B2B Organization’s LinkedIn Branding and Marketing Communications: An Exploratory Study of IT Service Companies

Abstract

Given the social media penetration, LinkedIn communications of B2B companies play an important role in shaping organization’s online presence. In this exploratory study, text mining techniques (key word frequency, co-occurrence network and word associations) are utilized to identify content categories communicated by IT services companies via LinkedIn. The findings indicate that IT service organizations use LinkedIn to mainly share informative contents about their success stories, thought leadership commentary highlighting functional benefits only. They tend to focus on their current and potential customers, paying less attention to other stakeholders like current and potential employees, investors amongst others. This research adds to the scant literature available for B2B organization’s social media marketing activities.