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…

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