Like it or not, social media is a force to be reckoned with. According to the Pew Research Group, nearly two-thirds of Americans use social media and those numbers continue to climb. Personal use of social media is by far the largest sector. However, businesses are looking at how to successfully harness the power of social media marketing. As businesses develop social media strategies, LinkedIn is gaining recognition as a successful business-oriented platform.
When we think of social media, Facebook and Twitter tend to be the first platforms that come to mind.
LinkedIn now has 500 million users from more than 200 countries. Plus 10 million active job posts and data on more than 9 million companies. This platform deserves to be recognized as much more than a talent acquisition tool.
Businesses may find they are more successful when they focus their message on one or two platforms. LinkedIn is the third most commonly used social network for business owners. With 62% of business owners saying they use the platform and an additional 22% saying they intend to use it in the next year. LinkedIn has now topped Facebook as the #1 most important social media platform for B2B (business to business) marketers.
With the daily introduction of new apps, options and tools in social media, businesses are finding it hard to keep up with the newest trends. The social media environment is also one of information overload and businesses are finding it hard to stand out. Even if a business has a successful or well ‘liked’ campaign, it’s often difficult to tell if anything is being added to the bottom line.
Businesses are sharing that they may reach fewer people using LinkedIn, but the lead generation is much higher. Marketing strategies are 
meant to accomplish a goal and be able to show a return on investment (ROI). LinkedIn had an average conversion rate of 2.74% compared to Facebook’s .77% and Twitter’s .69%. making it a more effective platform for businesses to use.
Content marketing has been the theme for many social media platforms, but for businesses, building relationships are key. Businesses that focus on engagement and interaction will build trust. Trust builds relationships and relationships build business.
Each platform has its use. Facebook is for creating connections and personal fun. Twitter tends to be used for real-time conversations. LinkedIn is a business-oriented, social networking service which allows professionals to reach beyond their own regular circle of influence to engage others. LinkedIn can also be used for personal, professional and organizational development, recruiting and keeping up with industry trends.
LinkedIn can showcase your professional identity to help build your brand. As businesses continue to see the value in using social media, LinkedIn will continue to grow as the preferred business-oriented platform.