Pankaj Rahul Singh

Pankaj Rahul Singh is cofounder and COO of TSD Corp, the digital identity management company that handles the social media interaction of MS Dhoni, Virender Sehwag, Harbhajan Singh, Delhi Daredevils, Kings XI Punjab and even the Ministry of External Affairs.

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LinkedIn Vs Facebook: Which Platform Helps Digital Marketers Most?

Facebook is becoming more about appealing to businesses and professionals as LinkedIn is becoming more about socializing and growing your network. Question is which is more useful to a digital marketer?

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The debate of which social media platform reigns superior is never ending. It’s about how an influencer influences through the right medium in order to reach the target audience in the most efficient way. The trick is to create a perfect mix of platform selection strategy that has great impact achieved through maximum engagement. Certain social platforms have a particular image that it conveys to its users.

Take a look at LinkedIn. LinkedIn has a professional image which makes it more appealing for B2B purposes, and those who want to set up a professional network in the market within the same category or relevant category of people. On the other hand, Facebook is majorly run by activities of our social lives which may or may not reveal information fit from a professional perspective. Interestingly though, due to the rise in social media trends, interviewers nowadays are more likely to screen a person’s Facebook profile to understanding a candidate’s behavioral pattern to identify if he is a good fit for the organization’s culture and ethics.

Interesting shifts are happening as Facebook wants businesses to target customers and is effectively turning into the most effective digital ad platform here ever was while LinkedIn is appealing to business professionals to network with other likeminded business people.

Facebook vs LinkedIn

With social media seeping into all aspects of our lives, it becomes a complicated decision for a brand to target its audience, which platform and which moment is the right (and legal) one to address a potential customer at?

If it’s a B2B marketer, then LinkedIn has become the most preferred platform to reach a target audience.

LinkedIn has established itself as a platform for professional networking where marketers can customize their target research based on requirements like job titles, organizations and referrals, which further narrows down the research. It helps many B2B businesses connect to the right opportunities and prospects through access to the most relevant content. The listed information on LinkedIn can be of immense help to bootstrapped brand new businesses to reach clients, reach investors and basically build a strategic network towards commercial success.

In terms of engagement, it only accounts for about 2.5% of social shares of all content, but LinkedIn drives more than 25% of shares for content focused on B2B topics according to sources.

For a better evaluated yield in advertising results, last year LinkedIn launched a tracking pixel which analysed success of marketing campaigns and evaluated your advertisement’s performance beyond mere clicks and impressions.

Facebook, on the other hand has been used as a social media platform which has more to do with a prospect’s personal taste, likes and preferences. The platform is best fitted to screen the consumer group who can be targeted through their behavioral patterns. With the benefit of experiencing heavy traffic from different demographics, Facebook is leveraging its targeting abilities to transform itself into an optimum business platform. Advertisers have observed it to have a better Click Per Advertisement rate fostered by an efficient algorithm, cost effectiveness and ad variety. The platform is considered more personal than LinkedIn.

Both the networks have strengths along with their respective engagement rate and reach in order to target various B2Bs. They both provide a platform to interact with industry experts, get tips from them and create a two way communication which provides the best opportunity for businesses to set themselves up for success.

Disclaimer: The views expressed in the article above are those of the authors' and do not necessarily represent or reflect the views of this publishing house

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