A total 69.2% of Latin American IT users follow ICT providers on Facebook, while 52% prefer Twitter and 26.9% favor LinkedIn, according to an IDC study on IT users' online behavior.
According to the study, Latin America IT Investment Trends 2H10, Facebook emerged as the clear leader in Venezuela, with 80%, followed by Mexico with 76%, and Chile and Colombia with 75%.
In Argentina and Brazil, Facebook and Twitter shared the top spot with a respective 50% and 44%.
"As we all know, social media continues to have a great impact on B2B marketing, and the use of this channel for marketing campaigns is evolving fast," said IDC Latin America regional marketing manager Luciana Sario. "That's why a good social media strategy is key, as well as being aware of the users' preferences in this field."
At the beginning, companies launched social media initiatives creating blogs or Facebook and Twitter accounts, without having a plan or clear objectives. But they have now realized it is imperative to research the different media, monitor users' behaviors and determine realistic goals, according to the study.
Whatever the social network channel, the objectives must be clear, the content must be relevant and continuous, the platforms must be integrated with the company's websites, and the results must be analyzed to adjust the strategy.