Adoption of Social Analytics in B2B Firms: Exploration and Initial Propositions

Kenneth D. Hall, Hayden Wimmer, Loreen Powell

Research output: Contribution to conferencePresentation

Abstract

Although research into the adoption of social analytics tools and practices by B2B firms is beginning to increase, scholars differ regarding the degree to which B2B firms have embraced these tools and practices. Järvinen, Tollinen, Karjaluoto, and Jayawardhena (2012) find that adoption and use of social media measuring tools is more prevalent among large businesses (more than 250 employees and/or annual sales of more than €100 million, as defined by the authors). One study (Gottheil 2010) finds that some 80% of B2B marketers set objectives and measure results, though the tools used vary widely. However, a 2013 study finds that 69% of firms use “reporting and analytics” (Pease 2013).

Degree of penetration of social analytics in the B2B space aside, firms are not taking full advantage of the opportunities presented by the technology. According to a Gallup study of global B2B services firms, only about one firm in seven considers itself fully engaged with customers; furthermore, low customer engagement scores are associated with future revenue declines (Liyakasa 2012). Extending previous research as described above, we intend to investigate use of social analytics by horizontal vs. vertical B2B firms and to investigate the influence of the firm’s perceived “customer/prospect” universe on adoption of social analytics. For this initial study, two cases are anticipated, from which initial propositions will be advanced.
Original languageAmerican English
StatePublished - Jun 19 2014
EventBusiness and Applied Sciences Academy of North America International Conference (BAASANA) - Mahwah, NJ
Duration: Jun 19 2014 → …

Conference

ConferenceBusiness and Applied Sciences Academy of North America International Conference (BAASANA)
Period06/19/14 → …

Keywords

  • B2B firms
  • social analytics
  • social analytics tools

DC Disciplines

  • Engineering
  • Computer Sciences

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