How can we forget the chatrooms which the internet used to enter our daily life? Giving us the opportunity to talk to people from anywhere in the world at any time under a pseudonym or with our name in order to connect, learn and exchange information. We used to run the risk of losing contact with the person at the end of the chat session, unless we exchanged emails which, of course, rarely happened.
Today we have social networks, this contact groups that we can keep at any time. However each of these networks have their own vision, audience and objective, today Facebook and LinkedIn have entered into a struggle for engagement that is starting to get serious.
Talking about B2B
It sounds weird when we talk about the engagement struggle between LinkedIn, a network with a very closed audience and Facebook, the social media monster, although these two networks have something in common: they let companies create connections, either between clients and companies or companies with other companies to make partnerships.
But let’s go back a bit, Facebook has 2.2 billion users, 1 billion of which, uses Facebook Messenger, while LinkedIn has a total of 575 million users, which gives Messenger an advantage, but what about the quality of each platform?
Let’s talk about the groups that exist in each network. While Facebook groups are out there and often exposed in the timeline itself, LinkedIn gives us a sense of secrecy, this is because when browsing its timeline, the option of joining a group is not there, we have to look for them, however, activity in these groups lacks of notifications.
In terms of conversions, Facebook groups and network engagement econvert 26% of the time, keeping the CPC quite accessible for any business, while on LinkedIn the prices rise notably because of the 6% of conversions that the ads of the network provide.
And the other networks?
Nowadays the most popular networks can work for B2B contact, however, the only one that audiences detect as a more professional space is LinkedIn. Despite Google and Facebook’s “Jobs” section as part of their main features, a lot of people don’t even know about that option, while on Facebook not many log in looking to find a job, which makes the popularization of the new sections very difficult.
As we have said many times, for advertisers the diversity of social networks give us the opportunity to choose the best strategy for our audience, but the important part is to keep up with the updates of each channel to be able to add them to our marketing strategies. LinkedIn is a good network to make business contacts, but it’s still not close to the price and engagement of other social networks. The constant updates might help, but for now focusing on Facebook ads, will give us better results.