B2B companies have long been known for their weak social media presence, but recent research highlights the businesses that excel in driving engagement on Facebook. Accenture, Sandia Labs, Optum, Tata Consultancy Services, and Cognizant lead the pack, generating the highest reactions to their content. On the other hand, companies in specialized design, legal services, and PR and advertising sectors experience the lowest engagement. In fact, Advertising and PR Rank third from the bottom in sparking reactions from Facebook users
This insight comes from a study by content operations software StoryChief.io, which analyzed 44 U.S.-based firms in professional and business services across nine sectors. These companies are among the top ten within their respective NAICS codes based on their annual sales as of July 2022. Engagement rates were calculated by averaging reactions per post for all content published on their main Facebook pages during October 2023.
Challenges for Creative, Legal, and Communications Sectors
Interestingly, sectors like creative, legal, and communication services, which have the potential to leverage visual content, perform the worst in terms of Facebook engagement. Specialized design services, in particular, suffer from poor Facebook presence and minimal engagement rates. Legal services are the second least engaging, primarily due to the prevalence of blog post links, which tend to perform poorly on Facebook. Surprisingly, businesses in communication, including advertising, PR, and related services, rank third from the bottom in sparking reactions from Facebook users, highlighting the challenges these sectors face in maximizing their social media impact.
” Businesses in communication, including advertising, PR, and related services, rank third from the bottom in sparking reactions from Facebook users.”
High Engagement in Computer Systems Design Sector
The computer systems design industry boasts the highest engagement rates among B2B companies studied by StoryChief.io, with an average of 63 reactions per Facebook post. Excluding a viral post from Accenture, the median posting frequency in the sector is 14.6 posts per month. The quality of content is the key factor driving engagement, regardless of post frequency. Accenture remains a leader, averaging 247 reactions per post with just one weekly post. Despite its large follower base of 913,200 likes, even smaller companies like Leidos, with 14,000 likes, achieve strong engagement, averaging 42 reactions per post.
” The quality of content is the key factor driving engagement, regardless of post frequency.”
Strong Engagement in Consulting Services Sector
Management, scientific, and technical consulting services rank second in engagement among top B2B firms in the U.S., averaging 44 reactions per Facebook post. Despite having smaller follower counts compared to the computer systems design industry, these firms post daily and achieve impressive engagement rates. Relative to their page size, they are slightly more engaging than their counterparts in the computer systems sector. Optum, a healthcare plan provider, leads the industry with an average of 115 reactions per post across 36 posts published in October, showcasing its effectiveness in connecting with Facebook users.
High Engagement in Scientific Research Sector
Scientific research and development services rank third in Facebook engagement among top U.S. B2B companies, averaging 37 reactions per post despite smaller follower bases. Pharmaceutical company Charles River Lab leads the industry, with 62 reactions per post across 24 posts in October 2023, thanks to its use of real-life photos that resonate well with users. Biotech firm IQVIA follows closely, achieving an impressive 259 reactions per post with content tailored to Facebook’s native formats. Although IQVIA posts only once or twice a week, its strategic approach results in organic solid engagement, highlighting the effectiveness of quality content over quantity.
” Computer System Design, Consulting Services and Scientific Research are the sectors leading in Facebook engagement.”
Digital Marketing: Focus on Youtubers
| B2B Business | Facebook page likes | Total organic posts in October 2023 | Average reactions per post |
| Accenture | 913,200 | 5 | 1,817 |
| Sandia National Labs | 22,800 | 22 | 166 |
| Optum | 198,600 | 36 | 115 |
| Tata Consultancy Services | 778,800 | 27 | 107 |
| Cognizant | 399,400 | 4 | 88 |
| Charles River Labs | 21,900 | 24 | 62 |
| Burns & McDonnell | 10,000 | 11 | 54 |
| IQVIA | 62,000 | 5 | 52 |
| IDEXX | 126,000 | 14 | 50 |
| Johnson Controls | 128,800 | 26 | 47 |
Accenture Leads B2B Engagement on Facebook
Across nine B2B sectors, Accenture stands out as the most engaging business on Facebook, followed by Sandia National Labs, Optum, and Tata Consultancy Services. Sandia National Labs, despite having a modest Facebook following of just 22,800 likes, generates an impressive average of 166 reactions per post from its science-backed updates shared through 22 pieces of content.
Tata Consultancy Services, an Indian IT outsourcing company, holds the second-largest Facebook presence among top U.S. B2B companies, with approximately 778,800 likes. It ranks fourth in engagement, with an average of 107 reactions per post, publishing content almost daily. The company’s success is attributed to its strategy of adapting content to Facebook’s native formats, which enhances engagement.
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