The contribution of social media marketing for B2B companies: how firms can leverage Facebook and Instagram to reach their targeted audience

Francesca Comaschi

Master's thesis

Abstract:

This study aims to unveil the best common practices for social media posting on Instagram and Facebook for companies operating in the B2B sector, focusing on heavy equipment manufacturing firms. A sample of 500 posts per platform was analyzed, extrapolating approximately 70 posts from the social media accounts of the 7 largest companies in terms of revenue conducting business in the industry in the United States. The research discovered that informational and relational content is the most shared one from the companies analyzed, photos and videos are the most used formats, and emojis and hashtags have a positive correlation with engagement rate. Although a few differences were identified between the social media posts shared on Facebook and Instagram, there did not seem to be a significant disparity in the purpose and utilization of the two social media platforms of the firms analyzed.

Abstract:

This study aims to unveil the best common practices for social media posting on Instagram and Facebook for companies operating in the B2B sector, focusing on heavy equipment manufacturing firms. A sample of 500 posts per platform was analyzed, extrapolating approximately 70 posts from the social media accounts of the 7 largest companies in terms of revenue conducting business in the industry in the United States. The research discovered that informational and relational content is the most shared one from the companies analyzed, photos and videos are the most used formats, and emojis and hashtags have a positive correlation with engagement rate. Although a few differences were identified between the social media posts shared on Facebook and Instagram, there did not seem to be a significant disparity in the purpose and utilization of the two social media platforms of the firms analyzed.

Keywords

Instagram, Facebook, Social media marketing

Keywords

Facebook, Social media marketing, Instagram

Language used: English

Date on which the thesis was submitted / produced: 11. 5. 2023

Thesis defence

• Date of defence: 7. 6. 2023
• Supervisor: Václav Stříteský
• Reader: Martin Machek

Vysoká škola ekonomická v Praze

Master programme:
International Management