9 Leaders Tell Us if Tech Companies Should Stick to LinkedIn or Explore Other Social Media Channels: A Techronicler Roundup

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The Techronicler team asked business leaders and experts: Do you think tech companies should stick to declaring their presence only on LinkedIn? Or should they explore other Social Media channels/platforms too? Which one would you recommend? And why?

Our team received some great opinions in response and we now share nine of these with you!

Read on to know more.

LinkedIn or More?

Andrei Vasilescu

I believe that technology firms ought to venture beyond utilizing LinkedIn exclusively for networking purposes and B2C engagements because focusing solely on that platform is akin to casting a line in just one pond for fishery purposes which limits one’s opportunities for success in diverse environments online.

Various social media platforms cater to needs and attract varied demographics; for instance Twitter excels in providing instant updates and showcasing expertise while Instagram offers a more personal touch by showcasing, behind the scenes content and narratives that can add a human element to your brand.

Tech companies should consider having a channel strategy rather than trying to be present everywhere at once; it's about being strategic and focusing on platforms that are most relevant to your brand's identity and goals. Each social media platform provides opportunities for engagement and expressing your brand's unique character.

For example, Twitter (X) can be great for sparking discussions on your tech developments while YouTube is ideal for showcasing your products in action. Having a rounded presence on social media can facilitate connections with potential customers and partners and even attract future team members making your brand feel lively and easily approachable.

ANDREI VASILESCU
Co-Founder & CEO, DontPayFull

Mark Fedin

Tech companies should not rely solely on LinkedIn; exploring other social media channels is essential.

While LinkedIn is critical for B2B networking and recruitment, platforms like Twitter (X), Instagram, and TikTok offer access to broader audiences. Twitter facilitates real-time updates and community engagement, while Instagram and TikTok humanize brands, showcasing innovation and culture to younger consumers and talent.

Facebook and Instagram targeted ads extend marketing reach, while platforms like Medium and YouTube enable companies to establish thought leadership through in-depth content.

Relying on LinkedIn alone limits visibility, engagement, and the ability to reach diverse market segments. Additionally, a multi-platform strategy is crucial for effective crisis communication and maintaining brand relevance in a dynamic digital world.

In an increasingly competitive landscape, tech companies must go beyond LinkedIn, leveraging multiple social media channels to enhance brand presence, connect with diverse audiences, and maximize marketing efforts.

MARK FEDIN
Co-founder, Genio

Dmitry Petrov

The first step is to define your business goals and identify your key audience. Once you have a clear understanding of these, you can decide which platforms will best serve your business needs.

In addition to LinkedIn, you might consider platforms like X.com (formerly Twitter). This platform offers great opportunities for increasing brand awareness and connecting with communities that are particularly beneficial for tech businesses, such as gaming.

It’s also a valuable tool for founders and leadership teams to build their personal brands through informal communication, and it’s excellent for media relations.

For advanced tech or deep tech companies, Medium.com is another platform to consider, especially for hosting detailed product or tech blogs. While Medium.com may not always be the best for media coverage, it’s ideal for publishing your own content. Regular posting can help boost the visibility of your materials to wider audiences.

Dmitry Petrov
Founder & CEO, Stellar Strategic Communications

Nawras Ganim

The answer is a strong NO. Tech companies should absolutely go beyond LinkedIn. When I was job hunting at tech startups, I always checked their social media along with LinkedIn. While LinkedIn is the official platform, social media gives a company personality and reach.

Platforms like Facebook, Twitter/X, and Instagram make it easier for everyday people to connect. Not everyone needs to reach you through LinkedIn, and many prefer the simplicity of social media. I myself don’t check LinkedIn often. Even if your clients are specific elites who are only available through LinkedIn, it just makes no sense to have no presence on other platforms.

In my experience with two startups, most of our outreach came through social platforms. In fact, 70% of my clients connected via X. LinkedIn has its limits, like requiring login for contact, which can turn some users away.

Nawras Ganim
Co-founder, Chargeback

Jason Sherman

While LinkedIn is a great platform for tech companies to network and highlight their expertise, it’s definitely worth exploring other social media channels too.

Twitter, for example, is fantastic for sharing industry news and engaging in conversations quickly. Instagram, on the other hand, offers a chance to showcase your company's culture and create a more personal connection with your audience through behind-the-scenes content and visually engaging posts. YouTube is perfect for sharing detailed tutorials, product demos, and interviews, allowing you to demonstrate your expertise in a dynamic way.

Plus, publishing articles on Medium or a company blog can help establish your thought leadership and reach a broader audience. Ultimately, diversifying your social media presence can help you connect with different segments of your audience and build a more well-rounded online presence.

Jason Sherman
CEO, Vengo AI

Burak Ozdemir

While LinkedIn is a powerful platform for tech companies, relying solely on it may mean missing out on additional opportunities.

Expanding your presence to other social media channels like Twitter and YouTube can enhance reach and engagement. Twitter’s fast-paced environment is ideal for sharing real-time updates and industry news and engaging with trending topics, which keeps your audience updated and connected. Meanwhile, YouTube offers a platform for more in-depth content, including tutorials, product demos, and behind-the-scenes looks, which can be particularly effective in showcasing tech innovations and educating your audience.

Adopting a multi-channel strategy boosts visibility and caters to diverse audience preferences, increasing the likelihood of reaching and engaging with a broader demographic. Research indicates that companies active on multiple platforms can achieve up to 24% higher engagement rates, leading to stronger brand awareness and enhanced customer loyalty.

Burak Ozdemir
Founder, Character Calculator

Dayten Rynsburger

Tech companies should definitely not limit their social media presence to LinkedIn alone. While LinkedIn is crucial for B2B connections and professional networking, expanding to other platforms can enhance visibility and engagement in varied ways.

For instance, Twitter is excellent for real-time updates and engaging with tech communities through hashtags. Instagram or Pinterest could be used creatively to showcase company culture or tech innovations visually, appealing to a broader audience including potential employees and customers.

Additionally, YouTube is invaluable for sharing detailed product reviews, tutorials, or thought leadership content that helps in building a brand’s credibility and educational value. Each platform serves a unique purpose and reaches different audiences, allowing tech companies to diversify their engagement strategies and broaden their impact.

Dayten Rynsburger
CRO, Niche Capital CO

Alex Muz

I think tech companies should not limit their presence to LinkedIn. While LinkedIn is crucial for professional networking and offers ample industry interaction opportunities, other social media platforms also provide unique avenues for engagement and brand growth. For example, our team uses multiple social media platforms to engage with industry professionals and potential users. We share product updates on Twitter (X) and Reddit, showcase our latest designs on Instagram, and use Discord to interact with users or discuss potential collaboration with technical experts.

For platform selection, I recommend a multi-channel approach based on company goals and regions.

LinkedIn is ideal for industry networking and recruitment, Twitter (X) for updates, Discord or Reddit for community engagement, and Instagram or TikTok for building brand personality. For specific regions, such as those targeting professionals or potential users in mainland China, platforms like WeChat, which have a large local audience, should also be considered. Each platform has its strengths, I believe a combined usage of these approaches will enable tech companies to expand their reach and engage a broader audience.

Alex Muz
Founder, StudyX

Kim Brown

If your SaaS company has the resources (person who has time to manage multiple platforms), then it doesn’t hurt to have your brand active on other channels since you will have the opportunity to reach other types of clients or customers.

As an example, we create software for condo and HOA communities. The majority of our social success has come from LinkedIn because that’s where property managers are most active (B2B activity). However, we have had some success on Facebook because that’s where board members engage in group discussions with other board members. While they are less likely to engage with a CTA, they are more likely to recognize our brand.

That being said, if you don't have a lot of time to spend on social media, LinkedIn is generally your best bet.

Kim Brown
Marketing Team, Condo Control

The Techronicler team thanks these experts and business leaders for taking the time to share these valuable tips on how SaaS companies can establish a strong and recognizable brand identity.

If you wish to showcase your experience and expertise, participate in industry-leading discussions, and add visibility and impact to your personal brand and business, get in touch with the Techronicler team to feature in our fast-growing publication.

outreach@techronicler.com