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Four Best Practices to Optimize Your Lead Nurturing Efforts

In this digital era when technical professionals have more sources of information and a broader choice of vendors than ever before, many do not contact a supplier until they are close to making a buying decision. Other potential customers contact every possible vendor that could serve their needs. In either situation, and everything in between, you end up generating leads from technical professionals who could be anywhere in their buy cycle—from early research to late stage.

lead nurturing

Photo Credit: Taz etc. via Compfight cc

To convert more of these leads to sales, to keep your sales reps happy with qualified leads, and to improve marketing ROI on your campaigns, you need a solid lead nurturing program to help prospects move along to the next stages of their buy cycle. The word nurture means to nourish, protect, support and encourage. And that’s exactly what you need to do with your leads:

  • Nourish—provide them healthy servings of relevant, useful information
  • Protect—keep them interested so they don’t abandon you for another supplier
  • Support—stay in regular contact always ready to meet their needs
  • Encourage—give them offers to help them move forward in their buy cycle

An effective lead nurturing program will fulfill all of these goals. Here are the best practices you need to follow:

1. Segment and score leads
Sales and marketing need to work together to define different types of leads; for instance, leads that are sales-ready versus leads that belong in marketing’s nurturing program. Use any criteria that work for your organization to segment and score leads. It could be demographics, product interest, buying timeframe, purchasing authority, budget, size of potential deal, location, digital behavior (such as website visits, webinar registrations, white paper downloads)—or any combination of these attributes. You can apply weights to different lead attributes and come up with a lead score. Example: leads that score a one, two or three belong in marketing; leads scoring four or five are ready for sales.

The way that you score leads—and adjust their scores over time—is the foundation for all other best practices in lead nurturing.

2. Maintain prospect interest
If you do a good job of segmenting and scoring leads, you will gain a solid understanding of your prospects’ interests and needs. Your goal then is to feed them a steady supply of content and offers related to their needs and interests. Technical professionals are looking for information that will help them solve the problem they are facing, which is directly related to the reason they contacted you in the first place. They want to know how things work, how your product helps them complete a task, what their different options are and what are the latest technologies and newest products.

You can deliver this information in a variety of ways. New leads might be most interested in educational content such as infographics, blog posts, articles, white papers and webinars. Prospects that score a little higher would be looking for demos, product overviews and technical specs. The next level might include buying guides, ROI calculators and competitive differentiators. Get the right information to the right prospects and you will keep them engaged.

3. Watch for signs of progress
One reason lead nurturing programs exist is that the buy cycle can be long, complex and involve multiple decision makers. Prospects do not want to be pressured into making quick decisions. You must keep the long view and respect their timelines in your lead nurturing programs. That said, look for signs of prospects moving forward, and when they do, take appropriate action, such as passing them off to a sales representative or sending them a customized offer.

To do this requires that you keep track of what your prospects are doing and adjust their lead scores along the way. For example, a lead that scores one upon initial contact with your company could become a three after spending three months in your lead nurturing program, based on their digital behavior. Therefore, you must continually monitor your prospects, track their behavior and look for signs of progress that indicates a change in the status of their readiness to engage.

4. Use Marketing Automation
It’s possible to develop and execute a lead nurturing program using manual processes or spreadsheets, but marketing automation software is becoming a common tool and an investment might make economic sense. The fact is, your prospects are everywhere on digital media—websites, social media sites, online events, blogs, webinars, video sharing sites and more. They are downloading, clicking, reading, streaming, watching and commenting. Plus you’re likely using multiple digital channels in your quest to connect with prospects.

Marketing automation software allows you to capture all of this action across digital channels. It is built to excel at lead management and nurturing. It can help you manage all of this complexity by scoring leads, creating landing pages, tracking prospect actions, triggering automatic emails, reporting on the effectiveness of various content, producing analytics and much more.

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Untapped Potential: How to Recruit Social Media Ambassadors within Your Company

This year, as part of its annual “Social Media Use in the Industrial Sector” survey, IHS GlobalSpec asked technical professionals a new question: How often do you share or post news or information about your company to your social networks?

Their answers reveal an untapped opportunity for marketers to expand their social media reach by empowering technical professionals in their own companies to participate more. Currently, the vast majority of technical professionals (78 percent) never post news or information about their company to their individual social networks, and only 15 percent post as often as a few times a year—yet the majority of this audience uses social media for work.

26  How often do you share or post news or information about your company to your social networks

This can change. It should change. Because if you can get the technical professionals—and sales people, customer service reps and others— within your company more involved, you will gain a group of social media ambassadors who can help spread the word and increase the visibility of your brand, products and services.

In this era of competitive content marketing, the more people you have on your team to get the word out, the greater the advantage you gain in winning mindshare with your audience. Plus, the ambassador model of social media marketing results in free exposure, expands your reach beyond your own marketing database, and carries with it the cache that each post is being personally recommended by a professional in your company.

Make it easy
How do you get those 78 percent who never post news or information about their company on their social networks to start participating? By making it easy for them.

We’re not saying it doesn’t take some effort—is there anything worthwhile that doesn’t take effort?—but you don’t have to place an undue burden on your ambassadors. For instance, the best thing you can do, and which also gives you the most control over keeping the message consistent and on target, is to provide the content and status updates for your ambassadors to share.

You could create a central repository where all social media content resides. Add entire posts to the repository: headline, copy, link, etc. All your ambassadors need to do is copy and paste. And depending on capabilities, you can organize sort social media content by its subject matter, target audience, best distribution channel or other attribute. For example, sales people would want quick and easy access to status updates that are relevant to particular products or customer challenges that might help them in their sales efforts.

Notify your ambassadors
Whenever you have a new social media status update to post, notify your ambassadors that it exists and let them know where they can find it. Keep in constant communication with your extended team. Suggest when and where they should post the status update. The easier you make it for them, the more likely they are to do it.

You can also create add-ons to email signature lines that include the latest status updates. Ambassadors can simply update their email signatures on a scheduled basis. You can also create signature add-ons that include social media updates around specific topics, such as an upcoming event, an important industry announcement, or the launching of new products and services.

Make your program highly visible
If you want to recruit social media ambassadors from within your own company, you’ll have to visit them and pitch your program. Depending on the size of your company, you might customize your pitch and go from department to department, or you might introduce your concept to everyone at the same time. One of those free ‘lunch & learn’ sessions tends to draw a crowd.

You might consider creating a formal program and ask technical professionals and others to sign up to participate. And this being social media, you will want to track who’s participating and at what level, who’s achieving the greatest reach with their efforts, who’s “this week’s winner.” Recognize the top performing ambassadors. Thank them for their efforts. Give them some social media press of their own.

Provide guidelines
You might choose to tightly control the distribution of status updates and the outgoing message. Or you can let your ambassadors take social media into their own hands. In either case, you’ll want to develop and communicate a set of social media guidelines for ambassadors to follow when posting news or information about your company to their individual social media accounts.

Important topics to cover include how to respond to any negative comments (no fighting, no arguing), how to avoid disclosing confidential information, and recognizing what’s appropriate (or not) to share on social media.

There’s untapped potential within your own company to extend your reach through social media. Go tap it by recruiting your technical professionals to be social media ambassadors.

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Have you recruited social media ambassadors in your company or encouraged your technical professionals to share company news and information? What tips or strategies would you pass along to your peers in industrial marketing? Share your thoughts in the comments section below.

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How to Choose an Advertising Agency

A recent Maven post — How to Know When You Need an Advertising Agency — offers guidelines on how to answer that question for your company. If your answer is yes, the following tips will help you choose the agency that’s right for your industrial business.

Pick the right advertising agency, and you can gain new creative ideas, stronger messaging, better targeting, reliable resources, campaign efficiency and other benefits that directly impact the return on your marketing investment. Here’s what to do:

Clarify your goals
Before you approach any agency, be clear among your internal team about what you need an agency to do for you. Creative work? Help with strategy in the industrial marketplace? Sort out the most effective channels in the digital era? Develop content such as white papers, articles, presentations, and collateral? Purchase media?

Not all agencies do all types of work; therefore, knowing your goals will help you create a short list of agencies to contact. You should be able to find a list of services offered on any agency’s website.

Evaluate several agencies
Compare a number of agencies; 3-4 might be a good number. Each will bring its own style, way of working, along with its own strengths and weaknesses. Some might be able to wow you with great creative ideas. Others will demonstrate operational expertise: they can manage, deliver, and implement. The best agencies do it all.

You will be working closely with your agency team. Meet them early on, before you commit. Like any successful working relationship, you need to have a level of comfort and confidence with the people on the day-to-day team, in addition to the executives who might be present to pitch their business to you.

Large or small agency?
Larger agencies have more resources and experience. But you may not get the attention you need if your budget is modest. Smaller firms may be more personal. But they might not have the resources and expertise to fulfill a range of needs.

One approach is to look for an agency that serves clients similar to yours: B2B, industrial (but not competitive), with similar budgets as you will have. Ask the agency for references from these types of clients.

You’ll also want an agency that knows the industrial sector and your target audience. They should know the relevant media companies that serve the industrial sector and be up to date on the most effective marketing channels to help you achieve your goals.

Craft an effective RFP
You may end up putting out a Request for Proposal (RFP) and asking agencies to respond. If you write a good RFP, it will be easier for an agency to respond appropriately. You will then have comparable proposals and can make a more informed decision about which agency to choose.

In the RFP, provide background information about your industry, including its structure, growth, and your company’s position in it. Tell about your own company’s history as well as your current marketing and selling channels. Clearly state the challenges you face, what you want an agency to help you accomplish, and how you define and measure success. Detail the decision-making process you will use in choosing an agency.

You should also include information about your marketing budget, or at least a budget range. If you don’t include budget guidelines, you could end up with wildly different proposals that are difficult to compare to each other.

See their work
The first place to see an agency’s work is on their website. Agencies often publish cutting-edge websites with the latest features and functions, but their website must also meet your communication needs. Can you find what you’re looking for? Do you understand their scope of services? Is it easy to make the next step?
Also, ask for samples of their work. Look for B2B campaigns or work performed in the industrial sector. Look for campaigns that are similar to your goals, whether it’s re-branding, building awareness, or boosting lead generation. Seeing how an agency handled these types of projects for other clients will give you an idea of how they might handle yours.

Seek compatible work processes
Ask an agency about their process for interacting with clients. Will you have weekly meetings/conference calls? Or check-in only when needed? Does each side have a go-to point person in the relationship? Do you share a calendar or task list? Companies work differently and there are different approaches to working together. Find and agency that fits your work style and comfort zone.

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Webinar Recap: Social Media Use in the Industrial Sector

Social media has made an impact in B2B marketing. According to Advertising Age, 58 percent of B2B marketers are increasing their social media spending this year, ranking it fourth among tactics with spending increases. Marketers are not only investing money, they are investing time, with 62 percent using social media for six hours or more each week and 36 percent for 11 or more hours, according to the Social Media Examiner.

social media800

As spending grows and you commit valuable time to social media, this channel’s role becomes increasingly important in your marketing strategy. It’s essential to know how to do social media right. The recent webinar, Social Media Use in the Industrial Sector, shows how social media is being used by your target audience of technical professionals, presents the results from our fourth annual social media usage survey of technical professionals, and offers recommendations on how you can use this data in your social media planning.

Watch the webinar on demand.

Below are some of the highlights of the webinar.

How technical professionals use social media

  • The majority of technical professionals—56 percent—spend less than one hour per week on social media for work-related purposes. That still leaves a sizeable portion of this audience that is on social media for more than an hour each week.
  • For the most part, technical professionals are looking for content on social media: keeping up on company news, new technologies and products. But they’re also looking for you: 41 percent use social media to find new suppliers.
  • Technical professionals of all ages use social media, with some differences. Those under age 35 are more apt to use social media to find a new job, network and seek expertise, while older workers use social media for more traditional purposes such as reading news and product reviews.
  • Overall, technical professionals are passive users of social media. They tend to read and watch rather than post and participate. The most popular social media activity is watching video, with 27 percent watching a video a few times a month, whereas only 14 percent post a comment.

Preferred social media platforms

  • LinkedIn continues to be the most popular social media platform among technical professionals, with 74 percent having an account. Sixty-one percent have a Facebook account and 41 percent have a Google Plus account.
  • LinkedIn usage has shown growth every year for the past four years. Google Plus is also growing. Facebook and Twitter remain flat, but a large portion of technical professionals still use Facebook.
  • LinkedIn: 69 percent use LinkedIn to search for contacts and 47 percent to read product and industry news. Seventy-nine percent belong to at least one group, primarily to read discussions (62 percent). Only 27 percent actually participate.
  • Facebook: With the line between work and personal life continuing to blur, Facebook is not just for personal use. Top work-related activities on Facebook are following businesses and reading/researching content.
  • Twitter: 73 percent follow businesses and 27 percent read/research content.
  • Google Plus: 80 percent follow businesses and 25 percent participate in discussions.
  • Video: Overall, 48 percent of technical professionals use YouTube or other video sharing sites for work, although among 18-34 year olds, the percentage is 58. The most popular types of videos among technical professionals are product demos, how-to videos and training videos.

The value of digital resources

  • Your customers spend an increasing amount of time online using a variety of digital resources, but when researching work-related purchases, social media channels are not nearly as valued as other established digital channels. The top resources have remained consistent over the years: search engines, online catalogs, supplier websites and GlobalSpec.com.
  • Technical professionals report that social media is not more valuable because it is not efficient, too noisy and not reliable. Technical professionals also say it’s hard to find useful content on social media. In addition, about a quarter of workers are blocked from using social media at work; using a mobile device offers a workaround for that problem.
  • A key takeaway is that to be successful with social media you must deliver the content technical professionals want. This will help elevate you above the noise and become more valuable to your target audience.

Recommendations for suppliers

  • It’s worth using social media as a marketing channel; however, don’t rely on it too heavily or divert resources from more effective and established digital channels.
  • To get the most out of your efforts, integrate social media into your overall marketing strategy. Establish a vision, strategy and goals for your social media initiatives.
  • Tie your social media efforts to marketing objectives. Research shows that social media is best used for brand awareness and thought leadership.
  • Get more of your organization involved in spreading your message through social media. Seventy-eight percent of technical professionals say they have never posted news or information about their company on their social networks. Create guidelines and rules for using social media. Make it easy by providing content for your sales, customer service and other colleagues to post.
  • Gain a more in-depth look at social media usage by your target audience and how you can most effectively incorporate social media into your overall marketing efforts.

View the recorded webinar.

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How to Know When You Need an Advertising Agency

It’s a question every industrial company, both large and small, faces eventually: do you need to hire an advertising agency? Or if your company used an agency in the past, and the relationship ended, for whatever reason, could it be time to revisit that decision?

A good agency can bring a lot to the table: creativity, fresh ideas, expertise in channels, production power, and intimate knowledge of your markets and target customers. On the other hand, your marketing machine might be producing just fine on its own. Or perhaps you’re not sure if an agency is a good fit for your situation. Or you’re reluctant to make the investment in an agency.

We’ll tackle these questions in a two-part series. This first post will help you determine if you need to work with an advertising agency. In the next article, we’ll offer advice on how to choose the right agency for your needs.

If any of the following scenarios describe your current situation, it might be time to consider searching for the help of an agency.

Internal disagreement. For a variety of reasons—from personal feelings to organizational politics to differing skill sets—you might be dealing with multiple internal points of view on how to position, message and market your company, brand and products. In any company where smart people work, it’s not an uncommon situation that there are differences of opinion.

How an agency can help: An agency offers an external point of view, which can often serve as a fresh breath of air that helps unify your marketing vision and goals. An agency is also accustomed to synthesizing multiple opinions and accommodating the needs of a variety of stakeholders.

A tough marketing challenge. You’ve been wrestling with a marketing challenge for far too long and still haven’t won, such as: Your key marketing messages aren’t resonating. You’re having trouble building brand awareness. Your target audience isn’t engaged. Channels that once delivered have dried up.

How an agency can help: An agency will offer fresh ideas to solve your specific problem. You don’t have to hire an agency to be “your agency of record” and handle all of your marketing. Many good agencies will take on a specific marketing challenge or project work. You’ve probably been spending too much time on one thing anyway.

New channels to master. Almost all industrial marketers continue to shift a greater percentage of their marketing budget out of traditional channels and into digital marketing. That’s a smart move, because digital is where technical professionals are. But there are many choices, digital-wise: websites, online events, banner ad networks, search ads, social media, online catalogs, e-newsletters and more.

How an agency can help: Agencies tend to stay up up-to-date on what marketing channels deliver the best results for different types of businesses. A good agency will have expertise in the digital world.

Major rebranding. There’s a lot of work to do, not to mention risk and uncertainty to bear, in launching a major rebranding of products or your company. Everything has to come together and fit together: look and feel, messaging, marketing strategy. Can you or your team do it all?

How an agency can help: More than just serving as a fountain of creative ideas, an agency can help make sure all of your efforts add up to a unified whole. They will have a long and deep checklist of everything that needs to be done for rebranding, from high level decisions to the smallest, most detailed task. And an agency will know how long things take to get done.

Exploring new markets. Not all markets and industries are the same. Marketing that works in one may not work in another, so you can’t necessarily do things the same old way when you’re trying to break into a new market and you may not have the time or budget to learn as you go.

How an agency can help: Agencies can offer expertise in a variety of markets. They know through experience what channels and tactics might work in a market you aren’t that familiar with.

Lacking ideas. Your marketing has gone dry and stale: you know it, your boss knows it and your customers know it. Same old programs, same familiar message, same middling results. But you’re stuck because you don’t have any new ideas or you’re just not feeling the creativity muse.

How an agency can help: If you’re in need of innovative ideas and creativity, you’ll find them in an advertising agency. And an agency isn’t afraid to offer up radical ideas that would never have been generated within the walls of your company.

Gap to fill. You just don’t have enough people, resources and ideas to get all the work done. Maybe you’re launching a new product or merging two companies or missing a badly needed skill set on your marketing team.

How an agency can help: Many agencies have a surprisingly broad range of expertise in all things B2B marketing related: from identifying viable channels and delivering creative, to producing content, conducting research, growing social media, and building websites, managing programs, buying media and more. If you need it, an agency can probably do it.

If this article was helpful to you, please spread the word by using the share buttons below.

Have you considered hiring an advertising agency? What tips or strategies would you pass along to your peers in industrial marketing? Share your thoughts in the comments section below.

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Marketing Roundup for March 14, 2014

Here are some of the more insightful and informative blog posts and articles we came across this week. If you have others to share, post them in the comments section below.

Happy Reading!

Would You Rather be Social or Interesting?
JeffBullas.com
Should your marketing be social or interesting? Or, perhaps, both?

Who Says Email Marketing Trumps Social Media? Marketers Do.
SocialMediopolis
Email still trumps social media. Not convinced? Then read this article from and you'll know why.

Five Types of Winning Marketing Content
Search Engine People
Some good ideas on content to include in your marketing.

Delight! How to Get it in Your Content Marketing
SocialMediopolis
Here's what you can do to delight your prospects and customers with content marketing.

Taming the Social Media Marketing Beast
JeffBullas.com
Social media is unrivaled in its power to publish, market and communicate to a global community in real time. So how do you manage it effectively?

How To Set Measurable Goals for Your Social Media Marketing
Unbounce
If you're asking yourself, "how do I measure my efforts on social media?" Here are some great answers.

What’s the One Most Important Skill for a Content Marketer?
Top Rank Online Marketing
You need an array of digital marketing skills to be successful but one stands above the rest.

5 Techniques for Generating Content Ideas
Search Engine People
You need to create fresh, relevant content on a consistent basis. But how can you do that without running out of ideas? Here are some techniques to get your creativity flowing.

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Six Ways to Make Your Content Stand Out in a Crowd

Content marketing isn’t just a hot topic, it’s a must-have strategy in the industrial sector. A whopping 93 percent of B-to-B marketers now use content marketing, and 73 percent are producing more content than they did a year ago, according to recent industry reports. With all of that content being produced and distributed, how do you make your content stand out in the crowd and resonate with your target audience? Here are six tips to help you:

1. Understand what your audience wants. Every marketing initiative must start with having a thorough understanding of your audience. Content marketing is no different. If you don’t tailor your content to a specific audience, your efforts will be ignored or quickly forgotten, your valuable resources wasted. So step one is to analyze your audience needs. Are you trying to reach executives? Then produce content that talks about their business concerns such as return on investment. If your primary audience is technical professionals, you’ll want to develop content that educates them on ways to solve the engineering and technical problems they face in their work.

2. Tap into industry trends—uniquely. If there’s hot news breaking in your industry, jump right on it. You can write a quick blog post, initiate a social media discussion, or distribute a press release that offers your company’s point of view on what’s happening and what it means to your customers. You’ll gain the advantage of your content being timely and demonstrate that your company is tuned into the market. But remember, you need to offer a unique perspective. Otherwise you’ll just end up saying what everyone else is saying and your content won’t stand out. Take a stand, be unique, and foster your own voice to attract an audience for your content.

3. Distribute content on channels your audience prefers. Two effective channels for distributing content are e-newsletters and online events. According to IHS GlobalSpec’s “Digital Media Usage in the Industrial Sector” research report, technical professionals subscribe to an average of 5.8 digital publications versus only 1.8 printed publications. In addition, nearly two-thirds of technical professionals said they attended at least one webinar or online event last year. Twenty-six percent said they went to four or more.

Also consider social media as a distribution strategy. Reading work-related content is the most common activity for technical professionals on social media. The most popular social media platform among this audience is LinkedIn, with 74 percent having an account. Distributing your content through your company’s LinkedIn page or through a LinkedIn Group that you host is a good way to connect with your customers and prospects.

4. Use multiple content formats. Produce content in the formats that match your audience’s preferences. Some want to read white papers and articles, others prefer to watch videos, and others want pictures and diagrams. Visual formats such as infographics can grab attention and are gaining in popularity. Most successful content marketers re-purpose content from one format to another. This not only helps you match up to your audience preferences, but saves time and allows you to maintain a consistent voice and message.

5. Make content easy to share. Be sure to include ‘share’ buttons on website articles and blog posts—and don’t be afraid to ask your audience to share. It’s easy to add a sign off that says something like “Did you like this article? Share it with others.” Also, format content so that it can be easily viewed on mobile devices such as smartphones and tablets, which are increasing in usage among technical professionals.

6. Visually brand all content. A visual identifier, graphic, and consistent look and feel can help your content stand out in the crowd. This goes beyond simply adding your company logo to content. It involves coming up with a distinctive identity that threads through all of the content you produce. It could be using the same colors and fonts, or using images that have unique shapes or styles, or any other graphic approach that stamps that content as belonging to your company. You want anyone who sees your content to be able to say: “That’s from Company X.”

If this article was helpful to you, please spread the word by using the share buttons below.

How do get your content to stand out in a crowded marketplace? What tips or strategies would you pass along to your peers in industrial marketing? Share your thoughts in the comments section below.

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Marketing Roundup for March 7, 2014

Here are some of the more insightful and informative blog posts and articles we came across this week. If you have others to share, post them in the comments section below.

Happy Reading!

Be the Content Tortoise, not the Hare
ContentPlus
Good tips on measuring the success of a long-term content marketing strategy.

4 Steps to Building an Engaging Presence on Social Media
Social Media Examiner
If you can master the first step, the rest of the process will be much easier.

Creating Content For Your Users That Will Also Get You Links
Search Engine Land
How to develop content for your customers that will also attract a broader audience including your prospects.

5 Reasons to Start Content Marketing Now
Ragan's PR Daily
If you haven't already (and why haven't you?), here are some good reasons to start content marketing now.

The One Mistake Standing Between You and Successful Content Marketing
Content Marketing Institute
There is one mistake that marketers make that keeps them from producing successful content marketing. The good news is, it’s easy to fix.
 

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Marketing Chart: Technical Professionals with Social Media Accounts, 2010-2013

For the recent Social Media Use in the Industrial Sector research report, technical professionals were about the platforms where they have accounts.

In 2013, 74 percent are on LinkedIn, 61 percent had an account on Facebook, 41 percent have signed up for Google + and 17 percent are on Twitter.

Over the years, however, LinkedIn has surged in popularity and Google + is on the rise while Facebook and Twitter have remained flat.

Technical Professionals With Social Media Accounts 2010 13

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