Is LinkedIn important for PR?
According to a report by Forrester, LinkedIn falls flat on consumer engagement. It found that it doesn’t drive the same depth of social relationships as social networks, despite having over 300 million members.
But, is this really shocking to anyone? It definitely wasn’t to me, which made me wonder how important it really is for PR.
The Forrester report stated that 21% of US adults visit LinkedIn monthly, compared to 70% of adults who Facebook. But, is this an unfair measurement?
Facebook was made purely for social reasons and has a completely different target market and audience than LinkedIn.
Most people I speak to use LinkedIn purely for business/professional reasons. Those who have used LinkedIn to engage with people, do so privately. But what about using it as PR for brand?
Once you’ve bought a product, most members of LinkedIn don’t go straight onto their profile and follow that brand, whereas you are more likely to on Twitter. LinkedIn isn’t used enough to create a lasting relationship with brands or companies.
The article I read suggested that marketers should be using LinkedIn to boost brand awareness rather than for engaging with customers. But this all comes down to what kind of company you are and who you are targeting.
If your main audience are newly engaged couples – LinkedIn is obviously not going to help you. If your brand is relevant to professionals then you should obviously be using LinkedIn but so many brands aren’t.
I do strongly believe that LinkedIn is still important to PR – but only for those companies who have time to invest into it. Twitter and Facebook are used to engage with potential customers and create that lasting dialogue and relationship – so if you are going to put LinkedIn into the same category then you HAVE to engage with your members.
Social media is one of the most effective tools within marketing and PR but you have to invest time into it. LinkedIn IS still relevant, but firstly define your audience and find out where they are looking.Not sure whether you should be using it or not? Get in touch and we will let you know!