LinkedIn is increasing in popularity and recently passed 200 million users, presenting new opportunities for content and social media marketers. As many strive to develop a professional persona on the web, they’re creating resumes, building recommendations and showing off their skills on the world’s largest B2B social network. Marketers can take note of what users are doing on LinkedIn, especially since the network is enjoying substantial success, particularly for B2B companies.
Wayne Breitbarth and PowerFormula recently released the results of a LinkedIn survey, discovering new information about how those on the social media platform use the site. Although 80 percent use the site for job hunt capabilities, 44 percent use it for networking, while 37 percent leverage LinkedIn to create, maintain and develop relationships with potential clients. Another 37 percent visit the site as part of social media marketing strategies, using a presence to increase branding and thought leadership on the web.
The survey compiled users’ top ten favorite features, revealing that the Groups tool made first place. People searching, People you may know, Who’s viewed you and Company Information followed behind, rounding out the top five. Marketers should note that 91 percent of LinkedIn users opt out of paid services, so efforts should be visible for those who use the site for free.
LinkedIn is growing rapidly and marketers should act accordingly to build a presence that positions them as leaders in their industries.