Digest...
The study concluded that 75% of the B2B buyers studied and 84% of C-level/vice president executives use information from social media and interaction on social networks to make purchase decisions.
Social buying improves decision confidence. The operative benefit in social buying is the ability to access trusted networks to increase confidence in high-stakes decision making.
Social media make accessing trusted networks easier. Buyers have long trusted their offline professional networks for this purpose. Online social networks improve access to trusted existing networks and open up networks that more easily extend beyond traditional boundaries. The bigger the buying decision, the more important social networks become.
B2B buyers use different types of social resources at different stages of the decision-journey. It's important not to lump all social media into one big stew of a category. "Social" is a media attribute that enables peer-to-peer audience participation. Some media are highly social and others not at all.
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