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LinkedIn lags on engagement

According to a new report, LinkedIn is lagging behind rival networks when it comes to engagement.

Broken link?

Forrester Research has found that LinkedIn is failing to support the same engagement, conversations and relationships between users, compared to Facebook and Twitter. 

Users are now twice as likely to engage with brands on Facebook than LinkedIn, while only 13 per cent of digital marketers currently use LinkedIn to increase engagement,

However the study isn't all doom and gloom. Forrester recommended that brands and marketers use LinkedIn as a way to increase brand awareness.

Too many hats?

The recommendation might give little comfort to LinkedIn, which over the past year has rolled out many updates, including How You Rank, aimed at increasing engagement.

Yet this isn't the first time a social network has tried to expand into something it's not really designed to do. Think of Twitter's foray into a News-Feed style look, and Facebook's belated hasthag support.

LinkedIn remains the most popular platform with Australian businesses and professionals when it comes to connecting. Maybe it should stick to what it's good at. 

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