Marketing Data RoundUp: LinkedIn seen as most important social network

LinkedIn Seen as Most Important SocNet

While Facebook has the highest engagement rate of the “big five” social networks (Facebook, LinkedIn, MySpace, Twitter, YouTube), the highest percentage of online consumers think having a LinkedIn account is important, according to an April 2011 study from ROI Research and Performics. The study found that 59% of online consumers rate having a LinkedIn account 4 or 5 on a five-point importance scale, compared to 53% giving this level of importance to having a Facebook account.

It is a significant jump from last year when only 41% of online consumers gave LinkedIn a four-or five-point importance rating, meaning this figure has grown 44% in one year.

Twitter, YouTube Also Beat Facebook

Twitter (58%) and YouTube (55%) also had a higher percentage of online consumers ranking them as important, the study found. Interestingly, although MySpace is widely regarded as having lost significant importance to consumers in the last several years, its importance percentage tied Facebook’s (53%). Twitter has grown 45% in the four-or five-point importance rating since 2010, from 40% to 58%. MySpace appears to be rebounding in perceived importance, as 39% of online consumers in 2010 but 53% in 2011 giving it a four- or five-point rating, a 36% increase.

Meanwhile, the percentage of consumers rating Facebook as important dropped 5% year-over-year, from 56% to 53%. But when it comes to engagement, Facebook is the unquestioned leader. Ninety-seven percent of online consumers visit Facebook at least weekly and 70% visit at least daily. These figures are close to double those of LinkedIn in terms of weekly visitation (50%) 3.5 times higher in terms of daily visitation (20%). The only other social network with a visitation rate even close to one of Facebook’s is YouTube, with 86% of online consumers visiting at least once a week (11% lower rate).

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