In the rush to generate a social media presence, we've seen enterprises speaking from on high and smaller shops boosting their presence through social networks. Now, the middle ground comes to the fore as more mid-sized business ramp up their engagement on Twitter.
Leadtail's latest report on Social Media Insights highlights how mid-size businesses communicate on the social network, what drives them and what the differences are between B2B and B2C types.
Engaging in the Conversation
Leadtail provides ongoing insight about the ways digital marketers use social media. The research shows how both B2B and B2C digital marketers identify themselves, where they're active, their topics of discussion and who they engage with, via their tweets and interactions.
The latest report, How Do Marketers at Mid-Size Companies Engage on Twitter Today? (registration required) looks at the decisions and behaviors of marketing decision makers who promote their brand or product on social media. Leadtail prepared the report in collaboration with DNN Software.
The report focuses on businesses with between 50 and 5,000 workers. The digital marketers for these firms tend to use specific media sources, have a core group of influencers they're interested in and are, in turn, influenced by particular people and brands.
A full 100 percent of the respondents are active on Twitter. Only 45 percent are on Instagram and YouTube, showing the dominance on the short messaging medium among digital marketers. LinkedIn only attracts 20 percent and Google Plus a mere 6 percent
They follow the same media that most of us do — given the survey's US-centric focus — with a top 50 list of account retweets and mentions including the likes of Mashable, TechCrunch, Forrester and Fast Company, The New York Times and the Wall Street Journal. The people list includes a names from many tech and media businesses, from @karaswisher to @ValaAfshar and @TedRubin.
Where things diverge is the split on focus between B2B and B2C companies. B2B business focus on design, CIOs, social business, cloud, hiring and other hashtags, while B2C businesses follow the seasons and casual social trends with Halloween, snow, New Year's Eve and a very polite #thankyou also in the mix.
There is also a different focus when it comes to use of social media networks. B2Bs are more likely to use LinkedIn as a source of content they share with others, while B2Cs are more at home sharing Facebook and Instagram content.
The report also breaks down the different types of media they discuss and the change from a similar report last summer. Mentions from mainstream media are down 2 percent to 43 percent and industry media mentions are down 1 percent to 34 percent while social media mentions rise a point to 18 percent.
While there are no magic solutions to maximize a social media presence and keep the audience engaged, the report offers a few pointers and perhaps some new directions to take.
Title image by sevenke (Shutterstock).