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Four in five FTSE 100 companies found to be neglecting LinkedIn

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By John Glenday, Reporter

December 12, 2012 | 2 min read

A new report into the embrace of LinkedIn by Britain’s biggest companies has found that just 20% actively maintain their company page, despite 96% of FTSE 100 firms having some form of presence on the site.

Social Media in the City, compiled by Sociagility, concluded that the bulk of members are missing out on opportunities to engage the sites 187m members with less than a quarter listing any of their products or services.

A paltry 13% of firms posted a status update during the seven day study period contributing to a miserly 12% receiving any form of regular engagement.

For those who do make the effort however the study found that the rewards were there, with 87.5% of those to post products or services receiving endorsements and recommendations and everyone who posted a status update gained at least one like or comment over a 30 day period.

Josh Graff, director of LinkedIn Marketing Solutions EMEA, said: “With four out of five British professionals on LinkedIn, a Company Page gives businesses a social media presence that counts. Whilst most UK businesses have a company page, as this research highlights, many are not yet making the most of it. I’d encourage them to log on, add their products and services and start actively engaging.”

Co-author of the report Tony Burgess-Webb said: “LinkedIn is a business-oriented social network that many companies seem to hold in high regard, so it is extraordinary that so few of the FTSE 100 are using it well. This lack of engagement represents a lost opportunity and a competitive disadvantage.”

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