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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
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.

59%

Generate business sales leads.

58%

Drive traffic to my Web site.

57%

Show thought leadership.

Recruit new employees.

37%

29%
Which should be a perfect match with LinkedIn

+50%
People are 50% more likely to purchase from a
company they interact with on LinkedIn.
(source: LinkedIn)
But even though LinkedIn is !
the business social network…

10%
10%

22%

58%

Which social media will be the most valuable for your company in the next 12 months?
But even though LinkedIn is !
the business social network…

10%
10%

22%

58%

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?
Most SMBs already are actually on LinkedIn

Share of SMBs with an existing
LinkedIn company page

61%
have a
LinkedIn
Company
page
But as their company pages are created for them
automatically, few actually know about that.

Share of SMBs with an existing
LinkedIn company page

Does your company have the following
social media presence?

38%

61%
have a
LinkedIn
Company
page

75%
50%
36%

Facebook page

Twitter account
 LinkedIn company Google+ company
page
page
SMBs confess they don’t update their !
LinkedIn company pages enough
% of SMBs with a presence on that social network
who says they update daily or weekly

66%
54%
37%

Facebook page

37%

Twitter account
 Google+ company LinkedIn company
page
page

?	
  
But it’s even worse than they think
% of SMBs with a presence on that social network
who says they update daily or weekly

18%
effectively update
daily or weekly

66%
54%
37%

Facebook page

37%

Twitter account
 Google+ company LinkedIn company
page
page
Much worse
% of SMBs with a presence on that social network
who says they update daily or weekly

18%
effectively update
daily or weekly

66%

97

54%
37%

Facebook page

37%

Twitter account
 Google+ company LinkedIn company
page
page

days on average
since last update
on LinkedIn
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.

42%

I don't have enough content to publish.

41%

37%

I don't have time.

It's not supported by my social media tools.

I don't have the skills internally.

25%

20%
So they stick to mostly posting about themselves
What type of content do you publish on your LinkedIn company page?

74%

I publish product/company updates.

63%

I publish sales promotions.

I publish industry news.

53%

I share my vision of the market through thought
leadership pieces.

53%

I post job openings.

46%
And break the 4-1-1 rule for high engagement

4

1

Other people’s
content

Re-sharing
from others

1
Self -serving

“For every 1 self-serving post, you shall reshare 1
relevant post and share 4 pieces of relevant content
written by others.”
(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.
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.

1
 Discover
Make it yours

Edit your content.
Enrich it with your insight.
Publish it in 1-click.

2
 	
  Enrich
1
 Discover
Be discovered everywhere

3
 	
  Share
2
 	
  Enrich
1
 Discover

All your online presence:
- Your Web sites
- Your social networks
- Your blogs
- Your newsletters
+Your Scoop.it content
site
And today…
And today…
Scoop.it integrates LinkedIn company pages

3
 	
  Share
2
 	
  Enrich
1
 Discover

Profiles
Groups
New	
   Company Pages
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

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LinkedIn company pages: the untapped opportunity for SMBs

  • 1. LinkedIn Company Pages: the untapped opportunity for SMBs Data & survey results of SMB’s social media usage in the US Aug. - Nov. 2013
  • 2. 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)
  • 3. SMBs want leads, traffic and brand awareness What are the goals of your social media presence? Develop my company's brand. 59% Generate business sales leads. 58% Drive traffic to my Web site. 57% Show thought leadership. Recruit new employees. 37% 29%
  • 4. Which should be a perfect match with LinkedIn +50% People are 50% more likely to purchase from a company they interact with on LinkedIn. (source: LinkedIn)
  • 5. But even though LinkedIn is ! the business social network… 10% 10% 22% 58% Which social media will be the most valuable for your company in the next 12 months?
  • 6. But even though LinkedIn is ! the business social network… 10% 10% 22% 58% Which social media will be the most valuable for your company in the next 12 months? …SMBs see their future on Facebook and Twitter
  • 8. Most SMBs already are actually on LinkedIn Share of SMBs with an existing LinkedIn company page 61% have a LinkedIn Company page
  • 9. But as their company pages are created for them automatically, few actually know about that. Share of SMBs with an existing LinkedIn company page Does your company have the following social media presence? 38% 61% have a LinkedIn Company page 75% 50% 36% Facebook page Twitter account LinkedIn company Google+ company page page
  • 10. SMBs confess they don’t update their ! LinkedIn company pages enough % of SMBs with a presence on that social network who says they update daily or weekly 66% 54% 37% Facebook page 37% Twitter account Google+ company LinkedIn company page page ?  
  • 11. But it’s even worse than they think % of SMBs with a presence on that social network who says they update daily or weekly 18% effectively update daily or weekly 66% 54% 37% Facebook page 37% Twitter account Google+ company LinkedIn company page page
  • 12. Much worse % of SMBs with a presence on that social network who says they update daily or weekly 18% effectively update daily or weekly 66% 97 54% 37% Facebook page 37% Twitter account Google+ company LinkedIn company page page days on average since last update on LinkedIn
  • 13. 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
  • 14. 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. 42% I don't have enough content to publish. 41% 37% I don't have time. It's not supported by my social media tools. I don't have the skills internally. 25% 20%
  • 15. So they stick to mostly posting about themselves What type of content do you publish on your LinkedIn company page? 74% I publish product/company updates. 63% I publish sales promotions. I publish industry news. 53% I share my vision of the market through thought leadership pieces. 53% I post job openings. 46%
  • 16. And break the 4-1-1 rule for high engagement 4 1 Other people’s content Re-sharing from others 1 Self -serving “For every 1 self-serving post, you shall reshare 1 relevant post and share 4 pieces of relevant content written by others.” (Joe Pulizzi – Content Marketing Institute)
  • 17. Help!
  • 18. Publishing by curation can help “I don’t have enough content to publish” Complement your own content with relevant curated pieces
  • 19. Publishing by curation can help “I don’t have time” Leverage content curation tools to automate content sourcing
  • 20. Publishing by curation can help “I can’t measure the impact” Use social analytics to easily measure engagement and content impact.
  • 21. 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. 1 Discover
  • 22. Make it yours Edit your content. Enrich it with your insight. Publish it in 1-click. 2  Enrich 1 Discover
  • 23. Be discovered everywhere 3  Share 2  Enrich 1 Discover All your online presence: - Your Web sites - Your social networks - Your blogs - Your newsletters +Your Scoop.it content site
  • 26. Scoop.it integrates LinkedIn company pages 3  Share 2  Enrich 1 Discover Profiles Groups New   Company Pages
  • 27. Content curation helps 18% effectively update daily or weekly 97 days on average since last update on LinkedIn
  • 28. Content curation helps Scoop.it users publish 19 posts / month on average to their social networks
  • 29. Content curation helps Integrated content & social analytics
  • 30. Get started today Sign up for free at http://scoop.it Connect your LinkedIn company page at http://www.scoop.it/share/configuration