Use of social media by the U.S. transportation industry is pretty prevalent, according to a recent study by Carrier Logistics Inc. (CLI), a developer of information technology systems for freight carriers.
The study determined that 68 of the top 100 freight haulers have a social media presence, while 63 percent of transportation software companies have adopted a social media platform.
Of carriers using social media, 80 percent have a Facebook page, 72 percent use LinkedIn and 64 percent tweet. Among transportation software providers, 82 percent use LinkedIn, 74 percent are on Facebook, and 72 percent tweet.
“The time has come when transportation companies can no longer afford not to be on social media,” says Ken Weinberg, vice president and co-founder of CLI. “If you want to be in the trucking business today, you need a presence on social media to secure your place in the industry.”
The study also examined how often the transportation companies update their pages. Among freight carriers using social media, 70 percent updated at least once a week on Twitter, and 63 percent on Facebook, but just 26 percent on LinkedIn.
The survey did not consider postings’ content nor their audience.
“While ‘everyone is doing it’ is not exactly the case, the study makes a compelling case for B2B organizations in general, and transportation companies in particular, to use social media for brand awareness, customer acquisition, and lead generation,” said Gary Snyder, business development manager for CLI.