Association of Marketing Theory and Practice, Association of Marketing Theory and Practice 2012

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Organizations' Use of LinkedIn: Small Businesses Outpace Nonprofits and Large Corporations
Lisa W Witzig, Joseph Spencer, Marin Galvin

Building: Marriot Resort and Spa
Room: Tides 2
Date: 03-30-2012 - 09:30 AM – 10:45 AM
Last modified: 02-11-2012


Social media and the concomitant professional networking are important marketing tools for large and small businesses and nonprofits. The study by Barnes and Mattson (2010) has shown that nonprofit organizations are more active than for-profits in their use of social media tools such as blogs, Twitter, podcasts, video, etc. This study looks at the professional social media tool LinkedIn. Contrary to the findings of Barnes and Mattson (2010), this in-depth study of large and small businesses, as well as nonprofits, finds some opposing results: small businesses appear to have greater adoption and usage rates of the professional networking site LinkedIn.

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