The first Investis IQ Audience Insight Report tracked visitors to corporate websites from social media platforms. The research found that LinkedIn drives significantly more traffic to corporate websites than all other social platforms combined.
According to the survey, LinkedIn accounts for nearly two thirds (64 percent) of all visits to corporate websites from social media sites. This is steadily increasing.
Twitter is also gaining in influence, up from 4 percent in 2011 to 14 percent today. This reflects the increase in the number of companies adopting Twitter for corporate communications.
Facebook’s share, by contrast, has decreased by nearly fifty percent in two years (30 percent to 17 percent), and the findings may indicate that Facebook is a declining platform for B2B marketing.
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Visits from Flickr, YouTube, Google+ and SlideShare are currently negligible. LinkedIn, Facebook and Twitter are responsible for 95 percent of visits to corporate websites from social media sites. It will be interesting to see how this changes with the growth of Google+.
Proportion of visits to corporate websites from social media sites:
In summary, there has never been a better time to focus on your LinkedIn marketing.
The report also found that 20 percent of all traffic to corporate websites comes from mobile devices. However, only 23 percent of companies provide either a dedicated mobile site or responsive website. Corporate websites clearly have a lot more to do.