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Grist: Facebook tops LinkedIn for thought leadership

Facebook is the most popular source of corporate thought leadership among FTSE 350 c-suite executives, according to a new study by Grist, the London-based business-to-business content marketing agency. Facebook was cited as the social network where senior executives were most likely to engage with business content (79 per cent), compared with Twitter (73 per cent) and LinkedIn (68 per cent).

The Grist research was based on more than 200 interviews of FTSE 350 executives, which included CEOs and senior legal, finance, risk, marketing and sales, human resources and tech personnel. 

The study also found that senior executives only read an average of 31 per cent of all thought leadership that reaches their desk. Favoured formats were either 800 word articles or 300 – 500 word blog posts, which were regarded as preferable to longer content. The most popular time to search out thought leadership content is on a Monday, and noon to 2pm is the single most popular time for reading, the Grist report also found.


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