Facebook has beaten LinkedIn as the go-to social media channel for industry leaders seeking business advice, according to research from Grist.
Cited by 79% of respondents, Facebook was the social network where senior executives were most likely to engage with business content, edging out rivals Twitter (73%) and LinkedIn (68%).
Facebook has been experiencing a period of research success, and was recently named as the joint highest social media platform for delivering advertising value.
And earlier this year, research from Hotwire revealed one in four B2B decision-makers cited Facebook as their preferred platform when seeking information on a purchasing decision, mirroring the findings from Grist’s report.
Perhaps worryingly, Hotwire’s research also revealed almost a third of B2B marketers do not plan to use Facebook in their social media and content marketing strategy.
Andrew Rogerson, founder and MD of Grist, commented: “[…] Facebook matters in business-to-business communications.
“The marketing department, content teams and agencies need to deal with the consequences of this and devise a compelling editorial plan that includes a wide range of channels and different perspectives.”
Despite these findings, separate research from BuzzSumo revealed engagement on Facebook posts fell by 20% for brands and publishers during 2017.
However, Facebook remains the largest social media network by far, boasting over two billion monthly active global users, some way ahead of its main rivals Twitter and LinkedIn.
