LinkedIn – on the way to B2B Facebook
As once on Facebook, being there is everything on LinkedIn, and the number of members has grown accordingly over the past few months. The platform is continuously increasing its popularity among professionals in the German-speaking region. With 15 million registered users at the end of May 2020, LinkedIn remains second in the ongoing competition compared to Xing with 17.5 million, but the feeling creeps that there is more and more important going on at LinkedIn. Marketing and communications managers considering how to increase the company’s reach on social media ask themselves: What role does social media play and what role does LinkedIn play in employees?
Results of an employee survey on social media:
We, therefore, initiated the employee survey in a medium-sized B2B software and hardware company and implemented it. The results provide information about the importance of individual platforms and LinkedIn in detail. In this way you empirically secure the famous gut feeling:
- 41% of respondents said that social media are useful for the job and provide valuable information.
- LinkedIn is the utmost prevalent communal network for business tenacities. It is used by 66% of the respondents and 93% use it at least once a week, 41% of them even daily, and 33% several times a week.
- Very few people on Facebook want to be confronted with professional content: 97% of those surveyed who are on Facebook use it exclusively or mainly for private purposes.
- WhatsApp dominates messengers with 84%, Telegram follows with around 23%, other messengers account for 17%.
- The following generally used social media platforms are YouTube (68%), LinkedIn (66%), Instagram (47%), Pinterest (24%).
It is astonishing that 20% still state that they actively use blogs. Blogs confirm their role as permanently undead on the web: often declared dead, but simply not to be killed. That’s a long-tail argument for corporate and private blogs, I would say.
Despite Donald Trump lagging far behind, Twitter lands at 18% and thus confirms its low importance for the general public in Germany (only 1.4 million active daily according to ARD / ZDF online study). Twitter remains a bubble for politicians and communicators in Germany. The latter should not underestimate Twitter, however, as Twitter remains important, especially for opinion makers and influencers, also in the B2B environment. At least 42% use Twitter mostly for work.
Snapchat (6.1%) and Tiktok (4.4%) did not play a role in the survey, which is probably also due to the age at which the employed are.
The three reasons for LinkedIn: contacts, contacts, contacts
57% of the respondents consider LinkedIn to be necessary or often helpful for their function in the company. 30% said that LinkedIn was sometimes helpful. When asked why LinkedIn is considered helpful, the following was answered in the order of priority:
- Network with contacts
- Find useful contacts
- Find information about contacts
LinkedIn is also seen as helpful for finding information about companies and getting involved in groups.
LinkedIn is essential for businesses
Regardless of whether a company already has strong roots in the German-speaking region (“DACH”) or wants to beat them here: LinkedIn is increasingly indispensable in order to be successful on social media. Now it is important to use the presence of the employees there to increase the reach and intensity of your own messages. However, the authenticity and credibility of your own employees associated with the personal appearance should not be restricted or even damaged. Employees who stage their personal appearance as the company’s advertising pillar and share company content without being inspired will do little good for themselves and their employer’s reputation in the long term. Brand ambassadors (or corporate influencers) act as independent experts in their field and with their own opinions.
We support you and your company in developing a social media strategy, including the analysis of existing channels and activities. To do this, we research influencers for you in the B2B environment, which we include in the context of social media activities. We also develop strategies and recommend tools to increase employee engagement for the company on social media.