Not according to an article published this week in BtoB’s Vertical Insight Guide.
The article reports that only 20% of senior executives belong to one or more social networking sites — which would seem to indicate that all the noise about marketing with social media is either misplaced or premature.
If you want to reach senior executives on the web, your best vehicle, according to the article, is webinars, which 77% of C-level execs listen to at work.
Close behind are blogs, read by 58% of executives, and streaming videos, watched by 56%. In addition, 41% listen to podcasts.
And how do these senior executives spend their time at home? Blogging? Participating in virtual worlds like Second Life?
No — 76% say they watch television after work.
So TV advertising may not be as old school and archaic as the new media evangelists would lead us to believe.