Social media statistics: B2B marketing communications

There’s no doubt that social media has added a huge dimension to marketing communications. To many of us, it’s not just an add-on, it’s a sea change in the way that enterprises communicate and behave. Social media has changed many institutions and we are in the middle of a revolution in the way technology will help us plan, communicate and market goods and services

Marketeer at laptop

Marketeers and business owners need to keep a weather eye on the major B2B social media platforms

Meanwhile, we have to get on with the day job. But what are the numbers behind the most popular B2B social media platforms? In any enterprise, publishing valuable content is a given and I am an evangelist about content production and management but as well as ‘what’, we also have to plan ‘where’.

Statistics are vital when it comes to making decisions about where to publish content: it’s like using the old BRAD or PR Planner (OK, if you’re too young t remember, move on!).

It’s like the old adage about PR: you can’t not do public relations — all that can be debated is whether you manage it actively — or not!

Facebook: 800 million users. More than 75% of users are from outside of the US. Three spikes in Facebook activity tend to occur on weekdays at GMT 4 pm, 8 pm and 1 am (EST* 11 am, 3 pm and 8 pm): however, posts published in the early afternoon, GMT, seem to perform better.

Twitter: 300 million users. A majority of Twitter users are between the ages of 18 and 29. More than 50% of users are female and about 15% of users identify themselves as marketers. Minority internet users are more than twice as likely to use Twitter as are Caucasian internet users. Peak usage seems to occur between 2 pm and 6 pm EST, 7 and 11 pm GMT.

LinkedIn: 116 million users. Many of the people on LinkedIn are professionals, business owners or other talented individuals. More than half are international users. Peak activity occurs between 2 and 8 pm GMT.

Google+: 60 million users. Its user base tends to skew towards males, with most prominent occupations being in software engineering and development. They also tend to be between the ages of 25 to 34.


*The Eastern Time Zone (ET) of the United States and Canada is a time zone that falls mostly along the east coast of North America. The GMT time difference is −5 hours during standard time and −4 hours during daylight saving time.

In the United States and Canada, this time zone is generally called Eastern Time (ET). Specifically, it is Eastern Standard Time (EST) when observing standard time (winter), and Eastern Daylight Time (EDT) when observing daylight saving time (spring to autumn).


About Jeremy
Digital marketing leader, blogger and speaker. Married with three adult children. Likes activities and sport not affected by weather.

One Response to Social media statistics: B2B marketing communications

  1. Pingback: Zerply: The creative professional’s answer to LinkedIn? « Ed Collings-Wells

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