Social Media - An Effective B2B Channel?

78% of Finnish people use social media on a daily basis. B2C companies have rapidly understood the opportunities social media provides for customer acquisition and engagement. B2B companies, on the other hand, have been more cautious. Companies are wary, as there is no evidence of how activity and likes impact sales. The buying processes for B2B products and services are usually more complex than for consumer products. The former might, therefore, use social media primarily for brand building rather than product marketing. However, social media should not be an overlooked platform, as 55% of B2B customers are using social media to seek information about products and services. 

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Mika Käyhty