Links to mainstream media sites are the most commonly shared type of content by senior marketers on Twitter, according to a recent study by Leadtail.

The study, which analyzed the tweets of 1,797 marketing executives (manager level and above) in 1Q13, found that 44% of all links shared by senior marketers came from mainstream media outlets—and that most of the content was business, technology, and media focused.

Industry media was the second most shared type of content (32% of all shared links), followed by social/user generated content from sites like YouTube and Tumblr (21%).

Below, additional key findings from the B2B Social Insights Report: Marketing Executives on Twitter.

Content Sources

Across all three content types—mainstream media, industry media, and social/user generated—senior marketers tend to share consistently from the same sources.

Mobile Sharing

40% of all the tweets analyzed from marketing executives originated from a mobile device. In particular, iPhone apps were very popular with senior marketers for mobile sharing.

Web Sharing

Most of the tweets analyzed that originated from the Web came from two touch points: Twitter's web interface and the distributed Tweet button.

About the research: The report was based on an analysis of the tweets of 1,797 marketing executives (manager level and above) based around the globe, but primarily concentrated in North America. A total of 407,192 tweets, and 185,948 shared links published between January 1, 2013 and March 31, 2013 were analyzed.



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ABOUT THE AUTHOR
image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji