Time to Spend Less Time on Facebook, More on Linkedin

Sound Familiar?

Linkedin was the first social network (in the modern sense) that I remember joining. I completed my profile, connected with any friends, clients and suppliers I found using the service – then routinely forgot about Linkedin in-between the occasional connection requests.

In the years that followed, Facebook and Twitter consumed my attention. Twitter was my networking tool of choice, Facebook was reserved for sharing with family, friends and a growing circle of real friends I made through twitter. Even Google Wave, Buzz and eventually Plus all got more attention from me than Linkedin.

A Giant Wake Up Call

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According to the research behind this truly awesome “The Growing Impact of Social Media” infographic from Morrison Foerster’s Socially Aware Blog – the average social media user spends 17 minutes on Linkedin for every 6.75 hours they spend on Facebook. If you’re an “average” user using social media to grow your B2B business, I’m here to suggest your priorities need rethinking.

Ignoring Linkedin is No Longer An Option.

As we suggested in “The View From Here – 2013 Web Presence Priorities“, Linkedin can be a useful prospecting tool and reliable source of leads for B2B Marketers. As if to underscore our observation, recent research reported that, in 2012, LinkedIn replaced Facebook as the top social media platform among “Inc. 500” listed companies. If you find that surprising – especially in light of Facebook’s significant user base (In Canada, 18 million versus Linkedin’s 6.5 million Canadian users) – consider this: Most of Facebook’s users aren’t on Facebook to “do business”.

People are On Linkedin to “Do Business”

  • To recruit or be recruited by other business people
  • To research and explore potential business opportunities – with prospective customers, vendors and partners.
  • Linkedin is built for “Doing Business”

Unlike the other social networks – each of which are essentially in the business of selling users to advertisers – Linkedin’s users are it’s customers, which gives the company a much clearer purpose: “Our mission is to connect the world’s professionals to make them more productive and successful”. Clearly, it is time for most of us to become familiar with and learn to use Linkedin’s full-featured business toolset strategically – to achieve our business objectives.

We plan to cover Linkedin in finer detail in upcoming posts, exploring strategy and tactics for:

  • How to optimize your Linkedin presence
  • How to use Linkedin for prospecting
  • How to drive more leads from Linkedin to your website for conversion

In the meantime, here are 5 things you should do on Linkedin right away:

  1. If you haven’t already, complete your Linkedin profile. The more complete your profile, the more likely you are to get found in search – including Google searches for your name. I recommend using Linkedin’s handy “Improve Your Profile” tool.
  2. If you haven’t already, don’t forget to add skills to your profile. Think of skills as keywords. What do you want to be found for? Your network connections can also easily endorse your skills with one click. Endorsements can be great conversation starters if you are looking for an opportunity to reconnect.
  3. Check out your Linkedin news feed. Your connections are probably sharing good business-related content. Take the opportunity to read what they’re sharing. If you find something your network would find valuable, re-share.
  4. Update your contacts database using Linkedin’s “Add Connections” functionality. Every connection you add in Linkedin expands your network – and prospecting opportunities.
  5. Make Linkedin part of your daily social media workflow: Share content, look for opportunities to connect or re-connect with people in your network.

Last but not least:

If you have any Linkedin related topics you would like Digital Giants to explore in more detail, please drop us a comment below, or contact us directly. If you enjoyed this post you may also want to subscribe to our newsletter.