facebook, LinkedIn, or Twitter) to distribute content to customers. However, some critical questions remain on how or if customers are using social channels to make purchase decisions and how to justifying those investments throughout the organization. The data and principles in this showcase will help you answer questions like these to better focus your social media on influencing what matters most: the customer. However, some critical questions remain on how or if customers are using social channels to make purchase decisions and how to justifying those investments to the broader organization. The data and principles in this showcase will help you answer questions like these to better focus your social media on influencing what matters most: the customer.

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