Is LinkedIn Right for You?
LinkedIn ranks as the number-three social network, but that really doesn’t tell the whole story. Unlike other social networks that have a more general user base, LinkedIn exclusively targets business professionals. As such, it’s kind of the polar opposite of Twitter, in terms of demographics.
LinkedIn attracts about 110 million unique visitors each month, which is less than half of what you get with Twitter. The makeup of LinkedIn’s user base is much different, however. LinkedIn attracts a more affluent group of users, with 68% earning more than $60,000/year and 39% earning more than $100,000/year. The LinkedIn audience is also older, with 70% aged 35 or more.
Given these numbers, it’s not surprising that LinkedIn is a great resource for B2B marketers. A HubSpot survey found LinkedIn the top social network for B2B companies, dubbed effective by 45% of respondents. (Facebook was at 33%). If you’re a B2B marketer, it’s likely that the business buyers you want to reach are probably on LinkedIn – and not on Facebook or Twitter, at least for business.
LinkedIn is less effective for B2C marketers. Yes, you can find some subset of your larger customer base on LinkedIn, but they’re not there to receive consumer-oriented pitches; they’re on the site to network with other businesspeople. B2C companies will likely get better results elsewhere.