Interesting evidence from Barbara Thomas, head of the Customer Recognition Program at IHS, when her firm asked 100 organizations, “Which Influencer / advocate ‘activities or assets’ are most valued by companies?”
Top of the list – no surprise it’s Customer Videos and Customer Case Studies.
However Barbara says she was surprised at the two lowest rated activities – Facebook Likes and Twitter mentions. Yet this ties in with one of the themes we’ve talked about for the past few years – the over-emphasis on engaging with customers / prospects through social media. B2B customers are just not using Twitter, Facebook et al anywhere near as much as vendors think they do. Good to see her research reinforcing it. Hat-tip to Barbara.