Revised May 26, 2020
Revised December 3, 2018
Revised August 28, 2017
While Facebook is far and away the largest social network, when it comes to driving B2B website traffic and brand visibility, Twitter and LinkedIn are tops. Looking at the most significant social networks for the coming year, Upfluence contends that “Twitter remains a must-use for content distribution to boost visibility and drive follower growth in niche or specific communities,” and that while both B2C and B2B marketers extensively use the platform, its performance is slightly stronger on the B2B side.
Twitter’s key strength is in driving traffic to informative online content including news and blogs. (It’s generally not great for posting random thoughts at wee hours of the morning, though that appears to work for some people.) HubSpot has noted Twitter has more than 300 million active monthly users, and “accounts for 16% of referrals to longer articles from social sites and 14% for shorter news articles.”
That’s why, as reported here previously, 88% of B2B marketers in North America use Twitter for content distribution. The platform is popular not only with consumers, celebrities, and business professionals, but also critically with journalists and influencers.