Althaller Communication

B2B Social Media Study 2026/27: Management Summary

The 19-page management summary of the study's 16th edition covers platform selection, target groups, resources, budgets, AI applications and organisational maturity. The online survey includes 921 people recruited through network and partner contacts, not demonstrably 921 distinct companies. The PDF reports AI application figures of 91.6% for text work, 81.9% for research and 65.3% for strategy/concept development; the respective sample sizes and filters are not disclosed. Representativeness for the entire B2B market is not established. The methodology mentions 273 rule-based recoded filter responses without further explanation. The maturity index uses seven criteria and was revised from the previous year; direct year-on-year comparisons require a methodology review. The additional AI maturity figures on the landing page cannot be traced in the summary and are not presented here as confirmed findings. For the country distribution, the extracted PDF text differs from the visible chart, which shows Germany 78.6%, Austria 13.7%, Switzerland 5.3% and Other 2.4%. The separately offered full study has not been reviewed. The date of catalogue inclusion is not an established publication date.