B2B lagging behind B2C in social media adoption – IDC

Similar to internet adoption in the 1990’s, B2C companies, particularly retailers, are driving social media adoption whilst B2B companies lag behind.

That’s according to IDC’s new study, 2012 U.S. Social Media Trends by Vertical, which highlights the adoption of social media as an emerging technology across banking, government, healthcare, manufacturing, retail and utilities. 

The research found retailers are making the biggest social media investments with successful retailers integrating their mobile, analytic and social media strategies into one cohesive business approach.

Organisations’ use of social networks also leads to increased productivity and improved knowledge sharing as they share best practices and identify appropriate resources, said the report.

Eileen Smith, program manager of Global Technology and Industry Research Organization at IDC, said: “Industries that are consumer focused such as communications, media and recreational services are spending a larger percentage of their IT budget on social media as it is easy for them to make the shift to adopting the way consumers communicate.

“However, there are early adopters in vertical markets such as insurance and professional services. Emerging uses in the construction industry for instance demonstrate how B2B organizations can leverage social media as a powerful collaboration tool to share project and material data, submit bids and review designs.”