Engineers from different fields probably make up a large part of your target audience if you are a manufacturer, distributor or an engineering company. As an industrial marketer, you know it is a challenge marketing to engineers.
While engineers do use social media, they tend to be passive participants making it hard to engage with them using those channels. To illustrate that point, here are a few key findings from the 2016 Social Media Use in the Industrial Sector report published by IEEE ENGINEERING 360.
- 82% of engineers and technical professionals spend no more than two hours weekly on social media for work-related purposes.
- 70% of industrial professionals have never shared or posted news about their companies to their own social networks.
- 64% of engineers and technical professionals say the biggest challenge in using social media for work is its inefficiency when compared to other methods such as search engines, supplier websites and online catalogs.
- 55% said that social media has too much noise and not enough substance.