Forget Facebook, it’s all about LinkedIn

March 1, 2013

For companies using social media, Facebook is no longer the “in” platform. LinkedIn has stolen Facebook’s crown and run away with it.

According to research from the University of Massachusetts, more than 8 in 10 companies have a presence on LinkedIn (up from 73% in 2011).

The increase in companies using LinkedIn has a direct correlation with Facebook’s drop in company usage, with 67% of businesses using Facebook (compared to 74% in the previous year).
Pinterest has seen a strong growth in the last 12 months, with nearly 1 in 5 companies using the site, whereas Youtube has seen a sharp decrease, with companies abandoning the use of video, despite the fact that it has such an important impact on search engine rankings.

What this research does prove is that, for B2B companies, it’s all about LinkedIn. No other platform has the variety of professionals that LinkedIn boasts, nor do they offer the same potential for lead generation. Facebook is all about consumers, so if you are a customer-facing organisation, you can have some success. But when it comes to business-to-business there’s only one platform: and it’s LinkedIn.

Does your business have a presence on LinkedIn? Has it been more effective for you than Facebook? Let us know…

Latest Posts

Open your feed today and you’ll probably scroll past dozens of AI-generated images and videos. Some are clever, some are beautiful, and some are just off. AI can be both a time-saver and a trust-breaker. Used well, it accelerates creativity. Used carelessly, it can make campaigns feel soulless and detached…

Social Snapshot 22.10.25 banner, blue globe background, bold white title and date. Newsletter issue on long-form social video with platform specs, paid limits, YouTube TV viewing, TikTok Creator Rewards (>1-minute), Instagram 3-minute Reels, measurement and AEO tips

this post unpacks why b2b isn’t boring and how it’s moved from nice-to-have to mission-critical. it argues for trust as a working system (clear claims, named sources, human voices), puts short, sourced answers where people and ai look (linkedin, youtube, communities), and shows why people beat logos for credibility. it backs hybrid buying journeys that give control and timely human support, and it tracks intent signals like saves, sends and branded search. if b2b is your world, join us at socialday b2b forum 2025 at bounce, shoreditch on 12 november to go deeper.