Having had the chance to read this report and review its findings i have to admit i am a little perplexed.
All but three of the 17 industries see their biggest audiences on LinkedIn but yet they only show an average engagement of 1.09 per 1000 followers?
This raises the question of what is engagement? Certainly from our experience engagement rates are at least ten times higher than this on LinkedIn?
The data from the networks is interesting but i would suggest that this reflects the fact that you can do so much more on LinkedIn from a B2B perspective than you can on the other networks.
That said i think maybe we should test out Instagram!
Let’s look at B2B brand popularity by a different parameter: content engagement. When we analyzed the average engagement ratio (number of interactions per post per 1,000 followers) for B2B brands on each social network, Instagram is by far the B2B powerhouse. The average engagement ratio for B2B brands is: 22.53 on Instagram; 15.88 on Pinterest; 5.99 on Facebook; 1.09 on LinkedIn; and 0.86 on Twitter. We cover this finding (and many more) in detail in our report, but here’s the quick and dirty bottom line: Challenge the LinkedIn legacy effect for B2B brands. Explore newer, visual-oriented networks where there are high levels of engagement and less competition.