Recent revelations of Facebook's intended launch of Facebook at Work for business networking has drawn a lot of attention of late. Some might ask why go there? Why would Facebook splinter their focus from what has made them such a success? It is all about the data. Linkedin has amassed a great deal of information about our business selves and allows B2B advertisers to target ads like no one else, more than Google through Google + and our often anonymous search behavior, and certainly more than Facebook where I would bore my friends and family to tears by droning on about by business interests. And advertisers are increasingly tracking the value of their advertising dollars where Linkedin's B2B targeting is more precise and drives more engagement.
Facebook must be salivating over the potential. While Facebook knows more about our personal lives than anyone else and just a bit about our business selves by brands we might like or follow (mostly B2C), much of our business selves and B2B interests remain tucked away in our Linkedin profiles, connections and groups. I might share a brief mention of my employer or job title on Facebook, but few do, and details are sparse. I predict that B2B advertisers will help Linkedin realize increasingly larger percentages of revenue from B2B advertising as opposed to Linkedin's traditional career and recruiting revenue stream. Linkedin can target B2B customers like know one else and B2B marketers are picking up on the fact.
Whether or not Facebook can successfully attract significant numbers of individuals willing to share their business selves and enable the precise targeting that Linkedin has amassed will be interesting to see played out. Linkedin's momentum and my personal 1,000+ business connections on Linkedin tell me that most individuals will likely remain on Linkedin, preferring to keep their business selves separate, unless Linkedin stumbles and Facebook makes a compelling case to switch.
What do you think?
- SchlumbergerSenior Digital Marketing Manager, presentLast 13 years in various marketing roles in Schlumberger.
- Sierra Geophysics
- Phillips Petroleum
- West Virginia UniversityCurrently enrolled in Masters Degree Program in Integrated Marketing Communications, 2012 - present
- Pennsylvania State UniversityGeology
- University of HoustonGeology
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