©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.
B2C and US-based companies lead the way
B2B companies lag behind their B2C counterparts when it comes to using social media to track what customers are saying about their brands and following up on that feedback. In January 2012, customer experience management software companySatmetrix surveyed over 1,000 B2B and B2C companies worldwide and found that more than half of B2C companies (53%) both tracked mentions and followed up on them, while an additional 25% only tracked and 4% only followed up. This is compared to only 27% of B2B companies that both tracked mentions and followed up on them. Almost half of B2B companies (47%) did not track or follow up on brand mentions on social media.