B2B social media 2012: From toe dipping to paddling?

Indications from our clients are that B2B social media usage is finally moving on in 2012. Already this year we’ve had a number of inbound queries from our financial services clients to do formal social media audits. It’s not to say that the dabblers don’t still abound but it’s a good sign.

It means that clients are ready to invest time and money into their social media strategies and are starting to recognise its value to their business. This is good news and shows there are some key firms out there that want to be ahead of the pack.

The naysayers are still vocal though and Circle Research has an interesting diagram (below) showing the challenges marketers face to getting their B2B firms on board. More good news though, there’s nothing really there that can’t be overcome.