There is new research out this week that will shake-up old notions about how business-to-business brands should be using social media.

A report by intelligence platform TrackMaven shows LinkedIn isn’t the most effective platform to drive engagement — but you might be surprised to learn which platform actually performs best.

TrackMaven’s report analysed 12 months of content from 316 leading B2B brands on five key social networks: Twitter, Instagram, Facebook, LinkedIn, and Pinterest. In this week’s Brand Newsroom James, Sarah and Nic take a look at the findings.


Here are some key take-outs:

  •  Overall B2B brands have the largest audience on LinkedIn — 36 times the number of followers they have on Instagram
  • Yet B2B brands get 20-times more engagement on Instagram than LinkedIn. LinkedIn actually leads to minimal engagement

“Everybody’s on LinkedIn but that’s not where they’re getting the most influence from… the big news is that where people are getting the most effective use of their networks is on Instagram. What was really disappointing to me was to see how ineffective Twitter is.” — Sarah

  •  Instagram works because people like to have a conversation around a picture or a video — they pay attention to it. Also, its users really engage with hashtags and use them to find images they’re interested in and accounts they want to follow
  • B2B brands fall flat on Twitter, with an engagement ratio of less than two interactions per 1000 followers

 “I’m only using three of those platforms for business myself. We have a Pinterest account but it’s dormant. I think a lot of businesses out there will be feeling they’ve been pushed into these areas but they don’t necessarily use them or use them effectively. — Nic

  •  Biotech brands are by far the best at engaging audiences. That’s probably because they’re willing to adopt new technology and try new things. Financial services come a distance second
  • Across the B2B landscape, brands in the machinery sector see the highest social media audience growth, with an average follower growth of almost 130 per cent for 2015. TrackMaven says “engaging content is a correlated factor” in that success

“People listening to this will say ‘well our attention normally would be on Twitter, LinkedIn and Facebook’. And when it comes to the top five, they’re the bottom three.” — James

Here are the links you might need

  • Get your hands on TrackMaven’s report here

Have you heard the one about…

Hear what marketing guru Jeff Bullas had to say about social media and blogging when he caught up with the Brand Newsroom team at Content Marketing World Sydney…


Recently the team also had a discussion about how to market on a shoestring budget…


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When major Australian newspaper publisher Fairfax Media announced it was cutting 120 frontline reporter jobs last week, it sparked a mass walkout from the newsroom.

Fairfax is not alone. Around the world, newspapers are dying as they struggle to keep up with technology. The business model is broken.

As reporting jobs are cut, highly skilled writers are being released into the market. In this week’s Brand Newsroom, James, Sarah and Nic ask: could traditional media’s loss be marketing’s gain?

Here are some key take-outs:

  •  There are plenty of journalists out there wondering what they will do next. Employ them.
  • Quit thinking about how to get your brand mentioned in the media and become the media instead.

“The power has shifted. I don’t think a lot of news publications — TV, print and radio — are thinking about it this way, but the brands now have all the power. There’s nobody left in these newsrooms. The editors are still gatekeepers but they’re going to be really motivated to open that gate a lot more often because there’s nobody to write the news for them.” — Sarah

  •  Build your own audience and people (including the media) will come to you.
  • Poorly staffed newsrooms mean traditional media is hungry for publication-ready content. Create it.

“If you can tell your story well and present it in a way that the journo doesn’t have to do a lot of work at the other end, you’ve got some big, big opportunities there.” — Nic

  •  Set up your own publications. Pick one medium (maybe a print publication, a website or a podcast) and own that space. Be the subject matter experts.
  • Get your framework right. Get some experts in to help you get started.

“Talk to people who do know how to put a framework in place. Get that up-and-running from the start before you try to do anything.” — James

Here are the links you might need

Have you heard the one about…

Recently James and Sarah took a close look at how to get more mileage out of your press release.

And here’s a discussion about the difference between “news” and “newsworthy”.

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Give us a follow.

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Sales and marketing are meant to be on the same team, so why are they so often at war?

One level, it’s completely understandable. The two departments have different goals and missions. Sales is tasked with closing business ­— getting people in and getting them to sign on the dotted line. Marketing on the other hand tries to help attract customers to the organisation. It gives them differing worldviews and different ideas about what is important. It’s that kind of friction that causes conflict.

Sarah Mitchell says sales and marketing are factional groups who often not only don’t understand each other but don’t respect each other either.

“Sales and marketing are usually at odds with each other, if not at full-blown war against each other,” Sarah says.

So, how do you get them on the same page? Is it possible to get your sales and marketing teams working together? In this week’s Brand Newsroom, Sarah, James Lush and Nic Hayes suggest that it is. But how do you achieve such glorious harmony?

The Brand Newsroom team has some tips to help get everyone on the same page. It all starts with getting everyone in the same room and helping each team understand the other’s pressures and purpose.

Sarah says marketing needs to get to the bottom of what the sales team “are hearing when they’re going out there and hearing ‘no, no, no’ from the customer”.

“If you’re delivering something — a podcast or video or case studies — that doesn’t help them close business then I think as marketers we’re not doing our job,” Sarah says.

The fact that print media is on the decline is not an exclusive news story. Neither is the fact those working in media organizations are being stretched thin. The result? It has never been harder to get your press release seen and turned into media coverage.

At the same time as media outlets are reducing their workforces they are amplifying their voice by diversifying their publications and increasing the number of publishing platforms. What we are reading in print has already been published online, what we are reading online will soon be discussed on air.

So how do you best reach these media outlets? How do you separate your story from others, and convince a journalist to spend what little time they have on your press release?

After attending Media Stable’s ‘Meet the Media’ event this week, Sarah Mitchell and James Lush share their knowledge on getting as much mileage as possible out of a press release.

They discuss where media outlets are today and why it is so important to cut your own path.

 “If the pack is going left, then you go right, otherwise you will get culled with the other 4,999 just because you’re in that pack!” James says.

James and Sarah share several tips on how to set your pitch apart. We hear about the tight deadlines in journailism and what people working at media outlets want from you — and what will turn them away.

“Every single journalist [at Meet the Media] said ‘what you need to do is be short, sharp, punchy with the pitch’. Brevity is the soul of wit,” says Sarah.

As we see the growth of ‘personal brand,’ we are also witnessing the birth of a new marketing method.

Sporting and entertainment are seeing individuals breaking away from the company or team brand to develop their own identity and build their own dedicated audience.  

“…if your company is creating great ‘something,’ it will have a following. When you have an audience, we have always said, you have options.” – James Lush 

This week James Lush, Sarah Mitchell and Nic Hayes discuss how companies are using influencers to reach new audiences and the impact it’s having on traditional marketing and advertising.

They look at how Fremantle Dockers star Nat Fyfe is using his personal brand as a marketing tool, and discuss what worked and what did not. 


Show Notes