It’s a question we’re hearing a lot these days, so we’re taking a deeper look at the issue.  Like it or not, social media is here to stay. Web sites like LinkedIn and Facebook are not a passing trend, but rather, a staple in modern society.  While the fit with consumer marketing is a no-brainer, it’s applicability for B2B is a little less apparent.

Still, an April 2011 study by B2B showed an escalation in B2B marketing, as well as bullish predictions for its future usage.  According to this study of 577 respondents, 93% are using some form of social media in their overall marketing mix.  While this seems rather high, it does indicate that more B2B marketers are dipping their toes in the social media pool.

When it comes to marketing via “Web sites,” there seems to be a “holy trinity” of social-media channels most businesses turn to: LinkedIn, Facebook and Twitter.

In that order.

The survey found virtually the same usage for LinkedIn and Facebook – 72 and 71 percent, respectively. Twitter came in third, with 67 percent of the segment surveyed. When it came to other social-media outlets, 48 percent reported using YouTube, 44 percent maintained regular blogs, and 22 percent participated in online communities. [1]

In that same study, 26 percent of participants cited LinkedIn as the social media platform they use most often, while only 13 percent named Twitter as their most favored channel.  LinkedIn’s value in delivering leads was the reason most marketers stated they favor it.

“This perhaps shows that Twitter is an important piece of the overall, social-marketing picture, but not the best channel for B2B marketers to find value,” said Adam Holden-Bache, writer for Social Media B2B. “Many marketers only see Twitter as a way to support Web site traffic and product or event promotions.”

What do you think?  Are you using social media now in your B2B marketing strategy?