In December 2014 Fronetics Strategic Advisors conducted a survey to learn the favorite social media accounts of the logistics and supply chain industries.
Here are the Facebook accounts which survey respondents identified as favorites:
The Supply Chain Blog covers the top trends surrounding the topics of inventory and supply chain optimization. It also provides a weekly news summary for the supply chain industry.
Transplace is a non-asset, North American based third party logistics provider offering manufacturers, retailers and consumer packaged goods companies the optimal blend of logistics technology and transportation management services.
Originally published January 2015. Updated November 2026.
Your next shipper is already checking you out on LinkedIn. Before a VP of supply chain sends an RFP or takes a sales call, they look up your company and the people behind it. If your page hasn’t posted since the last trade show, that silence becomes your first impression.
LinkedIn is the most effective platform for logistics and transportation companies to reach shippers and supply chain decision-makers. The companies that win on it do five things well: they keep an optimized company page, get executives and employees posting, share useful industry content, run targeted ads, and engage with prospects consistently. Here’s how to do each one.
Why LinkedIn matters most for logistics and transportation
LinkedIn has more than 1 billion members, and the people who buy logistics services spend their professional time there: VPs of supply chain, transportation managers, procurement leads, and operations directors. Logistics sales cycles are long and built on trust, so buyers want to know who they’re working with before they ever request a quote. LinkedIn is where they check.
For logistics and transportation companies, LinkedIn does three jobs at once:
Demand generation: keeps your company visible to shippers months before they go out to bid
Sales support: gives your sales team credibility and a reason to start conversations
Recruiting: helps you attract dispatchers, operations staff, sales talent, and drivers in a tight labor market
What a LinkedIn strategy for a logistics company includes
Component
What it does
What good looks like
Company page
Your brand’s home base on LinkedIn
Clear description of services, lanes, and industries served; posts 3 to 5 times per week
Executive and employee profiles
Builds trust and extends reach
Leaders post original insights; sales reps share and comment
Content
Earns attention and positions you as an expert
Market updates, customer stories, operational insights, video
LinkedIn ads
Reaches decision-makers you aren’t connected to
Targeted by job title, industry, and company list
Engagement and social selling
Turns visibility into conversations
Consistent comments, connection requests, and follow-up
Recruiting
Fills open roles faster
Culture content, employee spotlights, job posts
LinkedIn content ideas for 3PLs, carriers, and transportation companies
The logistics companies that grow on LinkedIn share what they know. Content that consistently performs:
Freight market updates. Short takes on capacity, rates, tariffs, and port conditions, and what they mean for shippers.
Customer results. How you cut transit times, recovered a disrupted shipment, or lowered landed cost. Use numbers when the customer approves.
Behind the scenes. Warehouse operations, new equipment, safety milestones, and the people who make it happen.
Explainers. Answer the questions shippers ask your sales team, like how to choose between LTL and FTL or what a 3PL should report on each month.
Leadership perspective. Opinions from your executives on industry change, technology, and customer service.
Document carousels. Checklists and step-by-step guides formatted as swipeable PDFs.
Short, informal video. A 60-second clip from an operations manager often beats a polished brand video.
How to get more reach on LinkedIn
LinkedIn’s algorithm rewards content that keeps people on the platform and sparks conversation. The tactics we see working across our logistics and supply chain clients:
Lead with people, not the logo. Posts from employees and executives get far more reach than company page posts. Have your team post original content and let the company page reshare it.
Put links in the first comment. External links in the post body tend to reduce impressions.
Use few hashtags. One to three relevant hashtags at most. Long hashtag strings hurt reach.
End with an easy question. Low-friction prompts like “What’s your biggest capacity challenge this quarter?” invite comments.
Reply quickly. Engagement in the first hour after posting signals relevance.
Post consistently. A steady weekly cadence beats bursts of activity followed by silence.
LinkedIn ads for logistics and transportation companies
Organic content builds trust with your network. Ads reach the decision-makers who aren’t in it yet. LinkedIn’s targeting is especially useful in logistics because you can reach buyers by:
Job title and function: supply chain, logistics, procurement, operations
Industry: manufacturing, retail, food and beverage, healthcare, automotive
Company size and location: match your service footprint and ideal shipper profile
Account lists: upload target companies for account-based marketing
Effective formats include Lead Gen Forms (which prefill contact details), document ads for gated guides, thought leader ads that promote your executives’ posts, and retargeting for people who visited your website. LinkedIn ads cost more per click than other platforms. The trade-off is precision, and one closed shipper contract usually pays for the campaign many times over. Learn more about paid media for supply chain and logistics companies.
Where LinkedIn fits in your broader social media mix
LinkedIn should anchor a B2B logistics social strategy because that’s where buyers are. Other platforms play supporting roles, especially for driver recruiting and company culture. For a full look at Facebook, Instagram, YouTube, and how to choose the right mix, see our guide to social media for transportation and logistics companies.
LinkedIn metrics logistics companies should track
Follower counts and likes alone don’t tell you whether LinkedIn is working. Track:
Engagement rate on company and employee posts
Follower growth among your target job titles and industries
Website traffic and conversions from LinkedIn
Leads, meetings, and pipeline influenced by LinkedIn
Cost per lead and cost per opportunity from LinkedIn ads
Applicants sourced through LinkedIn for open roles
Common LinkedIn mistakes in logistics marketing
Posting only job openings and holiday greetings
Treating the company page as the whole strategy and leaving employee profiles idle
Sharing generic industry news without your own point of view
Running ads without a clear offer or landing page
Measuring success by likes instead of pipeline
What the best logistics LinkedIn pages have in common
When Fronetics first surveyed logistics and supply chain professionals about their favorite LinkedIn pages in 2014, the winners shared one trait: they published useful content consistently. That still holds. The strongest logistics brands on LinkedIn today, including large 3PLs like C.H. Robinson, mix market insight, customer stories, and people-first content, and their employees amplify it.
When to bring in a LinkedIn marketing partner
If your team doesn’t have time to post consistently, your ads aren’t producing qualified leads, or you can’t tie LinkedIn to revenue, a specialist can help. Fronetics provides LinkedIn marketing services for logistics and supply chain companies, including strategy, content creation, executive ghostwriting, ad management, and reporting. We’ve worked with 3PLs, carriers, warehousing providers, and logistics technology companies since 2011. See our work as a logistics marketing agency and transportation marketing agency.
Yes. LinkedIn is the most effective social platform for logistics companies because shippers, supply chain leaders, and procurement teams use it to research and vet vendors.
How often should a logistics company post on LinkedIn?
Aim for 3 to 5 company page posts per week, plus regular posts from executives and sales staff. Consistency matters more than volume.
What should logistics companies post on LinkedIn?
Freight market insights, customer results, behind-the-scenes operations, explainers that answer shipper questions, and executive perspective. Posts from real people on your team outperform polished brand posts.
Do LinkedIn ads work for 3PLs and freight companies?
They can. LinkedIn ads let you target shippers by job title, industry, and company, which makes them well suited to high-value logistics contracts. Pair them with a strong offer and a dedicated landing page.
Should logistics companies hire a LinkedIn agency?
An agency with logistics experience makes sense when you need consistent content, executive ghostwriting, or ad management and don’t have the internal bandwidth to do it well.
The Cerasis blog is a wealth of information for those within the supply chain and logistics industries. The blog covers industry trends, educates, explains rules and regulations, busts myths, and has awesome infographics.
What are the must-follow Twitter accounts for the logistics and supply chain industries?
In December 2014 Fronetics Strategic Advisors conducted a survey to learn which industry Twitter account is your favorite. The results are in.
The number one must-follow Twitter account for the logistics and supply chain industries is: Quintiq
Quintiq’s vision is to transform the world’s supply chains. The company’s Twitter account speaks to this vision by sharing and providing industry knowledge and news. Additionally, Quintiq uses to Twitter to engage with others within the industry.
The start of a new year generally brings with it a host of resolutions. For individuals finding and landing a new job, or advancing in their current job are common resolutions. For companies, identifying talent, hiring, and retaining great talent are typical goals for the new year.
At Fronetics we work with clients to understand and execute on talent acquisition, performance management, learning and development, and succession management. We also work with clients to design and develop roles and responsibilities, on leadership development, mentoring and counseling, and on performance management and compensation strategies.
Throughout 2014 we have created content focused on talent. Topics have included: networking; how to identify and hire top top talent; and how to solve the supply chain talent crisis. We have identified the most popular talent blog posts of 2014, #1 receiving the most pageviews.
Kathryn Minshew, founder and CEO of The Muse and The Daily Muse, began a piece for the Harvard Business Blog Network with this sage advice: “Network Your Face Off.” The truth and value of this statement cannot be underestimated. Here are 5 reasons why networking is essential and why connections matter. Read the full blog post.
CrossFitters recognize that good outcomes only come with hard work, and lots of it. For that reason, it generally attracts people who are willing to make sacrifices and go the extra mile to get results both in the gym and at work. If you want to hire top performers who have staying power hire people who do CrossFit. Here are eight reasons why CrossFitters make great employees. Read the full blog post.
The supply chain industry has a talent crisis. The question is: how can we solve this crisis? To answer this question I turned to Rodney Apple, founder of the SCM Talent Group. Apple has worked as a supply chain recruiter for the majority of his 19+ year career within the staffing industry and he has filled more than 1,000 positions within the industry ranging from executive-level in Fortune 500 headquarters settings to leadership and staff-level roles across large networks of manufacturing and distribution facilities within North America. Apple’s role affords him the ability to witness the talent crisis from the perspective of the industry, the company, and the job seeker. Read the full blog post.
Here’s the thing – the supply chain industry is perceived by those outside the industry as having no “wow” factor whatsoever. If the supply chain industry is going to attract new and qualified talent, it needs a face lift. It is time for the supply chain industry to re- brand itself. Read the full blog post.
Wouldn’t it be nice if great talent looked like Waldo? If great talent looked like Waldo we could simply look at the pool of candidates and be able to identify them by their telltale red and white striped shirt. Unfortunately, great talent doesn’t show itself like our friend Waldo. Given this, how can the supply chain industry spot great talent? Read the full blog post.
Be honest. How does your company approach talent acquisition? Is it viewed as a cost center or is it viewed as a strategic department, crucial to the success and growth of your business? If your answer is the former, it is time to rethink your approach. Read the full blog post.
With more than 240 million active users, LinkedIn is one of the largest social media networks. LinkedIn is an incredible tool for networking and professional development. LinkedIn is also an essential component in a job search strategy. Optimizing your LinkedIn profile is crucial to your success. Read the full blog post.
If the supply chain industry is going to attract new and qualified talent, it needs a face lift. The industry needs to be proactive. It needs to communicate what it is, what is currently happening within the industry, and what is in store for the future. Who is responsible for making change possible? You. Read the full blog post.
After the ball has dropped and after the champagne has been drunk, the New Year will begin. Forty-five percent of American’s will start the New Year with at least one resolution. Whether or not you are typically a resolution-maker, the New Year is a great time to evaluate your career and set goals. Here are nine career resolutions everyone should make. Read the full blog post.
Whining. Just writing the word makes me cringe. Whining is a truly unattractive characteristic. It is unattractive in children and it is even more unattractive when adults partake. One of the reasons why whining is just so unattractive is that it is ineffective and it can make a brilliant leader look like, well, like a blithering child. Read the full blog post.
The Internet of Things trend is quickly approaching and will impact the way we live and work through increased productivity and efficiency. Supply Chain Management will continue utilizing these advanced technologies to improve factory workflow, increase material tracking, and optimize distribution to maximize revenues. Read the full blog post.
Within the past five years companies within the logistics and supply chain industries have begun to see social media as a strategic tool and have begun to actively use and leverage social media. A survey conducted by Fronetics Strategic Advisors looks, broadly, at the use of social media within the logistics and supply chain industries. The report discusses use, motivations, preferences, benefits, and challenges. Read the full blog post.
Looking at the manufacturing, supply chain, logistics, transportation, distribution and freight industries there are a few companies that have emerged as leaders – companies that exemplify the business value of creating and executing digital, social media, and content marketing strategies. Cerasis, a freight logistics company, is one of these companies. Read the full blog post.
The supply chain industry has a talent crisis. The question is: how can we solve this crisis? To answer this question I turned to Rodney Apple, founder of the SCM Talent Group. Apple has worked as a supply chain recruiter for the majority of his 19+ year career within the staffing industry and he has filled more than 1,000 positions within the industry ranging from executive-level in Fortune 500 headquarters settings to leadership and staff-level roles across large networks of manufacturing and distribution facilities within North America. Apple’s role affords him the ability to witness the talent crisis from the perspective of the industry, the company, and the job seeker. Read the full blog post.
The purpose of this series of blog posts is to give others in our industry and especially those in the manufacturing industry, a guide to create an effective digital, social media, and content marketing strategy which will produce results for your company. If you have followed the Cerasis blog since its launch in March 2013, you have noticed that we work really hard at executing our strategy. The reason we work so hard is because we are passionate about educating the marketplace on information that matters to them. In that way, we want to be the de facto expert in the manufacturing and logistics industries. If we can help those who are our customers and potential customers (manufacturers and distributors) with best practices around logistics and freight, as well as manufacturing industry news, we are continuing our mission of driving long term value (even if we give the information away for free). The result (we hope and have seen) is that people view us as the expert and will want to engage us in a long term relationship as their logistics services provider. We hope this is helpful and you learn something from it! Read the full blog post.
3PL provider Coyote Logistics is one of the fastest growing companies in North America. The company’s incredible growth (five-year growth: 3,585 percent) and tenacious spirit has not gone unnoticed. Forbes included Coyote in its list of Most Promising American Companies; Supply & Demand Chain Executive listed Jeff Silver, Coyote CEO, as one of their “Pros to Know;” and the company was listed as one of the best places to work by the Chicago Tribune. There are undoubtedly many factors that have contributed to the success of the company. Coyote’s approach to social media is likely one of the company’s keys to success. Read the full blog post.
Here’s the thing – the supply chain industry is perceived by those outside the industry as having no “wow” factor whatsoever. If the supply chain industry is going to attract new and qualified talent, it needs a face lift. It is time for the supply chain industry to re-brand itself. Read the full blog post.
Without a comprehensive social media strategy, your message may be getting lost in the chatter. There are a number of tools that will help you monitor your online influence and, effectively, make the necessary adjustments to ensure your efforts are paying off. Here are 10 free tools to help you measure your social media ROI. The basic features of each of these tools are free. Read the full blog post.
Regularly tracking your relationship with your suppliers and their performance toward your expectations is critical to ensure the success of your business. One mechanism for tracking this is the supplier scorecard. A scorecard is in essence a report card for your supplier. Supplier scorecards when used effectively can help maintain a healthy supply chain and will benefit both parties. If not used effectively supplier scorecards can damage the supplier relationship and hurt both businesses. Read the full blog post.
