According to a new study, Twitter has trumped Facebook as the leading source of social leads for small and medium-sized business to business (B2B) brands.
In the study of 600 U.S. B2B small and medium-sized businesses, Optify analyzed more than 62 million website visits, 215 million page views, and 350,000 leads in 2012. The company found that Twitter accounted for 82 percent of all social media-originated leads, while Facebook was responsible for only nine percent of leads.
While Facebook paled in comparison to Twitter in terms of social leads, the social network was responsible for a majority of social media traffic. Optify found that Facebook made up 54 percent of all social media-sourced visits. Twitter, on the other hand, accounted for just 32 percent.
Other social platforms, like LinkedIn for example, played a pretty insignificant role. The professional social network accounted for only 14 percent of visits from social and nine percent of social leads.
However, despite these findings, social media is still a small part of overall traffic for most of the businesses studied. Optify found that more than 80 percent of sit traffic was either organic (came through a search engine) or direct to the site. Social media accounted for only 1.9 percent of total traffic.
While that doesn’t mean social media isn’t worth focusing on — additional traffic sources depend heavily on budget — it’s a good reminder to business owners not to put all your eggs into just one basket. It’s possible, and encouraged, to find a successful balance between social media and traditional marketing tactics.
Jennifer Beese: Jennifer Beese has worked as a community manager and social media strategist. When she’s not writing, you can find her studying anatomy and physiology—she literally has a skeleton in her closet—or under the stars with her telescope.