How are B2B decision-makers using Facebook?

More business-to-business companies are utilizing Facebook for success, but the people at the heads of these companies still see Facebook as more of a personal space instead of somewhere for commerce.

According to a recent study by Forrester (organized visually by, 42 percent of North American and European B2B decision-makers primarily use Facebook for personal purposes online — the highest percentage of any social network. Additionally, only 2 percent of those polled use Facebook primarily for business purposes — tied with Pinterest for the lowest percentage.


Other findings from the Forrester study:

  • Those who used Facebook for business reasons at least part of the time most often connected with people they knew (71 percent), but most have also liked a brand or vender on Facebook (57 percent), clicked on an ad or sponsored post (51 percent), or posted on a brand or vendor’s page (51 percent).
  • B2B decision-makers are primarily spectators on social media (98 percent), with 75 percent labelled as critics (people who comment on blogs and post ratings and reviews) and 56 percent identified as creators (publishing posts, uploading content).

The study was comprised of responses from 382 business-t0-business executives who work for companies with 100 or more employees in the U.S., Canada, France, Germany and the U.K.

Readers: If you’re in B2B, how do you use Facebook?

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