In its annual social media survey, Social Media Examiner learned that Facebook has superseded LinkedIn as the most important social media platform for B2B marketers for the first time ever.
Clearly, Facebook dominates in the B2C space (72% of marketers select it as their number-one choice). However, for B2B marketers, Facebook also grabs the most important slot, surpassing LinkedIn. Changes since 2016: For the first time in the history of the study, Facebook has passed LinkedIn as the most important platform for B2B marketers. LinkedIn dropped from 40% to 37% and Facebook rose from 37% to 43% for B2B marketers. You will need to sign up to download the report, which contains a lot more information.
Now, if you're wondering WHY Facebook is beating LinkedIn, that's a different story. According to Beacon.com, both are valid B2B plays, but Facebook had recently been overlooked somewhat because it wasn't seen as a serious business marketing platform. Then B2B marketers began realizing businesses are made up of people. And people are on Facebook. Lots and lots of them.
Facebook as 236 million active US users, versus LinkedIn's 128 million. So there's that. What's more, Facebook enjoys a longer average dwell time than LinkedIn. As you might suspect, there's lot's more to this analysis. If you want dive into those details, you can do so here: