Drewbot

My answer: yes. LinkedIn targets a structured community (professionals) and can be incredibly relevant and useful to its members. Facebook built itself on similar principles: it’s early growth and engagement are due largely to the built in communities on college campuses. Facebook would not be where it is today if it aimed for everything all at once. (read: Friendster) But since they’ve opened their doors to the masses beyond academia, they’ve sacrificed their core to some extent. Clearly, Facebook isn’t as focused with my boss and mother in my network.

Because of this, and because both companies derive revenue from advertising, I pick LinkedIn to win or at least emerge stronger at the end of two years. I’ll pay higher dollar for an audience with a higher HHI and a consistant mindset. People log-in to LinkedIn to network. They’re looking for new connections. On Facebook they’re interacting with the old. Guess which mindset is better suited to a banner?