While LinkedIn may be the most heavily used social network among business-to-business marketers, Twitter can be great outlet for content marketing. Used correctly, the short-form social media platform allows brands to develop a closer relationship with clients and reach potential clients. According to recent research from LeadTail, a social insights provider, many B2B marketing professionals have found using Twitter to promote content on other social media sites can help them demonstrate their industry expertise.
LeadTail's report states 1 in 3 marketers at B2B-oriented companies share LinkedIn content on Twitter, while 18 percent tweet links to Instagram images and 13 percent use Twitter to promote Foursquare activity. The content businesses promote on different social networks often varies to accommodate each channel. For example, Twitter demands short, concise and bold statements or facts, while Facebook followers are keener on images and graphics. However, this study demonstrates that with the right presentation, brands can use actually use one platform to highlight their activity on another.
Additionally, the study highlighted the type of information marketers share. LeadTail found 62 percent of survey respondents reported posting and tweeting industry news and one-quarter shares mainstream media.