Case Study: LinkedIn Groups Drives Ten Times More Traffic Than Facebook
Remember the proverb that “statistics don’t lie, but statisticians do”…all true, without context. Here’s the back story. LearnChineseBusiness.com started posting informational “news” blogs in October of 2011 on zero budget and has done pretty well using keywords and gaining traction with organic traffic and back links. And because there’s so much hype around being on social media, naturally a Facebook Page was set up too, and additionally that Page has been promoted on the blog and anywhere else that required no advertising dollars. To date though, there are less than 50 Facebook fans, and engagement is barely existent.
But here’s where it gets interesting: Over 30 industry relevant Linkedin groups were joined, and every time a new blog comes out (usually only one or two a week), the link is posted on those group pages for discussion (not just a link, but an engaging questions as well–like, does anyone agree?).
Check out the metrics below:
Of course, the numbers varied throughout the day and this is just a cross section of a moment in time, but this is a testament of the fact that Linkedin groups can be a powerful traffic generator compared to Facebook and other kinds of social media where a large pre-existing audience doesn’t exist.
How this applies to e-tail
One common misconception about social media in general is that it’s viewed as being either worthless or valuable, all in one collective sense. It’s not like that. Facebook might be better for some, and Linkedin for others. A wholesale e-tailer selling kitchen sink parts might not have any place on social media at all, unless they’re posting blogs to niche Linkedin retailer groups looking for those parts. On the other hand, a big well known brand like Coca Cola doesn’t need Linkedin groups to drive traffic; they can put their logo up on any social media platform, announce it (or not) to their existing base, and presto, a community of fans materialize. Using social media to market online products is about having patience, yes; but there’s also the road mapping, strategic layer that needs to be in place before any action is exercised.
And remember, it’s all about the context, or situation. What might be good for others on social media, might not work for you.