There used to be a debate about whether social media was relevant in B2B. Just four years ago, less than one quarter (23%) of B2B marketers described it as ‘highly relevant’ to their brand (source: B2B Barometer). Now, those holding out against the social tidal wave are few and far between. Indeed, many B2B brands are social media pioneers.

Lithium Technologies recently published Klout 50 study is testament to this. The study ranks the 50 most influential brands on social media. As you’d expect the list includes big-hitters from the consumer world. Brands like Coca-Cola, McDonalds and Nike. But more surprising is how many B2B brands are featured. Nineteen of the 50 brands listed have a significant or exclusive B2B focus to their business*.

Hats off to you all!

B2B brands featured in the Klout 50 list are:

  1. Microsoft (2nd in the Klout 50)
  2. Google (4th)
  3. Intel (6th)
  4. HP (12th)
  5. Thomson Reuters (15th)
  6. General Electric (16th)
  7. Adobe (22nd)
  8. Nokia (23rd)
  9. Goldman Sachs (24th)
  10. Shell (29th)
  11. SAP (31st)
  12. American Express (32nd)
  13. MasterCard (34th)
  14. Oracle (35th)
  15. Morgan Stanley (37th)
  16. Accenture (39th)
  17. Caterpillar (40th)
  18. 3M (41st)
  19. John Deere (42nd)

* Strictly speaking some brands, notably Facebook, could qualify as B2B because they derive the majority of income from sales to other businesses (advertising in Facebook’s case). However, where a brand is in essence consumer facing, it has been excluded 

Read more about our approach to business-to-business (B2B) branding research.

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About Andrew

Andrew has specialised in B2B research for over a decade and co-founded Circle Research in 2006. He is a columnist for B2B Marketing Magazine, a regular contributor to Research Live and frequent speaker at leading events such as the B2B Leaders Forum, Customer Experience Live and the Social Media World Forum. Andrew is a Chartered Member of the MRS, teaches the MRS B2B research course and holds an MA in Psychology from Aberdeen University alongside an MSc in Marketing from Strathclyde University.

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