B2B and B2C companies are getting better every day about accepting and integrating social media into the workplace. So far, LinkedIn takes first place – not surprising, as it is an excellent professional networking community. The following study shows some recent findings about the percentage of companies using each of the most popular networks.
What social network (or networks) does your company use most?
Facebook vs LinkedIn: Analysis of corporate adoption rates of established social network
A look at differing b2b and b2c adoption rates
One of the first obvious conclusions is the wide discrepancy in adoption rates between b2c and b2b companies. LinkedIn is the most used network by b2b companies – with 88% of respondents using the network. This is hardly a revelatory finding, considering the exclusive focus on attracting business users. The ability to identify and message individuals and groups from a variety of business communities has evidently appealed to b2b social media practitioners. Following close on the heels of LinkedIn’s popularity is Twitter, with an 87% adoption rate.
In third place, with 81% of the vote, is Facebook. With over one billion members, Facebook’s sheer scale makes it a hard network to ignore, though the under-developed nature of the platform’s employment profiling, and the overwhelming focus on personal relationships makes the platform drop down the ratings when we ask respondents to choose the most useful network for them. Only 17% chose Facebook. LinkedIn came top, though the relatively small 37% of respondents shows that B2B social media has diversified to an extent.
The same cannot be said for b2c companies. Facebook’s focus on personal relationships has made it an even more useful network for those companies looking to sell to individual consumers rather than companies. An enormous 65% of b2c companies rank the network as the most useful, while adoption rates are at 97%. Twitter is second on both adoption (83%) and usefulness (17%).