Just 21 per cent of brands use a paid-for social media monitoring platform, while 70 per cent measure social via their web analytics platform, according to new research by B2B Marketing.
Forty-nine per cent of B2B brands use a free social media monitoring platform, 39 per cent use a CRM platform and 23 per cent a marketing automation platform.
However, further adoption seems on the cards. Eighteen per cent of marketers surveyed said their brands plan to use a paid for analytics service in the future.
