Fleet Management

Trucking Lags When it Comes to Adopting Social Media

December 03, 2013

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Freight haulers are embracing social media but still not a much as other business-to-business companies, according to a new study.

Carrier Logistics, a developer of information technology systems for freight carriers, found 68 of the top hundred freight haulers have a social media presence. Of companies using social media, 80% have a Facebook page, 72% use LinkedIn and 64% use Twitter and/or use Google+.

“If you think the results show strong use of social media by transportation companies, consider that transportation companies use social media less than the average business-to-business company,” says Gary Snyder, business development manager for CLI, who conducted the study.

Eighty-seven percent of all B2B companies across all industries use social media other than blogs, he says, and 54% of those companies expect to increase their spending on social media content next year.

The study also looked at how often the transportation companies update their pages. Among freight carriers using social media, 70% updated at least once a week on Twitter and 63% on Facebook. On LinkedIn, however, just 26% updated pages weekly.

“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 included transportation software companies, the majority of which have adopted social media but surprisingly, they are using social media somewhat less than are top motor carriers. Sixty-three percent have established some form of social media presence. Eighty-two percent of those 63 companies use LinkedIn, 74% are on Facebook, and 72% use Twitter.

The survey did not consider postings’ content nor who the audience is, but the results reinforce the value of social media, says CLI. 

“While ‘everyone is doing it,’ is not exactly the case, the study makes a compelling case for business-to-business organizations in general, and transportation companies in particular, to use social media for brand awareness, customer acquisition, and lead generation,” says Snyder.



  1. 1. Bonnie [ December 11, 2013 @ 10:39AM ]

    See that is the problem with technology to day. It is called “Social Media”. Facebook for example, should be used for keeping up with family out of state or having Grandma be able to see pictures of her grandchildren. I don’t think that is it appropriate for a business to conduct business like they are trying to make new friends. Business should be business and “Social” should be social. How about someone creating some professional media websites to be able to conduct business? Personally, I tried having a Facebook account so I could look up local businesses events they were having, however I was being bombarded by classmates from high school that I do not chose to stay in contact with and have not in 20 years wanting me to accept their “friend request” so I deleted my account. Businesses should not be involved in that venue. Trucking is about moving product on the road not stilling around on Facebook all day.


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