LinkedIn: best practices to develop relationships in this B-B space | Farms.com

LinkedIn, a professional social media platform, has gained popularity in recent years for business-to-business interaction. Did you know that as of January 2025, there were 27.4 million users in Canada. It’s the third largest social media platform in Canada after Facebook and Instagram. Users skew to a younger demographic – 43 per cent are aged 25-34. Your relationships with retailers need to be cultivated often, in different places. And LinkedIn can be a great opportunity for 10-12 touchpoints through the year. It’s a space to share wins, celebrate other people and position yourself as an expert in your category. Our experience has been you will build relationships if you share and celebrate, however you will alienate people if you sell. We do see people who try to sell in this space but would not recommend it. 
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