B2B Study: 69% ignore their customers‘ social web feedback

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It sounds a bit incredible, but it is still plain reality. The majority of B2B companies still ignore their clients on the social web. Most companies are not listening to their voices in Social Media to draw their conclusion out of their public feedback.

69% of B2B companies don’t give feedback to their customers input in Social Media. The missing process is the challenge for them which they cannot manage. This is the outcome of a recent study by Satmetrix.

Satmetrix is the company which is responsible for the NetPromoter score. This score measures customer satisfaction based on how likely customers are to recommend a business. Being a measurement of advocates and detractors, it might as well be seen as a mirror of business success.

The risk of ignoring still seems to be not interesting for companies if we see the latest results from this study…

– 75% of B2B companies do not measure or quantify Social Media
– 60% of B2B companies do not have an integrated social media strategy
– 56% of B2B companies who measure Social Media just count the comments and followers
– 51% of B2B companies don’t have Social Media tracking at all
– Just 4% of companies who measure social media have any form of sentiment analysis

The survey data is based on 1.180 responses from businesses around the globe, who are all part of the NetPromoter.com community.

Some months ago, Google described in a B2B study how business decision makers are making up their mind for a purchase decision. The web is the first resource when B2B decision makers are on their way to evaluate which product or solution they might buy for their company. And although studies like the one of the Aberdeen Group state that B2B companies can generate more leads when using Social Media, many companies still don’t see the link and the opportunities coming with it.

Spot On!
Somehow Social Media in B2B is not rocket-science. Somehow the challenge is to align competition, commitment, content, context and collaboration -the 5C’s of Social Bsuiness– in order to offer customers the chance to identity with the company. In our eyes, this is the only way to differentiate from your competitors. Let us know if you have good examples how companies are using Social Media in the B2B world. Looking forward to your feedback. Or if you interact as a B2B company successful on the social web, let us know and we might highlight your case in a post. Reach out to us!

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