Earlier this year, when Regalix released its State of B2B Social Media Marketing 2015 report, we saw more statistical proof that Twitter, LinkedIn, and Facebook are the clear-cut favorites for a majority of B2B marketing organizations. No surprises there. Regalix also showed that other channels, notably Vimeo, Pinterest, and Google+ were used far less frequently. Again, not much of a surprise.
However, in 2014, digital marketing company Copyblogger deleted their Facebook page because they did not see their Facebook presence as beneficial to their brand.
Just because Twitter is popular for B2B brands and Google+ isn’t doesn’t mean you should automatically adopt one over the other. It also doesn’t mean you should struggle to make Twitter, LinkedIn, and Facebook works for your business when they aren’t.
Like Copyblogger, focus on the social channels that are working for your business, and drop the rest.
The case for staying
There was a time when you would have gotten laughed out of the room for suggesting your company establish a presence on Twitter. Today, you’d probably get fired for suggesting the opposite. The point is that every platform starts with zero users. Some catch on quickly, while others fade away slowly over time. By sticking with some of the lesser-used channels, you give yourself and your brand every opportunity to engage users in a space before your competition does.
The other important point to make is the effectiveness. Had the researchers asked the Pinterest or Vimeo users how effective that channel was for their B2B marketing organization, maybe 100% would have said “extremely effective.” Just because a platform isn’t popular, doesn’t mean it’s not working.
The case for leaving
The numbers don’t lie. Twitter (93%), LinkedIn (91%) and Facebook (68%) dominate the B2B social media scene. They are established and proven. And with the right social media strategies and tools, these channels have shown to play a pivotal role in creating brand awareness, generating leads and driving revenue – so why neglect them in favor of a less popular platform?
The key is to rely on your own numbers. Instead of simply collecting the ROI of your overall social media efforts, track the traffic and conversions generated by each social channel to determine which ones are working for your brand.
Has your B2B brand recently made the decision to leave a less effective social media platform? Have they made a decision to stick it out with one? Share your experience in the comments section below.