Your buyers are asking AI about your category. See which social voices shape the answer.

B2B brands. The buyer questions we run, the competitor set we derive and the benchmarks we compare against all assume a considered purchase with a business buyer. Everything in the report is measured from our own data across B2B categories, so a consumer brand will get a less useful read.

Yes. When we analysed roughly 1,700 AI citations across four B2B categories, social sources consistently showed up as part of the answer, alongside listicles and vendor content. Social is not the largest slice of what AI answer engines cite, but it is the most controllable one: unlike a listicle you do not own, the posts your people and your community publish are within reach to influence directly.

Individual posts and community threads, not corporate pages. Across the categories we measured, content from individual people and community discussions made up 43% to 88% of social citations depending on the category. Employee advocacy, meaning your people posting in their own voice, is the lever that actually shows up in AI answers.

It depends on your category. In core banking, LinkedIn led social citations at 63%. In categories with a more practitioner-heavy audience, Reddit led instead. If your buyers are executives who research in public, LinkedIn tends to carry more weight. If they are practitioners who research in communities, Reddit does. Run the audit to see which pattern applies to your category.

In practitioner-led categories, substantially. In commercial access control, Reddit accounted for 70% of social citations, and a single subreddit produced 19 of the 27 social citations for the entire category. Answer engines treat active, specific community discussion as a strong signal, especially where buyers genuinely go to ask real questions.

They essentially do not, in what we measured: zero LinkedIn company page URLs appeared across roughly 1,700 citations in four B2B categories. Answer engines pull from what reads as a real voice, a real conversation or a real thread, and a brand's own company page does not read that way. The opportunity sits with the people at your company.

This is where the opportunity concentrates. Individual posts and community threads, the exact content type employee advocacy produces, made up the large majority of the social citations we measured, while corporate pages made up none of it. If you want to move AI visibility through social, activating your people is the highest-leverage lever you have.

Based on what we measured across four B2B categories, they favour individual voices and active community threads over brand-owned pages, and which network they draw on depends on where the category is actually discussed. Executive-led categories skew toward LinkedIn, practitioner-led categories toward Reddit. Social citations sit alongside a larger pool of listicles and vendor blogs, which makes social one input among several and the one most directly shaped by your own team.

Traditional SEO optimises a page to rank in a list of ten blue links. GEO optimises for being the source an answer engine pulls from and cites when it writes a direct answer. The two overlap but are not identical: our data shows answer engines pull disproportionately from individual voices and community discussion on social, a source type traditional SEO mostly ignores.

We put real buyer questions to AI answer engines several times each, since the same question returns different answers, and record every source each answer was built from. Each source is classified by network and by content type, so you see not just that social appeared but which network, which kind of content, and which specific posts and communities.

Yes. You need a work email at the domain you are auditing, which is how we confirm you are looking at your own company. Your report runs in about a minute and is yours to keep.