Social media doesn't really turn on business-to-business buyers, suggests a new survey. Only 6% of B2B buyers said social media has "a lot" of impact on their buying process, according to the recently published "B2B Website Usability Report." But before scaling back social media involvement, B2B marketers should note that the survey -- conducted by DH Communications and KoMarketing Associates -- was focused on B2B buyer expectations of vendor websites and had a very small pool of respondents, with only 175 surveys completed. Respondents also were not the most technically savvy, since 49% did not use a smartphone to look for B2B products or services, and 18% did not know what was meant by a "responsive" website. That said, it's interesting that only 24% said they look for social media icons on a vendor website home page, and even fewer – 22% of respondents – look for a blog. However, B2B marketers probably should keep blog posting: Some 85% of buyers polled also said that a blog helps establish a vendor’s credibility. For more details from the report, see http://marketingland.com/report-6-buyers-claim-social-media-impacts-b2b-buying-process-76396
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