Editorial & Advertiser disclosure

Global Banking & Finance Review® is an online platform offering news, analysis, and opinion on the latest trends, developments, and innovations in the banking and finance industry worldwide. The platform covers a diverse range of topics, including banking, insurance, investment, wealth management, fintech, and regulatory issues. The website publishes news, press releases, opinion and advertorials on various financial organizations, products and services which are commissioned from various Companies, Organizations, PR agencies, Bloggers etc. These commissioned articles are commercial in nature. This is not to be considered as financial advice and should be considered only for information purposes. It does not reflect the views or opinion of our website and is not to be considered an endorsement or a recommendation. We cannot guarantee the accuracy or applicability of any information provided with respect to your individual or personal circumstances. Please seek Professional advice from a qualified professional before making any financial decisions. We link to various third-party websites, affiliate sales networks, and to our advertising partners websites. When you view or click on certain links available on our articles, our partners may compensate us for displaying the content to you or make a purchase or fill a form. This will not incur any additional charges to you. To make things simpler for you to identity or distinguish advertised or sponsored articles or links, you may consider all articles or links hosted on our site as a commercial article placement. We will not be responsible for any loss you may suffer as a result of any omission or inaccuracy on the website.

Home > Top Stories > MORRISON & FOERSTER PRODUCES AMBITIOUS INFOGRAPHIC NOVEL ON SOCIAL MEDIA TRENDS FOR B2B AND B2C MARKETERS

MORRISON & FOERSTER PRODUCES AMBITIOUS INFOGRAPHIC NOVEL ON SOCIAL MEDIA TRENDS FOR B2B AND B2C MARKETERS

Published by Gbaf News

Posted on December 5, 2015

4 min read

Last updated: January 22, 2026

Image depicting the complexity of auto enrolment in small businesses - Global Banking & Finance Review — This image illustrates the challenges small businesses face with auto enrolment, emphasizing the role of technology in simplifying compliance. It highlights the importance of financial advisors and accountants in navigating these complexities.

Attention, social media marketers: your first infographic novel has arrived.

John Delaney

John Delaney

Law firm Morrison & Foerster, known for its Socially Aware blog tagging news across the landscape of social media law, has produced a multi-part infographic highlighting key trends for B2B and B2C marketers on their use of social media.

Here’s a link to the 10-panel graphic, entitled Social Media Marketing: LINK HERE.

Marketers will find a well-plotted story embedded in the flow of graphic statistics – they’ll laugh, they’ll cry, or at least find something relevant for their brands.

“There’s a lot of turmoil and uncertainty right now around social media marketing,” says Morrison & Foerster partner John Delaney, principal editor of Socially Aware who led the team pulling together the infographic from some 20 different news and industry sources. “Although companies continue to spend more money on this channel as consumers increasingly rely on social media for their information, many are still trying to figure out best in class strategies and measurements.”

Among a few key stat lines from MoFo’s epic infographic on social media marketing:

Overall US spending on social media marketing continues to climb, exceeding $7.5 billion in 2014. Two-thirds of companies surveyed by Adweek report having a dedicated social media team.
Despite the massive usage of Facebook among all branded marketers, Pinterest is actually much more popular for many businesses, especially luxury brands and online specialty retailers.
Smaller brands remain laggards in adopting mobile marketing – only 22% of small businesses report using a mobile app, compared to 89% of the top global brands.
As companies see a decline in search, blog usage is also slipping: 67% of North American consumer marketers report using blogs in 2015, vs. 72% a year ago.
Everyone has their own way of measuring success in social marketing, but Adweek picks some surprise winners – including the NBA (best on Twitter); Red Bull (best use of hashtag); GoPro (best on Instagram); Lowe’s (best on Vine); and Jetsetter (best on Pinterest).
More social media spending by brands does not always translate into more engagement. Socially Aware cites the pronounced drop in reported user interactions with marketers on two of the biggest platforms, Instagram and Twitter. Only Facebook seems to be generating more brand interaction with consumers.
Even when consumers do engage, marketers often drop the ball. MoFo’s pull of recent surveys shows that 90% of enterprises use social media to respond to customer service inquiries, yet nearly 60% of consumers tweeting about a bad experience never heard back from the offending company. And the average response time of brands responding to user comments or complaints on Twitter is nine hours – snail’s time in today’s stopwatch social media environment.
Marketers confess that ROI has been less than stellar: nearly half of top marketers surveyed by the Wall Street Journal said they were unable to demonstrate a direct impact on their business from social media – only 15% of marketing officers could show a quantitative effect on their company’s business.
And still, bullishness prevails, reflected in near-term spending projections. US B2B marketers are expected to commit more than $100 billion to social media advertising by 2017; digital advertising is projected to catch up to TV ad spending by the following year.
Also encouraging are certain key indicators that the top platforms do get the job done to some degree. MoFo cites that 54% of B2B marketers say they’ve generated valid sales leads from social media; among consumers, 72% of those who follow a brand on Twitter said they were more likely to be loyal when it comes to purchasing.
Most promising of all may be a stat from Iron Paper noting that for online merchants, the average customer order influenced by social media was a robust $143 in 2014. For sellers geared up for the current holiday season, that’s a good number to beat.