Despite all the technology available, your ability to reach, engage, and influence marketing decision makers is still limited. While buyer personas, surveys, and search marketing data can get you in the ballpark, social media insights are now a “must-have” for understanding these decision makers in a way that becomes truly actionable. With that in mind, we developed this report: “How Top Marketers at Mid-Size Companies Engage on Twitter” to provide insights into the patterns and behaviors of marketing decision makers with a special focus on those that work at companies ranging from 50 – 5,000 employees. This report reveals insights about these senior marketers to help you answer questions such as: How do marketers at mid-size companies describe themselves on the Social Web? Which social networks are these marketers active on? What topics and people are they talking about? Which media sources do these marketing professionals consume and share? Which brands and people most influence marketing leaders at mid-size companies? Armed with these social media insights, you can now take a more informed look at your strategy for reaching, engaging, and influencing marketing professionals at mid- size companies, and getting them to take the actions you care about most.

1. Social Insights for Decision Makers @Leadtail and @BestB2BSocial
Social
Insights
Report:
How
Top
Marketers
at
Mid-­‐Size
Companies
Engage
on
Twi>er
A
special
report
from
Leadtail
In
collaboraCon
with:

2. 2 Leadtail Top Marketers at Mid-Size Companies Social Insights Report – February 2014
IntroducCon
Despite all the technology available, your ability to reach, engage, and influence marketing
decision makers is still limited. While buyer personas, surveys, and search marketing data can
get you in the ballpark, social media insights are now a “must-have” for understanding these
decision makers in a way that becomes truly actionable.
With that in mind, we developed this report: “How Top Marketers at Mid-Size Companies Engage
on Twitter” to provide insights into the patterns and behaviors of marketing decision makers with
a special focus on those that work at companies ranging from 50 – 5,000 employees. This report
reveals insights about these senior marketers to help you answer questions such as:
} How do marketers at mid-size companies describe themselves on the Social Web?
} Which social networks are these marketers active on?
} What topics and people are they talking about?
} Which media sources do these marketing professionals consume and share?
} Which brands and people most influence marketing leaders at mid-size companies?
Armed with these social media insights, you can now take a more informed look at
your strategy for reaching, engaging, and influencing marketing professionals at mid-
size companies, and getting them to take the actions you care about most.

3. 3 Leadtail Top Marketers at Mid-Size Companies Social Insights Report – February 2014
Methodology
and
Data
Set
1. Identify marketers active on social media based on criteria such as job function, seniority,
geography and company size to create the target audience sample.
2. Use the Leadtail Social Insights Technology to capture tweet data from the sample audience for
a period of 90 days. Extract insights around key activities, such as what links are shared, who is
mentioned and retweeted, popular hashtags, popular platforms used to share content, etc.
3. Review, analyze, and package these insights into periodic reports.
} 504 North American marketing professionals at companies with 50 – 5,000 employees
} Sample includes both B2B and B2C companies
} Titles include: CMO, VP of Marketing, Director of Marketing
} Total of 91,805 tweets, and 45,731 shared links
} Tweets published between October 1, 2013 – December 31, 2013
} Total follower reach: 1,483,196; median # of followers per marketer: 690
The methodology the Leadtail team used in analyzing the data is as follows:
The specific data set analyzed for this report includes:

4. 4 Leadtail Top Marketers at Mid-Size Companies Social Insights Report – February 2014
Key
Takeaways
} The social profiles of marketers from mid-size companies provide insights
into both their professional interests and the topics they are passionate
about in their personal lives (like sports, comedy, and culture).
} Marketers at mid-size companies rely on a variety of mobile apps and
platforms to consume and share content, meaning mobile-friendly content
and customer touch points are a must-have for engaging them.
} Certain publications, brands, and people are highly influential with marketers
at mid-size companies; leverage relationships with these influencers to
increase awareness of your brand with these diverse marketers.
} While publishers have a strong foothold with these mid-size company
marketers, some vendors are gaining traction with their content marketing
programs, including: HubSpot, Marketo, and Buffer.
} B2C and B2B marketers at mid-size companies share many common traits
and behaviors, but there are specific preferences and patterns that emerge
depending on the marketer’s target audience.

5. 5
Who
Are
These
Mid-­‐Size
Company
Marketers?

6. 6 Leadtail Top Marketers at Mid-Size Companies Social Insights Report – February 2014
Where
Are
They
Located?
Our mid-size company marketer sample comes from North America - primarily the U.S.
Based on the location provided in the marketers’ Twitter profiles.

7. 7 Leadtail Top Marketers at Mid-Size Companies Social Insights Report – February 2014
How
Do
They
Describe
Themselves?
The way these marketing professionals describe themselves on Twitter reveals
keywords that can help you reach and engage them across the Social Web.
Based on keywords used in the Twitter profile.

8. 8 Leadtail Top Marketers at Mid-Size Companies Social Insights Report – February 2014
What
Do
They
Talk
About?
Hashtags reveal the topics and events that captured the attention of, and drove the
conversation between, mid-size company marketers during Q4 2013.

9. 9 Leadtail Top Marketers at Mid-Size Companies Social Insights Report – February 2014
6%
6%
7%
7%
7%
10%
10%
15%
17%
18%
20%
24%
45%
45%
100%
Google +
Spotify
Kickstarter
TwitPic
Vimeo
Pinterest
Paper.li
Slideshare
Vine
Facebook
LinkedIn
Foursquare
YouTube
Instagram
Twitter
Considering that this report covers Q4 2013,
a period in which there are several major
holidays, it comes as no surprise that
Instagram, YouTube, and Foursquare top the
list of social networks during this period.
Putting seasonality aside, we see that visual
content networks (pictures, videos, slide
shows, etc.) are commanding a lot of
attention from mid-size company marketers,
making up nearly half of the top 15 social
networks covered in this report.
% of Mid-Size Company Marketers that published at least 1 tweet originating from this platform during Q4 2013.
What
Social
Networks
Are
They
On?

10. 10 Leadtail Top Marketers at Mid-Size Companies Social Insights Report – February 2014
8%
9%
10%
12%
19%
20%
22%
22%
26%
29%
32%
64%
67%
78%
Vine
Flipboard
Twitter Mobile Web
Twitter for Android
TweetDeck
HootSuite
foursquare
LinkedIn
Twitter for iPad
iOS
Instagram
Twitter for iPhone
Tweet Button
Twitter.com Web Site
Increasingly, marketers at mid-size
companies (and just about everyone else!)
consume content on the go via mobile
devices. With “smart” apps expanding
beyond phones and tablets into cars and
wearable technology, it’s truly time to
consider how your content is experienced in
a mobile environment.
9 out of 15 of the most popular sharing apps/
platforms are mobile, but Twitter.com and the
Tweet button remain the two most popular
ways to share content to Twitter.
% of Mid-Size Company Marketers that published at least 1 tweet originating from this platform during Q4 2013.
What
Apps
+
PlaOorms
Do
They
Favor?
Desktop/Web App
Mobile App/Platform

11. 11
How
Do
These
Mid-­‐Size
Company
Marketers
Engage
with
Content
on
Twi>er?

12. 12 Leadtail Top Marketers at Mid-Size Companies Social Insights Report – February 2014
Industry
Media
34%
Mainstream
Media
43%
Social
Media
18%
Other*
5%
What
Types
of
Content
Do
They
Share?
Mainstream media content makes up 43% of the
top 100 content sources most shared by mid-size
company marketers. Shared content in this
category is typically business and strategy
focused, covering broad issues and trends
spanning marketing, technology, and leadership.
Industry media sites are the second largest
source of shared content. These sites play an
important role in defining the conversations
marketing professionals have with their peers,
their internal teams, and ultimately their
customers. Many of these publications feature
submissions from marketing thought leaders and
experts, and have robust email and social media
distribution that keeps their content in front of this
audience every day.
The social media category for mid-size company
marketers includes everything from Kickstarter
campaigns, to cheering on our favorite sports
teams and sharing holiday photos.
% of 100 Most Popular Shared Content Sources
*Other includes eCommerce links, links to app downloads in iTunes, and any
shortened URLs that could not be resolved.

13. 13 Leadtail Top Marketers at Mid-Size Companies Social Insights Report – February 2014
11. WSJ Blogs
12. Washington Post
13. The Guardian
14. Quartz
15. Bloomberg
16. Fast Co Exist
17. Slate
18. The Atlantic
19. Entrepreneur
20. CNN
21. NPR
22. CNN Money
23. Medium
24. Fast Co Design
25. CNET News
Top 25 Mainstream Media Content Sources shared by mid-size company marketers during
the report period, ranked based on the number of unique marketers that shared each source.
What
Are
the
Most
Shared
Mainstream
Sources?
1. Forbes
2. Huffington Post
3. New York Times
4. Wall St. Journal
5. BuzzFeed
6. Fast Company
7. HBR Blogs
8. Inc. Magazine
9. USA Today
10. WIRED

14. 14 Leadtail Top Marketers at Mid-Size Companies Social Insights Report – February 2014
11. Social Media Today
12. The Verge
13. MarketingProfs
14. Digiday
15. MediaBistro
16. HubSpot Blog
17. Pando Daily
18. Biz Journals
19. Social Media Examiner
20. Business 2 Community
21. CMO.com
22. Convince and Convert
23. Seth’s Blog
24. eMarketer
25. PR Daily
Top 25 Industry Media Content Sources shared by mid-size company marketers during the
report period, ranked based on the number of unique marketers that shared each source.
What
Are
the
Most
Shared
Industry
Sources?
1. Mashable
2. Business Insider
3. Adweek
4. TechCrunch
5. Ad Age
6. VentureBeat
7. The Next Web
8. All Things D
9. MediaPost
10. GigaOM

15. 15 Leadtail Top Marketers at Mid-Size Companies Social Insights Report – February 2014
11. Pinterest
12. Twitpic
13. Vimeo
14. Kickstarter
15. Google+
Top 15 Social Media Content Sources shared by mid-size company marketers during the
report period, based on the number of unique marketers that shared each source.
What
Are
the
Most
Shared
Social
Sources?
1. YouTube
2. Instagram
3. Foursquare
4. Ow.ly (Pics shared via Hootsuite)
5. LinkedIn
6. Facebook
7. Vine
8. Twitter (Pics shared via Twitter)
9. Slideshare
10. Paper.li

16. 16
Which
Brands
and
People
Are
Most
InfluenCal
with
Mid-­‐Size
Company
Marketers?

17. 17 Leadtail Top Marketers at Mid-Size Companies Social Insights Report – February 2014
Which
Brands
Do
Mid-­‐Size
Marketers
Retweet
Most?
As social media continues to reshape
how we communicate, brands and
vendors must increasingly become
more like publishers – creating and
sharing high quality, highly relevant
content on a regular basis – or risk
losing out to competitors that do.
So which brands are doing the best job
creating content that engages marketing
professionals and inspires them to pass
that content on to their social networks?
This word cloud shows the brands,
publishers, and vendors retweeted most
by mid-size company marketers in our
sample.

18. 18 Leadtail Top Marketers at Mid-Size Companies Social Insights Report – February 2014
Top
50
Brands
Most
Retweeted
by
Mid-­‐Size
Marketers
* Based on unique # of mid-size company marketers in the sample that retweeted the handle. Ties broken using Klout score followed by # of followers.
11. @adage
12. @socialmedia2day
13. @Adweek
14. @TheNextWeb
15. @Inc
16. @WIRED
17. @businessinsider
18. @HubSpot
19. @twitter
20. @espn
21. @AP
22. @Slate
23. @forrester
24. @allthingsd
25. @TheSocialCMO
26. @SMMmagazine
27. @TIME
28. @TheAtlantic
29. @EntMagazine
30. @salesforce
31. @HistoryInPics
32. @marketo
33. @RedSox
34. @CNET
35. @UberFacts
36. @buffer
37. @8Mandates
38. @MLB
39. @CNN
40. @washingtonpost
41. @NBCNews
42. @TheEconomist
43. @USATODAY
44. @nypost
45. @TheDailyShow
46. @CNNMoney
47. @Eloqua
48. @ForbesTech
49. @mashsocialmedia
50. @socialmedia411
1. @mashable
2. @FastCompany
3. @nytimes
4. @WSJ
5. @HuffingtonPost
6. @HarvardBiz
7. @TechCrunch
8. @Forbes
9. @BuzzFeed
10. @SportsCenter

19. 19 Leadtail Top Marketers at Mid-Size Companies Social Insights Report – February 2014
Which
Brands
Do
Mid-­‐Size
Marketers
MenCon
Most?
Looking at which brands marketers at
mid-size companies mention on
Twitter can give us yet another
perspective on the forces that shape
their views on products, services, and
industry trends.
Mentions can be a reference to an
experience, a shout-out to grab
attention, a big thank you (or no
thanks), or even the highly-coveted
social recommendation. That means
mentions can represent a deeper level
of engagement than a retweet.
Brands, publishers, and vendors that
are frequently mentioned are gaining
mindshare and opening a dialog with
marketers that they’re looking to reach
and engage.

20. 20 Leadtail Top Marketers at Mid-Size Companies Social Insights Report – February 2014
Top
50
Brands
Most
MenConed
by
Mid-­‐Size
Marketers
* Based on unique # of mid-size company marketers in the sample that mentioned the handle. Ties broken using Klout score followed by # of followers.
11. @BuzzFeed
12. @USATODAY
13. @LinkedIn
14. @google
15. @adage
16. @ShareThis
17. @VentureBeat
18. @TheNextWeb
19. @Uber
20. @MediaPost
21. @Starbucks
22. @SAI
23. @facebook
24. @Adweek
25. @instagram
26. @forrester
27. @Tweetacoffee
28. @eMarketer
29. @TIME
30. @Inc
31. @gigaom
32. @Pinterest
33. @salesforce
34. @SlideShare
35. @HuffingtonPost
36. @EntMagazine
37. @B2Community
38. @HuffPostTech
39. @washingtonpost
40. @united
41. @RedSox
42. @CNET
43. @smexaminer
44. @Digiday
45. @CMO_com
46. @buffer
47. @amazon
48. @nprnews
49. @Slate
50. @BloombergNews
1. @mashable
2. @Forbes
3. @twitter
4. @FastCompany
5. @nytimes
6. @WSJ
7. @TechCrunch
8. @YouTube
9. @HarvardBiz
10. @HubSpot

21. 21 Leadtail Top Marketers at Mid-Size Companies Social Insights Report – February 2014
Who
Do
Mid-­‐Size
Marketers
Retweet
the
Most?
There is persistent myth in social
media that content is retweeted
because the reader likes it. While that
is certainly the case some of the time,
there is one less obvious but profound
reason why people retweet. They think:
“My followers will like this.”
Whether it’s timely, provocative, or
topical - who gets retweeted is a
reflection of what people believe their
own social audience will find relevant.
It’s a means of amplifying a message.
This word cloud contains the people
retweeted most by mid-size company
marketers in our sample.

22. 22 Leadtail Top Marketers at Mid-Size Companies Social Insights Report – February 2014
Top
50
People
Most
Retweeted
by
Mid-­‐Size
Marketers
* Based on unique # of mid-size company marketers in the sample that retweeted the person. Ties broken using Klout score followed by # of followers.
11. @jeffbullas
12. @BuzzFeedAndrew
13. @MarkRaganCEO
14. @KentHuffman
15. @BarackObama
16. @GeorgeTakei
17. @GuyKawasaki
18. @dannysullivan
19. @garyvee
20. @darrenrovell
21. @brainpicker
22. @BruceVH
23. @JeffSheehan
24. @Steveology
25. @2morrowknight
26. @waltmossberg
27. @briansolis
28. @hunterwalk
29. @AnnTran_
30. @nycjim
31. @cschweitz
32. @Britopian
33. @Ekaterina
34. @markwschaefer
35. @MariSmith
36. @jchernov
37. @GerryMoran
38. @meisenberg
39. @JimGaffigan
40. @karaswisher
41. @chrisbrogan
42. @michaelianblack
43. @Pogue
44. @mattcutts
45. @Benioff
46. @JennyJohnsonHi5
47. @DanielPink
48. @Bill_Gross
49. @armano
50. @randfish
1. @ValaAfshar
2. @jaybaer
3. @MarketingProfs
4. @jowyang
5. @levie
6. @ezraklein
7. @leeodden
8. @TedRubin
9. @om
10. @DaveKerpen

23. 23 Leadtail Top Marketers at Mid-Size Companies Social Insights Report – February 2014
Who
Do
Mid-­‐Size
Marketers
MenCon
the
Most?
When it comes to mentions – context is
key. Mentioning a person can mean
giving credit for an idea or piece of
content being shared, engaging directly
in conversation, or giving a shout-out to
someone you’ve recently met.
In any context, being mentioned is a
sign that a person is an active part of
the social dialogue, and those
mentioned most are the people you’ll
find at the center of engaging
conversations between digital and
social marketers.
This word cloud shows the people
mentioned most by mid-size company
marketers in our sample.

24. 24 Leadtail Top Marketers at Mid-Size Companies Social Insights Report – February 2014
Top
50
People
Most
MenConed
by
Mid-­‐Size
Marketers
* Based on unique # of mid-market marketers in the sample that mentioned the person. Ties broken using Klout score followed by # of followers.
11. @jowyang
12. @markwschaefer
13. @KentHuffman
14. @briansolis
15. @BelleBCooper
16. @augieray
17. @IanGertler
18. @chrisbrogan
19. @DaveKerpen
20. @MargaretMolloy
21. @Britopian
22. @bmorrissey
23. @rwang0
24. @bkardon
25. @marissamayer
26. @Benioff
27. @mitchjoel
28. @ckburgess
29. @ginidietrich
30. @annhandley
31. @leeodden
32. @cspenn
33. @jonmiller
34. @djwaldow
35. @jimmyfallon
36. @sherylsandberg
37. @unmarketing
38. @petershankman
39. @bryankramer
40. @armano
41. @KerryGorgone
42. @GlenGilmore
43. @jill_rowley
44. @9INCHmarketing
45. @chiefmartec
46. @AdamSinger
47. @davidortiz
48. @dickc
49. @JeffreyHayzlett
50. @shelisrael
1. @garyvee
2. @jaybaer
3. @MarketingProfs
4. @ValaAfshar
5. @BrennerMichael
6. @jack
7. @jeffbullas
8. @GuyKawasaki
9. @JoePulizzi
10. @TedRubin

25. 25
Spotlight:
B2B
vs.
B2C
Marketers
at
Mid-­‐Size
Companies

26. 26 Leadtail Top Marketers at Mid-Size Companies Social Insights Report – February 2014
B2B
and
B2C
Marketers
Focus
on
Different
Topics
B2B
B2C
While the most popular hashtags
were used by both B2B and B2C
marketers in our sample, there are
some hashtags that were unique to
each group.
B2B marketers tend to maintain a
business-centric focus on broad
topics and industry events. Not that
it’s all work and no play, as #Art,
#Design, and #Movember were
used exclusively by B2B marketers
in our sample.
On the other hand, B2C marketers
tend to talk about a more casual,
media-centric set of topics that
includes holidays, world events,
and a heavy dose of pop culture.

27. 27 Leadtail Top Marketers at Mid-Size Companies Social Insights Report – February 2014
6%
6%
7%
9%
13%
16%
18%
23%
24%
41%
42%
100%
8%
6%
7%
11%
28%
18%
9%
27%
14%
51%
50%
100%
Kickstarter
Google+
Vimeo
Pinterest
Facebook
Vine
SlideShare
Foursquare
LinkedIn
Instagram
YouTube
Twitter
Here again we see that while the same
networks are used by both B2C and B2B
marketers at mid-size companies, there are
clearly differences in the degree to which
each network is used by our sample.
B2C marketers were more than twice as
likely as B2B marketers to share content
from Facebook, and also outpace B2B
marketers in terms of sharing YouTube,
Instagram, and Pinterest content.
B2B marketers favored LinkedIn to a greater
degree than their B2C counterparts. And
when it comes to visual content, B2B
marketers are twice as likely to turn to
SlideShare as B2C marketers.
% of Mid-Size Company Marketers that published at least 1 tweet originating from this platform during Q4 2013.
B2C Marketers
B2B Marketers
B2B
and
B2C
Marketers
Focus
on
Different
Networks

28. 28
Conclusion

29. 29 Leadtail Top Marketers at Mid-Size Companies Social Insights Report – February 2014
Conclusion
Imagine if you could listen to the daily conversations of marketing decision
makers at mid-size companies. How would you use that information to better
reach, engage, and influence these professionals to take the actions you care
most about?
For example, would it provide you insights into where to advertise, what content
to create, whom to partner with, and how best to develop and implement your
social media strategy? Sure it would.
We created this special report to provide you with social media insights to help
you make more informed decisions about how to reach, engage, and influence
marketing professionals at mid-size companies.
And since the topics, content sources, and influencers are constantly changing
so, too, are the social media insights.
Sign up to get future social insights reports delivered to your inbox.
http://offers.leadtail.com/social-insights-reports

30. 30 Leadtail Top Marketers at Mid-Size Companies Social Insights Report – February 2014
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About
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To learn more about how you can create rich, rewarding online experiences, contact us:
sales@dnnsoftware.com | 650.288.3150 or visit http://www.dnnsoftware.com

31. 31 Leadtail Top Marketers at Mid-Size Companies Social Insights Report – February 2014
About
Leadtail
Leadtail is a social media agency and social
insights firm focused on making online
marketing and social media work for business.
The Leadtail team has developed and
implemented social media programs and
campaigns for leading consumer and business
brands including TiVo, WageWorks, Alcatel-
Lucent, Symantec, Adaptive Planning and
Peoplefluent.
Our social media insights reports have been
referenced in media publications including:
Business Insider, Forbes, Huffington Post,
MarketingProfs, CMSWire, and AllTwitter.
@Leadtail, @BestB2BSocial
www.linkedin.com/companies/Leadtail
www.Leadtail.com/blog/
www.Leadtail.com
Interested in collaborating on a future social insights report? Email us: advertise@leadtail.com