| What is the value of LinkedIn over Facebook in | | | | beyond a "resume" like profile as Facebook does. |
| business? Is there a difference? When do you use | | | | - Versatility. Facebook enables you to set up a |
| one or the other or both? I've discovered that | | | | personal profile, a professional profile, a business page |
| some businesses prefer LinkedIn; some | | | | or a fan page. You have all kinds of choices for |
| prefer Facebook and some use neither. In this | | | | putting yourself and your business in front of your |
| article we'll take a look at the two platforms to help | | | | customers. People like to feel part of a business. |
| you distinguish which is best for you. | | | | You can enable that by setting up a fan page for |
| The ultimate decision about which social network to | | | | your business or for a unique product that you |
| use lies with your company culture, goals and | | | | offer. LinkedIn only offers one type of profile. |
| customer. Nonetheless, it's important to recognize | | | | - Facebook ads. For business Facebook gives you the |
| that you cannot choose "none of the above," if you | | | | opportunity to purchase a pay-for-click ad to target a |
| want to survive the new digital economy. | | | | unique niche. These ads are extremely cost |
| Therefore, the question is which do we choose and | | | | effective because you only pay when someone |
| how do we begin? | | | | clicks, and you can restrict how much you'll pay |
| This post will help you begin to distinguish between | | | | each given month. |
| the value of LinkedIn for business and the value | | | | Value of LinkedIn to Business |
| of Facebook for business. In a previous article, I | | | | - Search Options. On LinkedIn if you have a |
| looked at Facebook vs. Twitter. | | | | significant number of followers, you can gain access |
| It helps to understand the evolution of these two | | | | to people in certain jobs, industries and/or groups |
| platforms to get an idea of what works best for | | | | that you would otherwise never have. Unlike |
| each. Facebook began as a social networking tool | | | | Facebook which only allows you to search friends. |
| for college students. Launched in 2004 in response | | | | LinkedIn lets you search for companies, jobs and |
| to MySpace which linked young people together | | | | answers to questions, as well as for people. For |
| throughout their high school years, Facebook | | | | salespeople the ability to search companies and locate |
| targeted the student entering a college campus. In | | | | additional network connections within those |
| the early days it was a highly social network, similar | | | | companies gives you a competitive advantage over |
| to MySpace. | | | | others not using LinkedIn to the fullest. |
| LinkedIn began, not as a social network, but as a | | | | - Gain Expert Status or Credibility in your field. When |
| business network. In contrast to Facebook, | | | | LinkedIn began, the Question/Answer section of the |
| LinkedIn disallowed opportunities to post photo | | | | site was a powerful place for you to showcase your |
| albums or to converse freely with the contacts. In | | | | knowledge. You could either post a question to the |
| the early days, the founders of LinkedIn saw an | | | | entire LinkedIn population or to segments of the |
| opportunity to create a social media site that was a | | | | network. You could answer questions other people |
| little less "social" and a little more "professional." | | | | posted. Many members answered questions and |
| Even though LinkedIn has expanded with applications | | | | became experts in that area. Updated and |
| to allow for many of the things we can do on | | | | expanded functions on LinkedIn enabled members to |
| Facebook and Twitter, it maintains its identity as a | | | | ask and answer questions within specific groups in |
| professional networking community. The | | | | which they are members. By becoming an active |
| restrictions for connection with people on | | | | giver of information, you create credibility and trust |
| LinkedIn are tighter than either Facebook or | | | | with a wide range of people. Businesses who use this |
| Twitter. Those restrictions have been loosened in | | | | widely create visibility and credibility for their |
| recent years, but you still must say how you know a | | | | business. This is one of the most powerful uses of |
| person before you can connect. | | | | LinkedIn. |
| In the early days LinkedIn began as a job search | | | | - Recommendation function. LinkedIn gives you a |
| resource whereas Facebook began as a social site | | | | great opportunity to showcase the value of your |
| for college students. Headhunters as well as human | | | | features without advertising. Businesses who use |
| resource professionals used LinkedIn to identify | | | | the recommendation section wisely do just this. |
| potential candidates. LinkedIn still serves this purpose, | | | | LinkedIn requires three recommendations to |
| but it has grown to be a lot more than a hotbed for | | | | complete your profile. Many businesses place many |
| people looking for jobs. A strong professional | | | | more than three. We caution, however, to make |
| network of trusted connections gives you a career | | | | sure your recommendations give an accurate picture |
| advantage. Furthermore, the ability to quickly gain | | | | of the value of your services. Think of them as |
| access to information and resources in this global | | | | LinkedIn's way to advertise. |
| economy will give you a significant competitive edge. | | | | - Visibility of Blog posts. Using one of the blog |
| If you see LinkedIn as merely a place for job | | | | posting applications included with LinkedIn, you can |
| hunting, you've missed a lot! | | | | publish your blog posts directly to your LinkedIn |
| Knowing how the two platforms began helps you | | | | profile and to any and all of your groups. This |
| understand the strengths of each and how you | | | | feature enables you to give your blog much broader |
| might best capitalize on those strengths. | | | | visibility across the LinkedIn network. Instead of |
| Value of Facebook to Business: | | | | merely posting your blog to your profile or on the |
| - Primarily a social site. On Facebook you can share | | | | status update as is the case with Facebook, you can |
| as much or as little personal information as you'd | | | | post it to an unlimited number of groups within your |
| like. You can post photos of yourself and your | | | | profile and you can niche your blog posts. In my |
| family or of your company and employees. | | | | case, instead of posting to just 350 friends on |
| Facebook gives you an opportunity to create a | | | | Facebook, my blog post could go to 30,000+ people |
| personal as well as professional profile of who you | | | | in my LinkedIn group network. Often, I don't send |
| are. People learn more about you as a person. In | | | | the post to all my groups, just those groups where I |
| sales we talk about the know, like and trust factor | | | | think there's an interest. |
| before a sale is made. Businesses that focus on | | | | There are many more value differences between |
| other businesses (B2B) as clients understand this | | | | LinkedIn, Facebook and the other social networks. |
| factor. Facebook gives you a great opportunity to | | | | Ultimately, you must look at each platform and |
| let down some barriers and help your business | | | | decide how you can create a social media strategy |
| customer learn more about you. LinkedIn does not | | | | for your business. |
| provide as much freedom for knowing the person | | | | |