It has been another hot year for social media in the B2B space. While B2B companies are known for being relatively slow in adopting new trends, 86 percent of them are using social media today, and 69 percent of B2B marketers planned to shift more of their budgets towards social media in 2011. Looking ahead, Forrester Research reported that B2B companies will spend $54 million on social media marketing in 2014, up from just $11 million in 2009.
B2B marketers used social media in a number of ways in the past year to connect, collaborate and share more directly and effectively with their communities of stakeholders, customers, prospects, fans and other influencers in their respective industries. As B2B marketers became better at listening and engaging with their communities online, many have managed to harness the full potential of social media to improve business functions internally, provide their communities with immediate service and information and boost visibility and reputation for their businesses across multiple channels.
While this list represents only a handful of the B2B social media marketing trends in 2011, I felt, through my own research over the course of the year, that these were paramount.