There’s no secret formula to measure the impact of social channels. But lately, LinkedIn’s impact really trumps Twitter and Facebook for B2B.
One specific area stands out: Web traffic.
There’s a semi-new function in Google Analytics that allows companies to measure social referrals. It breaks down total traffic, the performance on a channel-by-channel basis, landing page hits and if you’re advanced – conversions.
We analyzed the results from a number of B2B technology companies, and LinkedIn was the clear-cut winner. For one supply chain company that we work with, LinkedIn drove more than 75% of their total social traffic over a three month period, compared to only 14% that came from Twitter.
Our team sees the same results on our own blog: LinkedIn has driven 30% more Web traffic in 2012 than Twitter, and nearly eight times the amount of Facebook. The kicker: We Tweet about five times more than we update LinkedIn.
This isn’t to say that these other channels should be ignored. But far too often, B2B marketers’ tend to be Twitter-heavy in their content-sharing strategies. If this describes you, the next time you have a piece of content to share try switching your focus to LinkedIn. Measure the results, and let us know how it goes!