Strengths


·       LinkedIn has a huge 500 million professional audience.  Giving marketeers access to potentially important decision-making influencers.

·       Businesses that advertise on LinkedIn generally do not have the problem of negative feedback associated with other social medium platforms.

·       LinkedIn offers businesses the opportunity of segmentation in their audience, as marketing can easily be aimed at consumers through, age, gender, location, industry, skills, position in company etc.

·       LinkedIn offer a service called Sponsored InMail, which enables companies to send personalised messages through LinkedIn’s messenger service.  It is an effective way to promote content, products and services.



Weaknesses 


·       LinkedIn is a very expensive site to advertise on compared to other social media, it can cost over €7.00 per click.

·       Companies have to be careful who they target to advertise to, as most people use LinkedIn for employment opportunities and not for advertising campaigns.

·       Businesses are limited to the amount of contact that they have with consumers, as messages can be dismissed as spam.

·       Audiences on other social media sites are more receptive to marketing than LinkedIn.

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