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Study: B-to-b companies lag b-to-c in social media tracking

Published on .

San Mateo, Calif.—B-to-b companies trail b-to-c companies in tracking social media and responding to social media customer feedback, according to a new study by customer experience software company Satmetrix Systems. The study was based on an online survey of 1,180 b-to-b and b-to-c marketers conducted in January. According to the survey, 51% of b-to-b companies have no social media tracking system in place, compared with 22% of b-to-c companies. Also, 69% of b-to-b companies do not have a mechanism for responding to customer feedback in social media, compared with 42% of b-to-c companies. The survey also found that 60% of businesses, both b-to-b and b-to-c, do not have an integrated social media strategy.
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