As with any marketing channel, social media has its pros and cons as part of your marketing mix. Results from the recently published IEEE Engineering360 Media Solutions research report: “2016 Social Media Use in the Industrial Sector” reveal a number of key insights that can help you better assess social media’s role in your marketing plan and the level of resources you should devote to it.
On the Plus Side
One benefit of social media is that its use in the industrial sector has stabilized over the last few years. Engineers and technical professionals have clearly demonstrated their preferences in terms of social media.
LinkedIn is the leading social media platform for this audience, followed in order by Facebook, Google+, YouTube and Twitter. These preferences are consistent across all age groups. Only seven percent use Instagram; only six percent use Pinterest.
Engineers and technical professional use social media for a variety of purposes. The top work-related activities on social media are reading content or product/industry news, researching a supplier, watching a video, searching for contacts, following a company or group, and seeking a recommendation on a product/supplier. Fifty-four percent have used social media to find product reviews; 52 percent to keep abreast of latest company/product news/technologies. The most popular use of social media overall is found among the 18-34 age group, with 67 percent using social media to find new jobs/employers.
This demonstrated behavior can help spark ideas for marketers about how to connect with this audience on social media. For example, social media is an effective channel for posting news, product information, videos or other content, such as white papers or Q&As. In order to elevate your company’s profile and attract a new generation of engineers, you might want to post employment opportunities on LinkedIn or other social media sites.
On the Downside
While there is plenty of opportunity for marketers to take advantage of social media in their marketing mix, you may want to proceed with prudence. With the variety of activities performed on social media among engineers and technical professionals, this audience spends only a small percentage of their time on these platforms.
Sixty-two percent spend less than one hour of work time per week on social media. None of the activities they perform on social media take place more than a few times a month. LinkedIn is the only social media platform that a majority (65 percent) of engineers and technical professionals maintain an account on. All others have a less than 50 percent adoption rate.
The fact is that engineers and technical professionals experience a number of challenges using social media for work-related purposes. Sixty-four percent say that using search engines, supplier websites, online catalogs and other methods are more efficient than social media. Fifty-five percent say there is too much noise and not enough substance on social media. Thirty-eight percent say they can’t find useful content or that social media isn’t reliable. This audience still vastly prefers general search engines, online catalogs and supplier websites for researching a potential work-related purchase.
Another issue is that it’s difficult to actively engage your audience of engineers and technical professionals on social media—and in many ways social media is all about engagement and interactivity. Of those who have a LinkedIn account and belong to a group, only 27 percent participate in discussions; only six percent start a discussion. Activities such as posting or sharing an article, image or video on a social media platform take place at most a few times per year. Seventy percent never post or share any news or information about their own company on their social media accounts.
The conclusion to draw is that because social media is established in the industrial sector, you should develop a social media strategy and integrate social media into your overall marketing plan. However, keep in mind that other digital channels—online catalogs, your website, search engines, email, webinars—should get the bulk of your marketing investments, and that social media should be used primarily as a complement to your efforts on those channels.