CONTENT STRATEGIES AND THEIR EFFECTIVENESS ON TWITTER AMONG B2B IT SECTOR COMPANIES

Keywords: social networks, Twitter, B2B, IT companies, content strategy

Abstract

The article examines content strategies and their effectiveness on Twitter among business-to-business (B2B) companies in the Information Technology (IT) sector. For the analysis, Twitter accounts that belong to B2B companies of the IT segment, with several 1,000 to 900,000 subscribers, have been used. Two primary target audiences, which are targeted by social media managers and marketers while working with social networks of B2B companies in the IT segment, have been established. The current general situation of the Twitter audience in Ukraine is described. The importance of using Twitter to promote B2B companies in the IT sector through social networks is substantiated. A study of the followers' involvement in the content of B2B companies of the IT sector on Twitter was carried out. Also, the main types of publications specific to the IT sector on Twitter have been identified. The publications are oriented towards business users as well as current and potential co-workers rather than the end customer. The possibilities for differentiation with various content types on Twitter for companies of the IT segment, based on the example of AltexSoft company, are highlighted. The overall average engagement rate among all companies present on Twitter is determined. In addition, the relevant rate for B2B companies in the IT segment has been evaluated. Based on the analysis, the main influencing factors on the low ER index have been identified. In the process of writing the article, the following research methods were used: inductive and deductive – to collect, process, and justify the importance of social networks for business in the B2B sphere, the graphic method  – to visually display the popularity rating of social networks among users; the abstract-logical method – to perform theoretical generalizations and formulate conclusions.

Published
2022-06-30
How to Cite
Когут, В. А. (2022). CONTENT STRATEGIES AND THEIR EFFECTIVENESS ON TWITTER AMONG B2B IT SECTOR COMPANIES. Scientific Notes of Lviv University of Business and Law, 33, 188-195. Retrieved from https://nzlubp.org.ua/index.php/journal/article/view/654
Section
Articles