Twitter and LinkedIn remain the top two social networks for B2B marketers. Twitter offers some specific capabilities (such as lists) that make it uniquely valuable for B2B companies.
That said, there are some disturbing signs developing for Twitter (and the B2B marketers who rely on the platform). Per recent research, though 77% of B2B marketers say they use Twitter to distribute content, Twitter use is down 8% since 2014.
Further, “80% of leads sourced through social media for B2B marketers come from LinkedIn…(and) LinkedIn drives more traffic to B2B blogs and websites than Facebook and Twitter combined.”
For the most part, B2B marketers aren’t abandoning Twitter, nor should they. But to maintain its value to B2B companies, the leadership at Twitter needs to recognize the worrisome trends and take corrective action.