Marketing executives who use Twitter cross-post content to the platform from various content networks, according to [download page] a study from LeadTail. The researchers analyzed the behavior in Q1 of almost 1,800 marketing executives on Twitter who work in the areas of: marketing; media planning/buying; PR/communications; and social media/community. The study shows that 27% shared content between Instagram and Twitter, 22% shared content with LinkedIn, 20% with foursquare, and 10% with Vine. Interestingly, Facebook (3%), Pinterest (3%) and Tumblr (2%) were much less popular for cross-posting content.
Marketing executives certainly leveraged their mobile devices: 40% of the tweets analyzed (which numbered 407,192) originated from a mobile device, most commonly from Twitter for iPhone (56% publishing at least one tweet from this platform), Instagram (27%), Twitter for iPad (23%), and foursquare (20%). Only 10% published at least a single tweet from Twitter for Android.
Looking at tweets that originated on the web, Twitter.com (used by 75% of the sample at least once) and a Tweet button (63%) were most popular, followed by LinkedIn (22%), TweetDeck (16%) and HootSuite (16%).
Of the 100 most popular shared content sources, 44% were mainstream media, 32% were industry media, and 21% were social/user-generated media.
About the Data: The marketing executives (manager and above) were identified based on criteria such as job function, seniority, and type of company. The marketers tracked were based around the globe, but primarily concentrated in North America, and worked at both B2C and B2B companies and agencies.
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