Just over 4 out of 5 of the nation’s fastest growing companies say they favor LinkedIN as the social tool of choice, outpacing the second favorite tool – Facebook – by 14 percentage points.
At least, that’s the findings of a study of Inc. Magazine top 500 companies conducted in 2012 by the University of Massachusetts-Dartmouth’s Center for Marketing Research.
“The platform most utilized by the 2012 Inc. 500 is LinkedIn with 81% of companies using it,” according to the study. “It has replaced Facebook as the tool of choice for these fast growing companies.
“The use of Facebook dropped 7% in the past year while both LinkedIn and Twitter have gained users. In 2011, Facebook was being used by 74% of the Inc. 500 and Twitter by 64%. In 2012, 67% of the Inc. 500 used each of them. 28% are now using Foursquare and 18% use Pinterest.”
The study did not mention Google+ but noted a sharp decrease in YouTube use, down 15 percentage points from 2011 to 2012, and the use of Foursquare, up 15 percent, was a sharp increase.
The study did not speculate about why these surveyed companies preferred LinkedIN as the favored SoMe tool but the findings must be good news LinkedIN which has made no secret about its plans to build into the platform private enterprise networks.
The use of corporate blogging jumped 7 percent in 2012 to 44 percent. The majority of companies surveyed also said they plan to decrease or hold steady the amount of money they plan to spend on social media.
And only one-third of companies said they could adequately determine a return on investment for their social media expenditures.