Many salespeople and sales management types I have the privilege of coaching and training in Social Selling want to know all about LinkedIn—how to improve one’s Profile, how to find prospects on it, how to use it to take prospects through to the close more effectively and efficiently, and so on.
I also try to get them turned on to Twitter, as I believe it’s another great tool to use to attract people by incorporating Social Selling techniques.
More often than not, though, after I’ve brought it up I’m met with the training world’s equivalent of the sound of crickets: a decent amount of hemming and hawing, comments about “another social network?”, and so on. Underneath it all, I strongly suspect the dealbreaker here is a mistaken belief that the proper use of Twitter in Social Selling takes too much time, especially when they’re already on LinkedIn.
Underneath it all, I strongly suspect the dealbreaker here is a mistaken belief that the proper use of Twitter in Social Selling takes too much time, especially when they’re already on LinkedIn.
This, in my mind, is a mistake.
Twitter: As Popular as LinkedIn
We have to go back to a study published in May 2015 by Kitedesk to see Twitter’s popularity in Social Selling. Among many other things, it found that Twitter was favored more by salespeople than LinkedIn. The margin wasn’t a wide one, but it was there: 1,301 salespeople said Twitter was their #1 “go-to” social platform, while 1,273 sales-types said LinkedIn was their top platform.
While I couldn’t find any recent data that separately detailed Twitter and LinkedIn usage in Social Selling, I don’t see any reason to believe that those numbers have seen significant shifts since then.
A more recent study from LinkedIn itself shows that more than 70% of sales professionals use tools like LinkedIn, Twitter and even Facebook for selling. While this particular study did not break out specific figures among those three networks, that 70% is huge. And here’s a little kicker: 90% of top salespeople use Social Selling tools, compared to 71% of overall sales pros.
No matter how you slice-and-dice the numbers, though, it’s clear that as Social Sellers, we cannot be too myopic by focusing on just LinkedIn. While it’s still the place to build your presence as a key-opinion leader in your field, as well as convert lookers to potential buyers, there are other options out there, and Twitter is a biggie.
I honestly believe you’re missing out on a huge audience if you ignore Twitter. By the way, this audience is likely being targeted by your competition. If you’re not there, you’re essentially giving your opponents new business.
This article originally appeared on LinkedIn.