digibyte – Five reasons LinkedIn trumps Facebook and Twitter for B2B marketing

SUMMARY:

As we have discovered for ourselves, LinkedIn remains the most important channel for professional communication. Stats from a broader audience confirm.

When considering communication channels, we have consistently argued that LinkedIn, for all its faults, provides us with the most context rich conversational medium today.

When we pore over the statistics for the relative number of people who share our content, LinkedIn wins pretty much every time. We don’t see the same traction with Facebook although there have been some incredibly incisive conversations there. We still see plenty of Twitter action although it often tends to be of the Re-Tweet variety and often among a core group of fans with occasional outliers coming into the fray from time to time.

Statista has visualized the results from a study by Social Media Examiner – shown below – about social media marketing preferences which talks directly to this topic.
Infographic: B2B Marketers Choose LinkedIn Over Facebook | Statista

You will find more statistics at Statista

We think there are clear and obvious reasons why LinkedIn wins.

  1. LinkedIn originally pitched itself as a professional network that could be readily managed. That may be less true today.
  2. Users will readily click out to stories when they see an excerpt and then click back to leave comments. This is especially true when the story is sent to a moderated group that has established itself as being well managed and with a rich seam of quality discussion.
  3. For all its faults – and there are plenty enough to make any UX designer go nuts – LinkedIn doesn’t have the same ‘river of news’ quality that Facebook prefers. This means that it is often easier to follow and track stories inside LinkedIn than it is on Facebook.
  4. Paradoxically, Facebook’s constant UI tweaking can be frustrating and confusing for some people, whereas LinkedIn’s stable UI, while crappy, is familiar. It’s that old saw at work: it may be crap but I know how to get around it.
  5. Research consistently shows that where marketing is tied to community, engaged users will spend more than they otherwise might. Cisco and Dell know this to be true. We know it to be true. LinkedIn has the kind of community feel that is just good enough. Facebook doesn’t have that same vibe.

Anything obvious I’ve missed. Let em know in comments – wherever they may travel 😉

    Comments are closed.

    1. says:

      Den- Agree and if I may add a few(3) points(feel free to use them as you may in a future post here) – I have been doing LinkedIn consulting and training for close to 10 years and here is what I hear from my clients and the other OCD LinkedIn B2B Marketing and Sales consultants like me…1. Business owners and senior-level executives understand B2B sales networking. They understand that traditional B2B sales (solution sales) is about prospecting, networking, qualifying, nurturing, closing, repeat. The LinkedIn platform provides the B2B Sales funnel capabilities from A-Z.2. Senior level executives feel LinkedIn is a safe bet. They are afraid and do not have time to play around with social networking. They see LinkedIn as serious. Period.3. Most of the B2B Sales Pros and Business Owners have had a LinkedIn profile since 2004/5 when they used it as an initial Digital Rolodex as it were. This is where they go to hunt and farm. I could add more – happy to send you a copy of my LinkedIn Sales Book (Social Branding book as well if interested). Followed you on Twitter. Let’s connect on LinkedIn – happy to connect with you with B2B Tech executives in my network – love your work – keep it up. -Jasmine Sandler – http://www.jasminesandler.com in case you are interested in seeing my library of LinkedIn related commentary;)