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Mashable (@mashable) is the most retweeted brand by marketers at midsize companies, according to a recent report from Leadtail and DNN Software.

Fast Company (@FastCompany) is the second most retweeted brand by those marketers (defined in the report as those working for companies with 50-5,000 employees), followed by other mainstream and industry media sources such as the New York Times (@nytimes), the Wall Street Journal (@WSJ), the Harvard Business Review (@HarvardBiz), and TechCrunch (@TechCrunch).

Below, additional key findings from the study, which is part of a series of reports examining how marketers use Twitter (see the B2B, digital, and senior marketer summaries).

Most-Retweeted People

  • Vala Afshar (@ValaAfshar) is the most retweeted person by marketers at midsize companies.
  • Next are Jay Baer (@jaybaer) and MarketingProfs' own Ann Handley (@MarketingProfs).

What Types of Content Do They Share?

  • Mainstream media sites make up 43% of the top 100 content sources most shared by marketers at midsize companies. 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 (34% of the top 100 sources).

Most-Shared Social Sources

  • YouTube videos are the most common type of social media content tweeted by marketers at midsize companies.
  • B2C marketers are more likely than their B2B peers to tweet content from Facebook, YouTube, Instagram, and Pinterest.
  • B2B marketers are more likely than B2C marketers to tweet content from LinkedIn and SlideShare.

About the research: The report was based on an analysis of 91,805 tweets and 45,731 shared links from 504 North American B2C and B2B marketing professionals working at companies with 50-5,000 employees. The tweets were published between October 1 and December 31, 2013.

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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


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