Social remains a small part of the larger traffic picture for most of the B2B SMBs studied, accounting for 1.9% of total traffic. The study found that more than 80% of site traffic to these businesses was either organic (i.e. came through a search engine listing) or direct to the site. Social media also ranked behind paid search as a source of site traffic.
But that doesn’t mean social isn’t worth focusing on: Many of these other traffic sources are dependent on budget and other external factors, whereas social media can be a cost-effective method of site promotion, which marketers can use to actively seek out new business and customer engagement.
Another reason not to ignore social: It’s worth its weight in leads. Despite accounting for just 1.9% of overall site traffic, social accounted for 4.8% of all B2B SMB leads—a relatively small number, but not insubstantial.
Email was another tactic that paid dividends, accounting for less than 1% of traffic but a substantial 9% of leads. Organic traffic, by contrast, accounted for 40% of site traffic but delivered a much smaller comparative share of leads: 26.5% of the total.
Read more at http://www.emarketer.com/Article/B2B-SMBs-Twitter-Gets-Best-Social-Leads/1009697#Bku2HCuobHI8ewLP.99