Why Have B2B Brands Fallen Behind on Social Media?

While B2C marketers don’t need such a targeted approach to draw new business—anyone can enjoy a Coke or crave KFC—B2B marketers can’t take the same top-of-the-funnel strategy

Take a look at 2016’s most influential brands on Facebook, according to Mavrck: Starbucks, Coca-Cola, MTV and Samsung Mobile top the charts, followed by brands like KFC, Nike and Target. What do these companies have in common? They’re all business-to-consumer.

These days, it’s rare to find a business not trying to make a social media splash. But why is it that B2C companies consistently outpace their business-to-business peers? According to Webbiquity, 88 percent of the B2B crowd uses Facebook—just 8 percent less than their B2C counterparts—so it’s not for lack of trying.

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