LinkedIn Overtakes X as Most Useful Social Media Platform for PR Professionals: Muck Rack Report

LinkedIn has emerged as the go-to social media platform for public relations professionals, surpassing X (formerly Twitter) in usefulness, according to Muck Rack’s latest State of PR report. This shift comes as Twitter’s usability has been called into question since Elon Musk took over in 2022.

In a survey of 1,116 PR professionals, Muck Rack found that LinkedIn was the most valued social media platform, with 61% planning to increase their use of the platform. This marks a significant change from previous years, where X was the second most used platform for pitching reporters.

With TikTok’s future uncertain, other social media platforms are stepping up their game. LinkedIn is testing a TikTok-style video feature, while Facebook has introduced a professional mode and emphasized short-form video content.

Despite these developments, TikTok’s influence continues to grow among PR professionals, highlighting the importance of social media in building comprehensive PR strategies.

Gregory Galant, cofounder and CEO of Muck Rack, emphasized the need for brands to integrate social media with earned media in order to reach audiences effectively.

As the social media landscape continues to evolve, it is clear that platforms like LinkedIn and Instagram are becoming essential tools for communication professionals.