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Almost six out of ten active social networkers believe that it is more important to have a LinkedIn account than other popular networks such as Facebook, a new survey reveals today.

One in five of those surveyed visit their LinkedIn account on a daily basis while 50 per cent check in on a weekly basis, according to the latest 'S Net (The Impact of Social Media)', conducted by ROI Research on behalf of Performics.  

But while the frequency of visits has declined from 2010, when 67 per cent checked in weekly and 22 per cent logged in on a daily basis, the percentage of those who deem LinkedIn the most important social networking site has risen from 41 per cent to 59 per cent.

The report also reveals how social networking is changing the behaviour of consumers and influencing the decisions they make. Just under six out of ten active Twitter users are more likely to recommend a company that they follow while 58 per cent are more likely to buy a product from that company.

While 59 per cent of consumers use social networks to compare prices, six out of ten are more likely to purchase a product or service if a friend posts a recommendation. 

Consumers are also increasingly using social networks to interact with brands or retailers. Just over half (53 per cent) frequently or occasionally provide feedback to a brand or retailer, while 52 per cent believe consumers have the ability to influence business decisions made by brands through voicing their opinions on social networking sites.

But consumers also want feedback from the brands. Just over half (53 per cent) think that products, services or companies should communicate with fans on social networking sites at least once a week.

Daina Middleton, chief executive of Performics, said: 'Participants is a much more accurate description for brand constituents than consumers as they are actively dictating what, where and how they interact with any company or brand.'

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