Is the difference between B2B and B2C in Social Media real?
As social media becomes more and more commonplace, one question continues to be asked: Is it easier for B2C companies to utilize social media than for B2B companies? One potential motivation behind this question is the idea that B2C businesses sell products/services directly to consumers who are buying for themselves, so there’s more potential for them to be personally engaged and develop a relationship with the brand. Whereas, B2B businesses sell products/services to other businesses, so their customers tend to be more professionally objective and rational; less emotionally invested in the relationship. Also, the sales process seems to be a lot longer and more involved for B2B businesses, than it does for B2C businesses.
Although the marketing programs can be similar for each type of business, it’s true that how their respective programs are carried out differs. But does that mean it is inherently easier or makes more sense for a B2C company to execute a social media plan than a B2B company? A recent study by Marketing Profs Research would suggest it’s not. According to the study, illustrated by the graph below, there seems to be little difference between the activity of B2C and B2B companies as it relates to social media.
My theory: when social media first came on the scene, B2C companies felt more natural in dealing with their customers through various social media channels, so the volume of B2C companies involved was greater than B2B companies. However, as social media evolves, B2B companies are realizing that social media works for them, as well, and hopefully, the question posed at the beginning of this article is becoming more and more irrelevant.
What do you think? Is it easier, or make more sense, for B2C companies to utilize social media than for B2B companies?
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