While many brands are still struggling to measure the return on investment (ROI) of their social media campaigns, new research has revealed that both business to consumer (B2C) and business to business (B2B) marketers have successfully used platforms such as Facebook, Twitter and LinkedIn to generate leads and sales.
As a result, 52 percent of U.S. B2C marketers and 41 percent of U.S. B2B marketers plan to increase their social media marketing budgets in 2013.
In their State of Digital Marketing 2012 Report, Webmarketing123 discovered that while B2C campaigns continue to get the most attention from marketers, B2B brands have also had success with their social strategies.
Some 65 percent of B2C marketers have spent money on Facebook, ahead of Twitter (39 percent), LinkedIn (23 percent), Google+ (17 percent) and Pinterest (14 percent).
For B2B marketers, Facebook (40 percent) leads LinkedIn (39 percent) and Twitter (30 percent).
The study noted that Facebook had been used successfully by B2C marketers to generate leads (67 percent) and sales (39 percent), ahead of Twitter (43 percent leads, 19 percent sales) and LinkedIn (21 percent leads, 9 percent sales). B2B marketers had seen the most success on LinkedIn (44 percent leads, 23 percent sales), with Facebook (39 percent leads, 19 percent sales) and Twitter (30 percent leads, 14 percent sales) rounding out the top three.