LinkedIn

LinkedIn is the professional network where work history, hiring and industry conversation converge, and for B2B it is usually the highest-intent social channel available.

Three distinct uses account for most of its value: recruiting and job search, where profiles function as living résumés; business development, where its search filters let you find people by company, role and seniority; and content, where posts from individuals reach further than posts from company pages.

Its advertising is precise but expensive — cost per click typically runs well above other social platforms — which makes it viable for high-value B2B offers and rarely worthwhile for low-ticket consumer products.