LinkedIn company pages: the untapped opportunity for SMBs
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LinkedIn Company Pages: the untapped opportunity for SMBs Data & survey results of SMB’s social media usage in the US Aug. - Nov. 2013
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17-Oct-2014 -
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Business
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Small and mid-size businesses (SMBs) massively use social media as a digital marketing tactic. But at Scoop.it we wanted to understand: how do they use social media? What are their key opportunities? We surveyed more than 3,000 SMBs over several months - inside and outside the Scoop.it user base. We asked questions, collected behavioral data and discovered intriguingfindings which we plan to release in several parts. The first lesson we learned is that LinkedIn Company Pages seem to be a major opportunity not yet leveraged by many SMBs. Though LinkedIn is THE business social network, SMBs still don't see their future on LinkedIn yet. They don't seem to have the time, the content or the analytics tools they need to take advantage of LinkedIn Company Pages as an important marketing opportunity. Here are details on why and how to help them fix that.
Transcript of LinkedIn company pages: the untapped opportunity for SMBs
LinkedIn Company Pages: !the untapped opportunity for SMBs
Data & survey results of SMB’s social media usage in the US Aug. - Nov. 2013
We know SMBs massively use social media.
But we wanted to know how.
So we surveyed more than 3,000 SMBs over several months:
Among Scoop.it users Outside of Scoop.it user base We asked questions We collected behavioral data We cross-checked with our own
data (for Scoop.it users)
SMBs want leads, traffic and brand awareness
What are the goals of your social media presence?
Develop my company's brand.
Generate business sales leads.
Drive traffic to my Web site.
Show thought leadership.
Recruit new employees.
59%
58%
57%
37%
29%
Which should be a perfect match with LinkedIn
People are 50% more likely to purchase from a company they interact with on LinkedIn.
(source: LinkedIn)
+50%
58% 22%
10% 10%
But even though LinkedIn is !the business social network…
Which social media will be the most valuable for your company in the next 12 months?
58% 22%
10%
10%
But even though LinkedIn is !the business social network…
Which social media will be the most valuable for your company in the next 12 months?
…SMBs see their future on Facebook and Twitter
Why?
61% have a
LinkedIn Company
page
Share of SMBs with an existing LinkedIn company page
Most SMBs already are actually on LinkedIn
61% have a
LinkedIn Company
page
Share of SMBs with an existing LinkedIn company page
But as their company pages are created for them automatically, few actually know about that.
Facebook page Twitter account LinkedIn company page
Google+ company page
Does your company have the following social media presence?
38% 75%
50% 36%
SMBs confess they don’t update their !LinkedIn company pages enough
Facebook page Twitter account Google+ company page
LinkedIn company page
?
% of SMBs with a presence on that social network who says they update daily or weekly
66% 54%
37% 37%
But it’s even worse than they think
18% effectively update
daily or weekly
Facebook page Twitter account Google+ company page
LinkedIn company page
% of SMBs with a presence on that social network who says they update daily or weekly
66% 54%
37% 37%
Much worse
18% effectively update
daily or weekly
Facebook page Twitter account Google+ company page
LinkedIn company page
97 days on average since last update
on LinkedIn
% of SMBs with a presence on that social network who says they update daily or weekly
66% 54%
37% 37%
Even though they see the value of updating their company pages often
What’s preventing you from updating your LinkedIn page more often?
33% don’t see the value
67% have other reasons
SMBs who publish lack time or impacting content to publish
What's preventing you from updating your LinkedIn Company page more often?
I can't measure the impact.
I don't have enough content to publish.
I don't have time.
It's not supported by my social media tools.
I don't have the skills internally.
42%
41%
37%
25%
20%
So they stick to mostly posting about themselves
What type of content do you publish on your LinkedIn company page?
I publish product/company updates.
I publish sales promotions.
I publish industry news.
I share my vision of the market through thought leadership pieces.
I post job openings.
74%
63%
53%
53%
46%
And break the 4-1-1 rule for high engagement
“For every 1 self-serving post, you shall reshare 1 relevant post and share 4 pieces of relevant content written by others.”
4 Other people’s content
1 Re-sharing from others
1 Self -serving
(Joe Pulizzi – Content Marketing Institute)
Help!
Publishing by curation can help
“I don’t have enough content to publish”
Complement your own content with relevant curated pieces
Publishing by curation can help
“I don’t have time”
Leverage content curation tools to automate content sourcing
Publishing by curation can help
“I can’t measure the impact”
Use social analytics to easily measure engagement and content impact.
1 Discover
How Scoop.it works: Save time sourcing content
Get fresh, relevant content easily.
Our semantic algorithm crawls 10M+ Web pages/day so you don’t have to.
2 Enrich
1 Discover
Make it yours
Edit your content.
Enrich it with your insight.
Publish it in 1-click.
3 Share
2 Enrich
1 Discover
Be discovered everywhere
All your online presence: - Your Web sites - Your social networks - Your blogs - Your newsletters
+Your Scoop.it content site
And today…
And today…
3 Share
2 Enrich
1 Discover
Scoop.it integrates LinkedIn company pages
Profiles Groups Company Pages New
Content curation helps
18% effectively update
daily or weekly
97 days on average since last update
on LinkedIn
Content curation helps
Scoop.it users publish 19 posts / month on average to their social networks
Content curation helps
Integrated content & social analytics
Get started today
Sign up for free at http://scoop.it
Connect your LinkedIn company page at http://www.scoop.it/share/configuration
