Facebook is great for reaching friends, family, and consumers. If you want to target you Business to Business (B2B) sales, LinkedIn is the growing and preeminent online resume database that captures the skills of individuals in relationship to their corporations.
Like the chart displayed in this article from e-Marketer, when I build a social presence for my clients, I make certain that their listings are represented across the most popular social sites, then focus efforts primarily on the ones that will reach their target audiences. With increasing frequency, I receive requests from companies so that I might teach entire sales teams how to use LinkedIn as part of their weekly or daily sales activities. I actually do a live presentation of the site, showing the powerful tools, and helping people to understand how use of this site can bolster their reach and thought leadership.
It’s important to comment here on the importance of Google and Yahoo on the social scale. And, I just read that Bing will soon display Facebook posts along with Twitter posts in its search.
Keep in mind that the social landscape is much bigger than the players identified in those articles. An original depiction of the social space can be found from the Conversation Prism by Brian Solis and JESS3. Of course, by the time it was documented it was out-of-date, but it gives people an idea of the overall scope of the space and why it takes dedicated work and time commitment to be socially representing a company.