©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.
Social Media B2B
A majority of B2B companies are not paying enough attention to their customers’ social media activities and managing them for effective business outcomes. A recent study by Satmetrix shines some light on worldwide social media practices. Many B2B companies are just plain ignoring social media in their day to day operations.
Satmetrix is the company responsible for the NetPromoter score, which measures customer satisfaction based on how likely customers are to recommend a business. It is a measurement of advocates and detractors, but it has been correlated with business success. The survey data is based on 1180 responses from businesses around the globe, who are all part of the NetPromoter.com community. This adds some extra weight to these highly negative results because it comes from a pool of companies that care deeply about customer satisfaction.