Reaching out and engaging with an audience is the difference between companies who use social media effectively to help achieve their business goals, and those who do not. In fact, the IT research company, Gartner Inc., predicted that over time, refusing to communicate via social media channels will be as harmful to companies as ignoring a phone call or email is today. Dissatisfaction over this, the company goes on to say, can lead to a 15% rise in churn rate for existing customers.
In a competitive world where 84% of B2B marketers use social media in some form (Aberdeen), no one can afford such a loss to their client base, and yet 75% of B2B companies do not measure or quantify their social media engagement (SatMetrix). This is not to say, however, that companies are not concerned about this. The savvier of these companies aptly recognize the key to success here revolves around engagement which is why, according to Forrester, 37% of brands would like to use social media in a way that allows them to reach audiences through custom-tailored marketing campaigns.