BtoB: Social Networking Growing in BtoB Space, But Still Behind BtoC

Social media isn’t just for BtoC businesses anymore. At least according to a <a href="came with a stack of profile pictures she had printed of all the people she planned to meet.

“>new article from BtoB magazine, which notes several case studies showing the spread of social media into their space.

One example mentioned was a HR conference, where:

About 70% of the 2,040 attendees created profiles, adding video and stories about themselves and their companies. One attendee came with a stack of profile pictures she had printed of all the people she planned to meet.

For PR pros working on big events and conferences this spring, making the conference, and its web presence “sticky” is something we’re hearing more often.

That being said, there is still a gap. According to a joint survey by the Association of National Advertisers and BtoB, “only 10% [of b-to-b respondents] viewed social networking as effective. Among the b-to-c marketers surveyed, 36% viewed social networking as effective.”

We remember being invited to join a social network around a recent tech conference, only to be bombarded by pitches from companies touting their products and booth #’s. A social network it was not, but it was the organization’s first try, so we’ll cut them some slack.

Ultimately, the decision can come down to whether or not to integrate into a current network, i.e. Facebook, or build a stand alone network. One of the concerns with the latter, is people’s reluctance to join yet another social network.

If you play it right however, you can find success, as with the above mentioned HR conference example. What’s your take?

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