It’s LinkedIn vs. Facebook … which social media platform is better for your business? The answer may surprise you.
While the two platforms look alike (and many on LinkedIn complain Facebook-type posts are “taking over”), they each have distinctive drawbacks and benefits.
Let’s explore them, shall we?
B2B vs. B2C
Whether you’re business-to-business (B2B) or business-to-consumer (B2C) may impact which platform you choose. LinkedIn is set up for B2B engagement while Facebook is set up for B2C. There are, however, circumstances where the scenarios flip. The key is understanding why your audience is on either platform.
Let’s say, for example, you are targeting individuals working with a network marketing company. Even though that is a B2B initiative, Facebook would be an ideal spot to find your target since many network marketers use Facebook as away to drive business.
If you are a B2C business but your target is specific to a professional segment, however, LinkedIn may work for you. A product for executives or service for business travelers are two examples.
If you’re looking to leverage paid advertising for your product or service, it’s important to know the differences between Facebook and LinkedIn.
Facebook has a more robust platform and is far cheaper than LinkedIn. You can re-target using Facebook ads by implementing a pixel on your website and creating custom audiences of those who clicked through to earlier ads.
You can also upload your email list to Facebook, target those individuals who already like your page (and their friends), or those who have engaged with your posts.
Where LinkedIn edges out Facebook is in the B2B space. If you’re pushing an ad to all C-level employees or you’re selling a big ticket business item, LinkedIn may be a better option.
The thing to know with LinkedIn advertising is that it’s much more expensive ($3-5 per click) than Facebook, so you want to have a specific objective before you give it a try.
The News Feed
LinkedIn is a much better platform for organic engagement since it doesn’t carry the dreaded Facebook algorithm. Being seen on LinkedIn is far easier (at least for now) with organic posts, though the platform did make more difficult to gain traction with native posts.
If you’re just starting on Facebook, you can expect to leverage advertising for initial likes on your page unless you have a large, relevant network to leverage. One rule applies for both platforms: create content users engage with (like, share, comment) and it will be seen.
One significant benefit for businesses on LinkedIn over Facebook is the search function. This comes down to the way people use LinkedIn compared to Facebook and the function itself.
LinkedIn’s search function is enough of a reason to have an optimized profile for yourself and your team members, especially if you are a B2B. Let’s say I’m looking for a business coach. Where am I likely to search? LinkedIn would be my No. 1 spot, without question.
Not only do I find a variety of coaches I can choose from, I can see if I have any common connections to attain a reference or get an introduction.
Local vs. Online
Local businesses must be on Facebook without question, whether you’re a B2B or B2C.
Since you’re local, you can leverage your personal network to extend the reach of your business page. This shouldn’t be done all the time (you don’t want to drive your personal network crazy), but in calculated spots (Think a local coffee shop asking friends to share photos on their personal profiles).
Facebook advertising is also ideal for local businesses. Just about everyone enters where they live into their personal profile, making it a cakewalk to target potential customers at a low cost.
There is still a benefit to being on LinkedIn as a local business, but being on Facebook is a must.
Deciding where to focus your online marketing attention can be a tough decision: do you go with what’s most popular or what you know best?
The answer is neither: you go with the best fit for your business. Facebook or LinkedIn will be a fit for your business … it’s just a matter of finding out if it’s one, the other, or both.