Data from Gigya indicates that the professional social site may be a top channel to connect with B2B execs.

Brafton has reported that comScore says nine in 10 consumers visit social sites each month, and the platforms that most readily come to mind are probably Facebook and Twitter. However, comScore's report shows that LinkedIn visitors grew 30 percent year-over-year in December 2010. Now, new data from Gigya indicates that the professional social site may be a top channel to connect with B2B execs.

LinkedIn has seen tremendous growth in the percentage of users on B2B sites who sign in. In July of 2010, just 3 percent of B2B logins were represented by LinkedIn, but the site has risen rapidly in the past few months. Last month (January 2011), LinkedIn accounted for 20 percent of B2B social logins.

Marketers looking to connect with B2B professionals may be interested to learn that members of the finance industry are the site's most frequent users, closely followed by those in high-tech industries. More than one-third of users are between the ages of 35 and 54, and 32 percent are between the ages of 25 and 34. Brands might have the opportunity to connect with a wide range of decision makers, as users boast a range of roles – from marketing and business development to IT and creative.

The rise in LinkedIn's logins may be connected to the company's improved social sharing options. Gigya explains the site has “made some great moves over the past year, especially to encourage more communication and collaboration among people using the service.”

With this in mind, marketers should consider creating compelling content that will be shared among B2B execs and help boost their brands in LinkedIn. Additionally, brands might consider using LinkedIn ads to promote brand awareness. As Brafton reported last month, LinkedIn recently launched targeted ads to help businesses reach the right professionals on the site.

Katherine Griwert is Brafton's Marketing Director. She's practiced content marketing, SEO and social marketing for over five years, and her enthusiasm for new media has even deeper roots. Katherine holds a degree in American Studies from Boston College, and her writing is featured in a number of web publications.