The niche of LinkedIn vs. the mass of Facebook
LinkedIn has traditionally been known as a career-focused tool, while Facebook is widely-known as a social media hegemon. However, marketers can flip the script by engaging both as part of a branding and marketing strategy. Each network comes with different pros and cons, but it appears that the narrow focus of LinkedIn might actually be more beneficial for branding purposes.
According to Inc., Facebook is a company that tries to be all things to all people, while LinkedIn focuses on niche audiences. As a result of this, LinkedIn has more successfully fostered a loyal customer base with active users, while Facebook has emerged as something of a tolerable convenience rather than something beloved by its consumers. LinkedIn might not be deemed to be "cooler" by the mass audience, but it is functional and reliable, something that marketers can really appreciate.
"LinkedIn is a pioneer in harnessing the power of social media and brands can benefit tremendously from participating in this networking of leading professionals," Michael Mendenhall, the Chief Marketing Officer at HP, told LinkedIn.
Marketing to this network of leading professionals, by creating targeted and personalized ads with niche messages and defined functions, can prove to be a boon to branding executives, as opposed to the loosely-defined structure of Facebook.