Business to business organizations worldwide lag far behind consumer marketers when it comes to monitoring, tracking and engaging with customers on social media.
69% of B2B companies have no process for responding to customer feedback via social media, compared to 42% of B2C companies. These numbers would be even worse were it not for North American companies skewing the average: 43% of North American companies having a response process compared to only about 25% in other regions.
What about tracking and measurement?
67% of companies do not measure or quantify social media – increasing to 75% for B2B companies
Of those that do measure social media, 56% just count the comments and followers
Only 4% have some form of sentiment analysis