B2B marketers have joined the social media marketing movement in droves. In fact, Forrester Research predicts that B2B firms will spend $54 million on social media marketing in 2014, up from just $11 million in 2009 (eMarketer B2B Social Media Marketing Heats Up).
Unfortunately, many of those efforts are entirely tactical, methodical and without a true understanding of the “social” aspect of social media marketing. B2B marketers that are early in their social media marketing maturity level tend to focus on message distribution such as Tweeting or posting Facebook links mostly to their own content vs. engaging with customers on a human level. That one-way communication profile doesn’t engender discussions and sharing, so social traffic level increases tend to plateau pretty early.