How Professionals Use LinkedIn

Most check the LinkedIn site several times a week, and use it for job searching, networking and hiring.
A month after its debut as a public company and eight years after its launch, LinkedIn in June 2011 passed Myspace to become the No. 2 social networking site in terms of visitors, according to comScore.
Marketers can gain perspective on how best to reach LinkedIn’s profession-focused networkers by analyzing how they use the site and where they interact. In July 2011, market research firm Lab42 surveyed LinkedIn users and found that the audience is highly engaged: 32% check the site several times a week and 35% check it daily.
Lab42 also found that 42% of users update their profiles regularly and 81% belong to at least one group. LinkedIn users are interacting with the site, which means they are also interacting with the companies on the site, as well as seeing the ads served there.
When it comes to the reasons why professionals use the site, employees act differently based on their position. Top level executives use the site mainly for industry networking (22%) and promoting their businesses (20%). Middle management professionals are more prone to use LinkedIn primarily to keep in touch (24%) with others, as well as for industry networking (20%). Entry level employees, not surprisingly, are using the site mainly for job searching (24%) and co-worker networking (23%).

Social Initiatives: B2B vs. B2C

B2Bs less experienced but more active
Both business-to-consumer (B2C) and business-to-business (B2B) companies are rapidly adopting social media, unable to ignore a major destination of Internet users. According to research from, however, the two types of firms have different social site usage patterns for business purposes.
The “2009 B2B Social Media Benchmarking Study” found that those B2B companies already using social media were much more active in the space than their B2C counterparts, especially when it came to microblogging, participating in discussions on third-party sites, blogging and monitoring company mentions on various social media. B2Cs were ahead in a few areas: social media advertising, user ratings and reviews, and online communities for customers and prospects.
B2B B2C graph a
Not only were B2B firms more likely overall to maintain a social network profile, they were managing profiles across more social sites and were significantly more likely to be present on Twitter, LinkedIn and YouTube. B2C companies won the day at Facebook and MySpace.B2B B2C graph b

B2B social media users were more active in measuring most social success metrics as well. Although B2C companies were slightly more likely than B2B firms to use revenues to gauge their efforts, more B2Bs were looking at Web traffic, brand awareness, and prospect lead quality and volume. Web traffic was the top metric for both types of company, however.
Six in 10 B2B respondents used Twitter search to monitor mentions of their company or brand, compared with just 35% of B2Cs. The difference in usage of Google Alerts was slightly smaller, at 59% of B2Bs versus 40% of B2Cs. Consumer-oriented firms were most likely to keep tabs on mentions via Google search, at 61%, just edging out B2B companies, 60% of which googled themselves for this purpose.