Why business journalists like LinkedIn

Charlotte Tobitt of Press Gazette writes about how business journalists use LinkedIn to increase their audience.

Tobitt writes, “Lewin added that she felt posting more on Linkedin had helped to build her ‘personal brand… so I think it’s a great thing for B2B journalists to be doing not just for their organisation, but also for their career, I think.”

“Sifted’s Google Analytics data shows, she said, that Linkedin ‘drives a lot more traffic than Twitter.”

“Shaw at the BBC similarly ranked Linkedin as ‘probably the most important social platform’ for anyone working in business journalism due to the nature of the ready-made audience there.

“He said he personally spends about equal time on Linkedin and Twitter nowadays. ‘I think you can’t spread yourself too thinly with platforms – you have to decide depending on what kind of journalist you are which ones are most important for you,’ Shaw said. ‘And for me as someone who’s doing business and money and work stories Linkedin I suppose is my number one, and then probably Twitter and then Instagram third in that order, and possibly I could be doing more on Tiktok but I have done a few Tiktoks but it’s never really been that big for me.'”

Read more here.