MCM Outlook 2012-13: B-to-B Merchants are Behind in Social Media

When it comes to participation in social media, business-to-business sellers fall behind all other merchants.

According to a breakdown of MCM Outlook 2012-13 results, less than two-thirds (66%) of merchants who said they cater primarily to a b-to-b audience are marketing themselves via social media channels.

In comparison, 76.5% of all MCM Outlook 2012-13 respondents said they are using social media to market themselves. That includes the 83.1% of respondents who identified themselves as business-to-consumer retailers, and 77.6% who said they sell to an even mix of b-to-b and b-to-c customers.

B-to-b sellers also fell behind their b-to-c counterparts on why they are using social media channels. For example, 78.6% of b-to-c respondents said they use social media to engage in conversation with customers and prospects, compared to 54.2% of b-to-b respondents.

Also, while 80% of b-to-c respondents said they use social media to monitor what consumers are saying about their brand, just 66.7% said they use social media for that reason.

And 40% of b-to-c respondents said they use social media to announce online offerings. Just 16.7% said they use social media for that reason.

The entire MCM Outlook 2012-13 survey report is available for download at

Partner Content

The Gift of Wow: Preparing your store for the holiday season - Netsuite
Being prepared for the holiday rush used to mean stocking shelves and making sure your associates were ready for the long hours. But the digital revolution has changed everything, most importantly, customer expectations. Retailers with a physical store presence should be asking themselves—what am I doing to wow the customer?
3 Critical Components to Achieving the Perfect Order - NetSuite
Explore the 3 critical components to delivering the perfect order.
Streamlining Unified Commerce Complexity - NetSuite
Explore how consolidating multiple systems through a cloud-based commerce platform provides a seamless experience for both you, and your customer.
Strategies for Maximizing Mobile Point-of-Sale Technology - NetSuite
Learn the top five innovative ways to utilize your mobile POS technology to drive customer engagement, increase sales and elevate your brand.