Survey: Twitter is More Effective Tool to Reach Local Audiences

Twitter and Facebook are commonly used by enterprise marketers, but how are these tactics changing the way companies reach their local buyers?

The “Street Fight Enterprise Local Marketing Survey” conducted in the second quarter of 2017 recently shed light on enterprise marketers’ use of these social media channels. Overall, 19 percent of enterprise marketers said their local digital marketing initiatives were effective in helping them raise brand awareness. Almost 30 percent of Twitter users said the same, compared to slightly more than 20 percent of Facebook users.

In terms of new customer acquisition, 16 percent of enterprise marketers said their local digital marketing efforts were effective. Almost 20 percent of Twitter users stated the same, while less than 16 percent of Facebook users claimed it was effective.

Enterprise marketers who used Twitter said the social media channel was more effective than Facebook in increasing conversions to sales, boosting the value of sales, customer retention and customer support.

B2B Marketers and Social Media Usage

Previous research shows that B2B marketers have largely invested in both Twitter and Facebook to achieve their objectives.

According to the “2017 Social Media Marketing Industry Report” from Social Media Examiner, 75 percent of B2B marketers utilize Twitter. Approximately 89 percent indicate they use Facebook, and 43 percent consider it to be their number one social media choice.

“For the first time in the history of our study, Facebook has passed LinkedIn as the most important platform for B2B marketers,” noted the authors of the report.

Eighty-one percent of B2B marketers stated that they use LinkedIn.