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As a leader, you are your brand. Facebook vs LinkedIn – Brand Positioning

Facebook vs LinkedIn - Brand Positioning

Facebook vs LinkedIn – Brand Positioning Example


Context: As a leader, you are your brand.



What is positioning?

According to, positioning is how you differentiate your product or service from that of your competitors and then determine which market niche to fill. (“Positioning”).



Why is positioning important?

Positioning helps establish the brand identity in the mind of the consumer. This makes identifying, and standing out from the competition an essential part of the positioning strategy.



Examples of effective positioning strategies:

For this discussion exercise, I will compare two (2) social media platforms, Facebook, which was founded in 2004, (Phillips, 2007) and LinkedIn, which was founded in 2002. (Lee, 2009).


Both are monetized social media platforms with similar demographics in terms of age and gender. Both have similar features like news feed, personal profiles, business pages, the ability to share photos, links, comments, as well as reshare. Users can also connect with other users.


Facebook: Based on its evolving positioning strategy, Facebook is considered a social networking site. Most users use it to connect with friends, family, communities and organizations. Even though there’s a lot more we can do on Facebook, based on consumer’s perception of the brand, it is typically accessed for pleasure and social activities.


LinkedIn: As I stated earlier, LinkedIn and Facebook share similar features on their platforms. However, LinkedIn is considered a professional networking and recruiting site that connects professionals with other professionals and companies, as well as potential employment.




Are these brands positioned on the basis of actual or perceived characteristics?

I’d say some are based on actual characteristics. One of such characteristics are the differences in the user profiles on both platforms. Facebook user profiles contain personal info, links to photos, professional info (if available) and status updates. While LinkedIn user profiles resemble a resume. It contains mostly work history, skill endorsements, education, certifications, etc.

Another positioning strategy that differentiate Facebook (social networking site) from LinkedIn (professional networking site) is the terminology used for connecting users. Facebook users have ‘friends’ while LinkedIn users have ‘connections.





    Are these strategies effective?

    Yes, based on the consumer perception, user metrics and profitability. (Bersin, 2012). Both Facebook and LinkedIn stand out from each other and they both thrive in their respective niches.




    Brand positioning is a very important aspect of marketing yourself, your business or idea.



    What Is Personal Leadership Brand?

    An interview with Dave Ulrich and Norm Smallwood Рby Harvard Business Review





    Bersin, J. (2012, May 23). Facebook vs. LinkedIn – What’s the Difference? Retrieved February 15, 2018, from


    Lee, E. (2009, June 02). LinkedIn’s startup story: Connecting the business world. Retrieved February 15, 2018, from


    Phillips, S. (2007, July 25). A brief history of Facebook. Retrieved February 15, 2018, from



      Staff, E. (n.d.). Positioning. Retrieved February 15, 2018, from



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