Persuading senior executives of the benefits of social media remains a larger hurdle for B2B marketers than for their B2C counterparts, a survey by White Horse has discovered.

More than a third of B2B marketers said there was ‘low executive interest’ in social media while just 9% in B2C said the same.

Senior management in B2B are more confident in dismissing the worth of social media, 46% of marketers saying it was viewed as ‘irrelevant’ in their organisations, compared to 12% in B2C.

Measurement of social media also varied, 34% not measuring it at all in B2B versus 10% of B2C respondents.

Genius.com/BtoB magazine revealed earlier this month that 50% of B2B marketers don’t blog, 49% don’t use Twitter, 43% don’t use Facebook and 25% don’t use LinkedIn.

R2integrated discovered that lack of measurement and gaining management buy-in  were the two biggest obstacles to running social media campaigns.

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