Guía para B2B Social Media

COMPENDIUM 2012
The B2B Guide to
Social Sharing
2012
A GUIDE BY

COMPENDIUM 2012
The Tie Between Social Media
and Corporate Blogs
Perhaps the most important takeaway from this study is the fact that the majority of marketers who
manage their company’s blog are also managing their company’s social media efforts. This means that
probably you, and your counterpart at your fiercest competitor, are responsible for effective and effi-
cient execution on two content-heavy and ever-changing digital channels. In other words, you have a lot
of writing to do, a lot of new technology to keep up with, and an even bigger challenge of orchestrating
all of the madness to deliver successful metrics.
Good social media marketing requires good content. Creating good content gives businesses something to
talk about and share in social media channels to make their business relevant and helpful. Being relevant
and helpful is the key to content marketing success.
What Works for Social Sharing
B2B B2Cvs.
Why this data matters
73%
The fact that 73% of blog administrators are
also managing their company’s social media
channels is an indicator that many businesses
are maturing in their approach to content
marketing. While content was once lever-
aged in one specific channel, marketers are
now realizing the benefit, and need, of polli-
nating their content across multiple channels.
Ideal social message length
What to say
Share
16-25 words is the ideal
message length for Linke-
dIn for B2B.
message length for Twitter
for B2B.
Twitter
View my profile page
320 105 95
TWEETS FOLLOWING FOLLOWERS

COMPENDIUM 2012
Here’s why:
» Promoting your blog content on your social
networks will help you get more return on your
time/money spent creating the content. More
impressions will yield more visits.
» Social media is a great place for great content.
Your best blog content will not just show up in
your followers’ feeds. If it is truly good content,
your followers are likely to re-share your content
with their followers, and this will result in expo-
nential exposure for your content.
» When you write great content and spread it
on social networks, those who are interested
will click and land on your branded pages. Your
branded pages can be much more optimized for
conversion than your social media pages since
you have full control of your branded pages’
layouts and components.
» If you are sharing great content on social net-
works that doesn’t exist on your blog or con-
tent hub, you are missing out on a huge SEO
opportunity. If your content is on your blog, it
will generate links and social indicators (likes,
shares, +1s, etc.) that will benefit your website’s
domain. Search engines pay attention to these
factors when determining which pages to serve
up in their search results.
» Blog content is permanent – social content
is not. Let’s pretend that you posted a great
Thanksgiving recipe on Facebook that received
thousands of Likes. When Thanksgiving comes
around next year, that post will be long gone.
However, if you post the recipe on your blog,
you can re-share it year after year. In addition,
the recipe will be indexed by the search engines
and will likely drive search traffic as well.
If you aren’t using your corporate blog to fuel your social media strategy, you are almost certainly not
as effective and efficient as you could be.
For great examples of companies using their blogs to power their social media (and other) strategies see:

COMPENDIUM 2012
Knowing what to say and how to say it is criti-
cal when optimizing your social media strategy.
Some tactics are effective on one network but
not on another. There have been many studies
released that provide aggregate data, but we’ve
found that aggregate data is often misleading. It’s
important to know what is true for each network
and for which industry. Below we’ve distilled our
research to provide some tactical advice. Use our
data to get your strategy started, but don’t forget
to test and measure what works specifically for
your industry and your social followers.
WHAT TO SAY

COMPENDIUM 2012
What is the ideal social message length?
Having the right message length can help provide context to the information you are sharing without
going overkill and making your message too long. Use the data and takeaways below to ensure that
your message is just the right length for each social network.
TAKEAWAYS
» 11-15 words is the sweet spot for Twitter, and you’re safe to use up to 25. Go any shorter, and
your message will likely lack enough information to draw people in.
» LinkedIn postings should aim for 16-25 words, but you are safe to go shorter if necessary.
Good examples:
73%
channels is an indicator that many businesses
are maturing in their approach to content
marketing. While content was once lever-
aged in one specific channel, marketers are
now realizing the benefit, and need, of polli-
nating their content across multiple channels.
Ideal social message length
What to say
Share
message length for Linke-
dIn for B2B.
Tweet
for B2B.
Twitter
View my profile page
320 105 95
105
Including a question mark in social messages
LinkedIn messages receive 25% less
clicks if they include a ? for B2B.
Twitter messages receive 39% less
39%
25%
Including an exclamation mark in social messages
Using exclamation Using exclamation

COMPENDIUM 2012
Should I use a question mark
in my social messages?
Many marketers use question marks in their social messages because they think it will draw a response or
spark a conversation. Before you jump on their bandwagon, take a look at what the data says.
TAKEAWAYS
» Using a question mark in your message on Twitter and LinkedIn is not a good idea most of the
time. People tend to look to Twitter and LinkedIn for information and using a question mark
poses a question rather than provides an answer.
» Look to Facebook to do more polling and question asking.
Including a hashtag in social messages
56% more 193% more
Share
dIn for B2B.
Tweet
for B2B.
320 105 95
105
Including a question mark in social messages
39%
25%
Using exclamation
marks results in
26% more clicks
on LinkedIn for B2B.
Using exclamation
marks results in
15% less clicks on
Twitter for B2B.

COMPENDIUM 2012
Is it effective to use
exclamation marks in my social messages?
As marketers, we’ve been taught that it is important to create a sense of urgency for your prospects. Just
think about all of those local car dealership commercials you’ve seen. You know, the ones where the guy
breathlessly screams at you to stop by on Sunday (Sunday, SUNday, SUNDAY!). Before you start “yelling”
at your followers on every social channel, check to see where your urgency will be well received.
TAKEAWAYS
» Using exclamation marks will get you more clicks on LinkedIn, but it will have the reverse ef-
fect on Twitter. Be sure to only use exclamation marks when relevant – if everything is exciting,
nothing is exciting.
Messages on LinkedIn receive 56% more
clicks if they include a hashtag for B2B.
56% more
Messages on Twitter receive 193% more
193% more
39%
25%
Using exclamation
marks results in
26% more clicks
Using exclamation
marks results in
15% less clicks on
Twitter for B2B.
Using a number in your LinkedIn message
has no real positive or negative effect for B2B.
Using a number in social messages

COMPENDIUM 2012
Is it more effective to use hashtags
in my social messages?
The use of hashtags has been all the rage since Twitter came along. Below you can see just how effective
using a hashtag can be – but don’t think that hashtags are only good for Twitter.
TAKEAWAYS
» As you may have guessed, using hashtags on Twitter is much more effective than not. However,
don’t forget to also use hashtags when posting to LinkedIn. LinkedIn users are also able to follow
conversations using hashtags – making their use effective there as well.
56% more
When to say it
193% more
Using exclamation
marks results in
26% more clicks
Using exclamation
marks results in
15% less clicks on
Twitter for B2B.
Using a number in your Twitter message
generates 50% more clicks for B2B.

COMPENDIUM 2012
What is the effect of using a
number on Twitter and LinkedIn?
It is generally accepted that social media posts and blog titles with numbers in them generate more click-
throughs. However, the use of numbers seems to have much more of an effect on Twitter messages than
LinkedIn messages.
TAKEAWAYS
» Surprisingly, using a number on LinkedIn is not going to do you much good. Still it won’t hurt
you either, so use numbers when appropriate.
» The Content Marketing best practice of using a number in your titles and promotional messages
reigns true on Twitter.
Good example: “Check out this post for 3 great content marketing tips.”
Bad example: “Here are some content marketing tips.”
56% more
When to say it
Timing can be everything when it comes to getting the most out of your social
media marketing efforts. Whether it’s the day of the week, the hour of the day, or
even the minute of the hour, timing can make a difference in how many impres-
sions your message makes
What hour of the day should I share content?
11
193% more
Using a number in your Twitter message
generates 50% more clicks for B2B.

COMPENDIUM 2012
Timing can be everything when it comes to getting
the most out of your social media marketing efforts.
Whether it’s the day of the week, the hour of the
day, or even the minute of the hour, timing can make
a difference in how many impressions your message
makes. This next section provides some tips to keep in
mind when it comes to keeping your messages on time.
WHEN TO SAY IT

Day of Week:
Which day should I share content to get the most clicks?
More social network activity doesn’t necessarily mean more clicks on your social messages. Look below
to see which days you are most likely to get the highest number of clicks per share. Remember that your
results may vary depending on your industry.
TAKEAWAYS
» LinkedIn offers more clicks per share earlier in the week. Specifically, don’t neglect sharing content
to LinkedIn on Sundays, when many people spend time preparing for the week ahead.
» Maintain a rather even spread of content sharing on Twitter. However, be sure to share your
juiciest content on Wednesday.
Day of the week to share content
S M Tu W Th F S
B2B Sharing content on Sunday yields more clicks on
LinkedIn than any other day of the week for B2B.
Part of the hour for sharing content
Content on LinkedIn is generally
read around the top and bottom
of the hour for B2B.
Content on Twitter is generally
of the hour.
0
15
30
45
0
15
30
45
Compendium is a content marketing platform that helps organizations capture and create
Sharing content on Wednesday yields
more clicks on Twitter than any other day
of the week for B2B.

Hour of Day:
What time of day should I expect to receive traffic from
Facebook, Twitter, and LinkedIn?
TAKEAWAYS
» Facebook content does well around lunchtime and later in the afternoon. This is because many
people get on Facebook during lunch and towards the end of the workday. Schedule your Facebook
content for the last half of the workday.
» Schedule tweets between 10am and 2pm. Many people check their Twitter stream after they
settle into the office, but they are less likely to check it once they start wrapping up for the day.
» Focus your LinkedIn activity on the first half of the day. While I am not absolutely certain why
traffic comes from LinkedIn in the morning, my hypothesis is that most people get their LinkedIn
update email in the morning, which drives a higher volume of LinkedIn activity – resulting in more
LinkedIn traffic during the morning hours.
When to say it
Timing can be everything when it comes to getting the most out of your social
media marketing efforts. Whether it’s the day of the week, the hour of the day, or
even the minute of the hour, timing can make a difference in how many impres-
sions your message makes
What hour of the day should I share content?
11
AM
11
AM
10
9 Content shared to LinkedIn
is generally read in the
morning and around lunch.
Content shared to Face-
book is generally read
around lunch.
Day of the week to share content
Content shared to Twitter
is consumed from couple
hours before lunch.
11
AM
10

What is the best minute of the hour to
share content on Twitter and LinkedIn?
Perhaps the most surprising finding from our study is that what minute of the hour you post your social
message actually matters. Be sure to notice the specific pattern for each social network below.
TAKEAWAYS
» Twitter content is more likely to be consumed during the top and middle of the hour. This is
likely due to the reader’s need to check their Twitter feed in between meetings.
» Schedule your LinkedIn posts for the middle and bottom of the hour. This is also likely due to
the reader’s need to check updates between meeting times.
S M Tu W Th F S
B2B Sharing content on Sunday yields more clicks on
Content on Twitter is generally
of the hour.
0
15
30
45
0
15
30
45
Compendium is a content marketing platform that helps organizations capture and create
original content in a branded hub for distribution to any marketing channel. If you have
questions about our content marketing platform or would like to see a demo, visit our web-
site at
or email us atwww.compendium.com sales@compendium.com
Sharing content on Wednesday yields
more clicks on Twitter than any other day
of the week for B2B.

Conclusion
Having reviewed the findings and action points from our study, you are now better equipped to plan your
content marketing strategy towards the B2B audience on Twitter and LinkedIn. However, it is important
to remember that each company’s followers have their own behaviors and interests, and it is best practice
to monitor what works for your individual audience and adjust accordingly. Most importantly, this study
reinforced the idea that using blogs and content hubs to fuel your social strategy is an efficient and effective
strategy for most companies.
Study Details and Additional Resources
For this study, we looked at analytics from over 300 companies on the Compendium platform.
Specifically we looked at their web analytics, mined Bitly data for content shared to Twitter and
LinkedIn through the Compendium Platform, and surveyed blog administrators.
Sponsored byInfographic by
Sharing content on Sunday yields more clicks on
Sharing content on Monday yields more clicks on
LinkedIn than any other day of the week for B2C.
0
15
30
45
0
15
30
45
B2B B2C
read evenly throughout the hour,
but content shared 10-15 minutes
into the hour tends to do poorly
for B2C.
Content on Twitter is generally read around the
top and bottom of the hour for B2B and B2C.
0
15
30
45
Compendium is a content marketing platform that helps organizations capture and create original
content in a branded hub for distribution to any marketing channel. If you have questions about
our content marketing platform or would like to see a demo, visit our website at
or email us atwww.compendium.com sales@compendium.com
Sharing content on Wednesday yields more
clicks on Twitter than any other day of the
week for B2B.
Sharing content on Monday and Wednesday
yield more clicks on Twitter than any other
days of the week for B2C.

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