Last year, I looked at the tremendous growth of social channels and discovered that social diversity was also growing quickly. One of the questions that came out of that was whether consumer brands and business brands use social channels similarly.This week, I looked at the referred traffic to Eloqua B2B and B2C customers from 36 of the top social sites and showed the make-up of the top 95% of traffic for each segment.
What I found was pretty stunning. B2C brands rely on just 5 sites for 95% of this type of traffic, and 3/4 of this is hooked into Facebook alone!
On the flip side, B2B marketers are sporting a much more diversified portfolio - with almost twice as many sites comprising the top 95% and no single source contributing more than 36% of that.
With that much experimentation going on, it would seem that B2B marketers are forging paths that their B2C counterparts have either less need or inclination to spend much time on other than with Facebook. Our many App Cloud partners building the tools that connect to these services and our own internal Labs teams salute you intrepid explorers!