Both business-to-consumer (BtoC) and business-to-business (BtoB) companies are rapidly adopting social media.
Business.com recently published its “2009 Social Media Benchmarking Study” – and we take note because of the depth of their research based on insights into business social media usage provided by nearly 3,000 North American business professionals.
According to them, the two types of firms, BtoB and BtoC, have different social site usage patterns for business purposes – with BtoB firms demonstrating marketing leadership.
How companies are measuring Social Media Success:
The average company in this study used four different success metrics:
1. The amount of web site traffic generated — the most popular way
2. Engagement – with prospects and customers
3. Brand impact – awareness and reputation
4. Leads – both quantity and quality
This study should provide you with context to decide how proactive you are in measuring social media success (you can access the complete study here).