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What is the most popular social media website for business-to-business marketing? If you guessed Twitter, then you’d be right. But which social media site actually delivers more leads? According to Mediabistro, that would be LinkedIn.

Big surprise?

The sad part is most small businesses aren’t using any kind of social media measurement tool, so how would they know where the majority of their leads are coming from? Twitter might be more popular, and easier to use. But it isn’t more lucrative. The ROI is actually coming from the social media site that specializes in B2B networking.

But LinkedIn doesn’t just beat Twitter for lead generation. It beats ALL social media websites. Even blogging.

While most small businesses are using social media and have a strategy for it, most of them also don’t use any kind of social media metrics. That brings to mind an age-old question: If you aren’t measuring it, how can you change it?

Businesses who do business with other businesses need to figure out how to measure their social media marketing campaigns. And it helps if you use the social networks that your target audience is using. If you are targeting consumers, that might be Facebook or Twitter. If you are targeting other businesses, it is more than likely LinkedIn.

One thing is for sure – we live in a social media age. But don’t just do it because your competition is doing it. Doing it because it is right for your business.

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