Katie Morse from Billboard joins us for Social Pros #20. Katie is the ultimate multitasking Social Marketing Manager at Billboard, where she handles Top 10 chart geeks, business readers, and the unbridled energy of the Beliebers. She has some fascinating insight into what works, how to segment audiences, and how to deal with a hashtag crisis. You should definitely check it out.
This week’s Social Media Stat of the Week comes to us courtesy of eMarketer and Satmetrix. In a survey of 1,000 B2B and B2C companies, 47% of B2B companies did not track or follow up on brand mentions on social media at all.
That means nearly half of B2B companies are either using the push method of content delivery (and not listening), or are ignoring social as a viable marketing channel all together. I was shocked that the number was so high.
For the 53% of B2B companies that do follow and track social mentions, 56% count only the comments and followers. That’s the extent of their social media measurement – counting comments and followers. Wow.
Do either of these stats surprise you? Are these numbers worrisome?