Report: Marketing chiefs becoming more savvy on social media

According to a recent study, CMOs are sharing more visual content and executive digital trends on LinkedIn and Twitter–especially with their mobile devices. 

Social media use among chief marketing officers—which is stronger than ever before—sheds light on larger social media trends.

A new “social insights” study by LeadTail and Neustar of more than 1,000 CMOs reveals that, marketing heads, social media has become mobile, visual and valuable.

Here are a few insights from the report:

70 percent of CMOs use the Twitter for iPhone app, and another 24 percent use the Twitter for iPad app.

LinkedIn sharing to Twitter has grown from 11 percent in 2012 to 22 percent in 2014.

Foursquare has taken a beating: In 2012, 28 percent of CMOs published tweets from Foursquare, compared to only 5 percent in 2014.

According to the report, “CMOs’ media consumption and sharing habits continue to lean toward visual content that transitions seamlessly between desktop and mobile environments.”

The top five stories shared by these marketing chiefs across social media didn’t include digital media spending or effective social media campaigns. Instead, they shared stories about other CMOs—specifically stories about how CMOs are building their personal brands on social media platforms, according to MediaPost.

Content from mainstream media sites make up almost half of what CMOs share online, as well. The top 10 include Forbes,The New York Times (paid), Fast Company, The Wall Street Journal, Inc., The Huffington Post, Harvard Business Review, Entrepreneur, The Wall Street Journal Blogs and Fortune.

Industry media content sources come in second to mainstream media, making up 38 percent of what CMOs share across social media. The 10 most-shared sources are Business Insider, TechCrunch, Mashable, Adweek, Advertising Age, VentureBeat, Re/code, Mediapost, The Business Journals and The Hubspot Blog.

You can download the full report here.


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