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The Social Shake-Up Show’s Social Media Use Survey Ranks LinkedIn No. 2 on Usage, Spending & ROI


The Social Shake-Up Show, an annual social media marketing conference in the US described by its organisers as “the premier social media conference where Shakers will overthrow the status quo and redefine what social media means for their business, brand and future”, consists of more than just the three-day event itself. A lot of research is conducted in the run up to the conference, such as SSU’s own social media use survey of which the 2018 edition was recently published.

The 2018 survey yielded some interesting results; while it came as no surprise that Facebook ranked in the top spot in terms of usage, advertising spend, ROI and analytics, seeing LinkedIn take the number two spot across all aforementioned categories was certainly unexpected. LinkedIn performed well above expectations in the survey with 37.2% of respondents naming the platform when asked “Overall, which social media platforms are providing the biggest return on your time and investment?” Facebook ran ahead with 70.8% of the vote, while Instagram (35.7%), Twitter (35.5%), and YouTube (13.1%) lagged behind. It is worth noting here that when responding to this question, participants were allowed to name more than one platform.


The results were even more clear-cut when participants were asked which individual platform they spend the most of their marketing budget on. For this question respondents were asked to name just one platform, and LinkedIn emerged in a comfortable second place. Facebook of course took the lead here once again with a massive 77.4% of the vote.


“While LinkedIn is often considered a hub for job hunters and corporate recruiters, the platform has also shifted to position itself as a marketing engine in recent years,” said Jerry Ascierto, Executive Editor of The Social Shake-Up Show. “The recent updates to its ad platform and UI seem to be encouraging brands to increase spend. As a result, more companies are experiencing better ROI from this network than others considered more popular and ‘fun’, such as Instagram, Twitter and YouTube.”

For those interested in attending the conference, taking place at the Atlanta Marriott Marquis on May 7th-9th 2018, you can register via this link (if tickets are still available that is; only 15 remained at the time of writing). Brands and organisations like Arby’s, Southwest Airlines, Airbnb, Walmart, Hilton Worldwide, Univision, Macy’s and BuzzFeed will share their expertise on the ins and outs of true integrated social media marketing and communications like live streaming, SEO, storytelling, getting social media buy-in, influencers and social ads on platforms like Snapchat, Instagram, Facebook, Twitter and YouTube. Professionals who register prior to April 18th 2018 at midnight ET will receive $300 off their pass.

For registration questions, or to sponsor this event, contact show director, Amy Jefferies at ajefferies(at)accessintel(dot)com.



Sam is an aspiring novelist with a passion for fantasy and crime thrillers. Currently working as Editor of Social Songbird, he hopes to one day drop that 'aspiring' prefix. Follow him @Songbird_Sam

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The Social Shake-Up Show’s Social Media Use Survey Ranks LinkedIn No. 2 on Usage, Spending & ROI Reviewed by Sam Bonson on Wednesday, April 18, 2018 Rating: 5
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