In fact, Twitter achieves a higher conversion rate (2.17%) than the average for all channels combined (1.6%) including organic and paid search. In comparison, LinkedIn and Facebook achieve conversion rates of 0.8% and 0.74% respectively.
But when it comes to the number of pageviews per visit, LinkedIn is the top performer with 2.48, followed by Facebook (1.94) and Twitter (1.51).
Social media breakdown
Overall though, organic search massively outperforms social in terms of traffic and leads.
Organic search drives 41% of traffic to B2B sites, of which Google accounts for 90%, while social contributes an average of only 5% of all traffic and leads.
B2B conversion rates by source 2012
The data in this report was collected using Optify’s visitor and lead tracking software and includes only US .com sites with between 100 and 100,000 monthly visits.