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Blogs > Office Jotter

LinkedIn gaining B2B favour, possibly
Roger Whitehead By: Roger Whitehead, Director, Office Futures
Published: 27th February 2011
Copyright Office Futures © 2011

LinkedIn Identity: Use is Growing on B2B sites around the web

Based on data across our B2B clients, we’ve seen LinkedIn’s share of social sign-on grow from 3% in July 2010 to 20% in January 2011.

So says the company blog of Gigya, which offers Web-based services to help businesses connect to social media.

It’s a good soundbite but I’m not sure how relevant this information is. If you look at the diagram, it seems that nearly 40% of the people logging in are from companies in the finance, “high tech” and medical industries. Is this, especially the last, representative of the general LinkedIn or business user population?

We also don’t know how large the sample is that Gigya has drawn on. Without that knowledge, we have no idea whether the proclaimed sevenfold increase is a local or general phenomenon.

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