While LinkedIn leads as a business-to-business platform in terms of penetration and scale, B2B social media engagement is actually highest on hip photo-sharing platform Instagram, according to a new study by TrackMaven, based on an analysis of 316 B2B brands across the major social networks.
Unsurprisingly, B2B brands have been busy on LinkedIn, building relatively large followings of vendors and customers; thus brands in the professional services category have a median LinkedIn audience of 1.2 million followers. They’re also active on Facebook, Twitter, and Pinterest, with varying rates of success: for example, the median number of Pinterest followers was less than 3,000 for most of the brand categories studied.
However Instagram – not necessarily most people’s first example of a B2B medium – stood out for delivering high engagement across a range of categories, with measurement defined by TrackMaven as the number of interactions per post per 1,000 followers.
Read the entire article here courtesy of MediaPost.com.
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