Facebook VS LinkedIn - Which is best for business?
Facebook, LinkedIn, Twitter, Instagram, Snapchat, the list goes on. With so many social media channels out there now it can be difficult to choose which is the best for your business. We’ve looked before at Twitter and Instagram so today we’ve decided to shed some light on LinkedIn and it’s potential value over Facebook.
Both LinkedIn and Facebook are “people-based”. They provide huge opportunity to reach a potential audience. 78% of people say they have discovered products on Facebook meanwhile LinkedIn is the most effective platform when it comes to delivering content and securing audience engagement.
So which should you choose for your business?
1. Let’s take a look at the numbers
Facebook boasts an astonishing 2.38 billion active users globally while LinkedIn’s user-base is roughly only 630 million people. LinkedIn tends to have a more professional clientele but one stat that might shock you is the primary age group of it’s user-base. The largest age group on LinkedIn is the 18 to 24 age group where as the fastest growing demographic on Facebook is the 65+ age category.
When it comes to time spent on the sites Facebook seems to have the edge yet again. On Facebook, people spend around 35 minutes a day scrolling through their feeds and engaging with their friends, whereas LinkedIn users spend just 17 minutes a month using the site. With that said, LinkedIn tends to be used with more of a purpose - its users tend to be looking to find and engage with content whereas Facebook leads to a lot of mindless scrolling!
2. Leads vs Sales
Let’s start by identifying the difference between leads and sales. It may seems obvious to some but the difference is important.
Leads are generally form or phone call based conversions. They are not a direct sale. Sales = direct sales. Someone purchases something off you immediately, no need to get in touch as a lead beforehand.
If we take a look at Demand Wave’s State of B2B Digital Marketing report , it’s clear that LinkedIn is the number one social network for lead generation for businesses. Facebook, however, can work better as a direct sales tool. Selling your handmade candles? Facebook will probably be best for you. Looking to generate business to business SasS leads? LinkedIn might have the edge.
LinkedIn and Facebook both have groups features but the features of each tend to be used for slightly different things. You’ll find more advice and “non sales” related groups on LinkedIn and you’ll find more local sales and networking groups on Facebook. You’ll also find the people using these groups will often have a different mindset. LinkedIn users are likely to have a “work-related” mindset - they may even being using the groups during work hours to research and education.
In Facebook Groups, on the other hand, you’ll find people are more likely to share their personal opinions — they’ll talk about everything from lifestyle and food, to politics and hobbies.
4. Paid Ads
Both Facebook and LinkedIn offer a range of ad types and targeting options for businesses.
With both Facebook and LinkedIn you can target people based on job title, general interested, company and location. But you can dig a little deeper on Facebook with the option to target users depending on their life milestones, behaviour, and more personalised information.
When it comes to cost; Facebook is generally cheaper than LinkedIn. LinkedIn CPC’s (cost per click) can be pricey but should still offer a good ROI if you’re using it in the right way and for the right product or service.
Ultimately it down to you to decide which platform is best for you. If you’re unsure we’d advise you speak to a professional who can guide you in the right direction. We’d be more than happy to have a quick chat to help you out, just use the Botton below.