TrackMaven's recent B2B Industry report revealed drastic differences in the impact and use of social media across different industries. This post looks at those distinctions and how brands can focus their efforts on the right B2b social network.
Conventional wisdom hol
ds that LinkedIn is the dominant B2b social network, and
TrackMaven's report supports that notion for B2B overall. When considering audience, LinkedIn is number one followed by Facebook, Twitter, Instagram, and Pinterest. However, it's important to note that there are distinct differences based on industry. Some of the data might surprise you.
- Facebook is where Manufacturing brands find their largest audience. Yet the extremely high engagement rates on Instagram make that platform a serious contender for these brands.
- Aerospace and Defense get their largest audiences on LinkedIn, accounting for over half of their social media following. Yet engagement rates are low with only 1.14 interactions on average per post per 1,000 followers. Instagram, although small in size, is highly active with engagement rates 25 times that of LinkedIn.
- LinkedIn is the principal channel for building Biotech audiences, accounting for nearly 95% of followers. Although Facebook provides these brands with a smaller audience, it's a very effective B2B social network, sporting engagement rates 31 times higher than LinkedIn.
- Chemical Manufacturers also find the majority of their audience on LinkedIn, with roughly two-thirds coming from this one platform. However engagement levels are the lowest with a ratio of just 1.02. Instagram is the most successful for these brands, with engagement ratios averaging 29.25.
- Computer Hardware brands find that Facebook brings the largest audience, both as a percentage and in terms of sheer numbers. Despite the small audience size, the superior engagement ratio of Instagram offers brands far better results.
- Construction brands attract about three times as large an audience on LinkedIn than Facebook. Yet Facebook offers roughly four times the engagement rate of the other B2B social network. Brands in this market should consider using both platforms to maximize their potential.
- Electrical Equipment brands have LinkedIn audiences that are about three times as big as their Facebook followers. However, Facebook audiences are nearly four times as engaged. Like the construction industry, brands in this niche should step up their game on Facebook.
- Regarding audience size, LinkedIn accounts for two-thirds of
