LinkedIn Falls Flat on US Consumer Engagement

LinkedIn Falls Flat on US Consumer Engagement

Just 13 percent of digital marketers in US use LinkedIn to drive customer engagement, despite the social networks growing professional base of 300 million members.

And perhaps for good reason: new Forrester research shows less than one half of US online adult LinkedIn members engage (i.e. friending, following, liking, or subscribing) with brands, compared with over 70 percent of Facebook’s members.

Only 21 percent of US online adults visit LinkedIn at least monthly, according to a new Forrester survey of nearly 65,000 respondents. This is significantly lower than the percentage of monthly Facebook users, and marginally higher than the percentage of monthly Google+ users. Having fewer active users makes it difficult for brands to nurture relationships with members.

Forrester_LinkedIn_Social Reach

That said, LinkedIn’s recent efforts to make the site “stickier” by publishing more professionally relevant content, coupled with its investment in mobile, could help boost members’ activity levels.

According to Forrester, marketers should think of LinkedIn as a social reach tool, rather than a relationship building network, in order to build awareness and drive brand preference.




Please login with linkedin to comment

magazine apps Nestle Online ads REBORN

Latest News

The Mars Agency Announces Latest Findings Of Retail Media Report Card
  • Advertising

The Mars Agency Announces Latest Findings Of Retail Media Report Card

The Mars Agency has developed a scorecard that assesses the capabilities of leading platforms across key criteria required to optimally plan, execute, and measure effective retail media programs. The scorecard aims To help brands efficiently evaluate their spending options across retail media networks in Australia (and New Zealand). With spending on retail media advertising in […]

TV Ratings (27/03/2024): Jungle Members At War Over Concealed Lipstick
  • TV Ratings

TV Ratings (27/03/2024): Jungle Members At War Over Concealed Lipstick

A heated argument between two jungle members did the numbers for Ten last night, with I’m A Celeb obtaining a total national reach of 1,282,000. Fans were delighted as Candice Warner and influencer Skye Wheatley got into it over a stick of lipstick, leading Warner to dub the Instagram star “selfish.” Wheatley, best known for […]