[iito] Business Intelligence. (3/18/25). "Press Release: [iito] Business Intelligence Announces Major Changes in Its Social Media Strategy". Bremen.

	Region	ALL
	Organisation	[iito] Business Intelligence
	Product	Life-Sciences-Europe.com – [LSE] The European Life Sciences Web Portal
	Product 2	Life-Sciences-USA.com – [LSUS] The Transatlantic Life Sciences Web Portal

> [iito] ceased all activities on Twitter/X in 2023

> All social media activities today focussed on LinkedIn

> Planning for a future outside of the “big” social media platforms

[iito] Business Intelligence – a Germany-based business intelligence provider focussed on the life sciences and analytical industries – today discloses major changes to its social media strategy.

Before COVID, [iito] focussed its social media activities on Twitter. After the shutdown during 2020 and 2021 this changed. We started using LinkedIn to make new business contacts. With the quality of Twitter detoriating day by day, [iito] finally decided in early 2023 to leave Twitter completely and to move also all its news posts to LinkedIn.

As of today, [iito] is now 100% focused on the premium business platform LinkedIn, with two channels: one focussed on business contacts and the other one on news posts. In consideration of recent social media and political trends, for some time now [iito] is planning for a future outside of the big social media platforms.

Pre-COVID: Having fun, making contacts & posting news at Twitter

At the start of the [iito] social media journey over a decade ago, the founder and Editor-in-Chief. Marcus Lippold, opened accounts on Xing (German business network), Google+, Facebook, and LinkedIn as well as one Twitter account called @iitoLifeScience and a corporate LinkedIn account for [iito] Business Intelligence.

It soon turned out that Twitter was the place to go. Twitter back then meant lots of fun, great new contacts and the option to post brand new business news in an ultra-fast way. But with Twitter becoming ever more “user friendly” – allowing longer posts, then videos, etc. – it became less and less fun. In addition, as having social media activity became a must for any business, a lot of Twitter accounts opened that reflected just this. Finally, in its attempts to monetise its offerings Twitter flooded users with time line content you never asked for. Ultimately, we ended up clicking more new followers away each day than earinng new followers. Although we had an excellent network and thousands of followers, we ultimately decided to cease all activity on Twitter in 2023.

LinkedIn Part I: making excellent contacts

In the early years, [iito]’s Founder and Editor-in-Chief, Marcus Lippold, only used LinkedIn to keep in touch with persons he had met before and who were not active on Twitter. The corporate LinkedIn channel of [iito] Business Intelligence was not even used at all.

Starting of contact making via LinkedIn

At the end of 2019 Mr. Lippold did not even have 1,000 contacts on LinkedIn, while having several thousand followers at Twitter. The COVID lockdown in 2020 changed everything. Our Editor-in-Chief started to contact relevant people – and only relevant!; until today we do neither accept contacts nor followers, we consider no good fit – via LinkedIn, to built up an excellent, high level network. It worked much better than expected, from less than 1,000 at the end of 2019 to over 12,500 LinkedIn contacts and over 12,500 followers today. Among these contacts and followers are founding CEOs of startups, PE/VC investors from both sides of the Atlantic, C-level managers of billion dollar groups, business development and corporate strategy managers, and last but not least, the major PR/IR agencies in the life science space and many colleagues from biotech news outfits.

During these days we continued to post up-to-date business news at Twitter and the corporate [iito] LinkedIn channel was still inactive and without followers.

LinkedIn Part II: posting up-to-date business news

After we decided to leave Twitter over the course of 2023, we opted to really start our [iito] Business Intelligence channel at LinkedIn and to do the former “News Tweets” there.

However, these were tough choices with regard to two aspects:

> we started with nearly zero followers, i.e, down several thousands, losing all past Twitter followers;

> we decided to establish an industry news feed at our corporate LinkedIn account; not exactly what a user would expect from a corporate business account.

With the personal LinkedIn account of our Editor-in-Chief having over 10,000 followers already back in 2023 and the corporate account having virtually none, there was the strong temptation to post the daily news – formerly done at Twitter – via the larger channel.

However, [iito] has a policy of always doing things that make sense. We call it: Plain.Stupid.Simple – bringing back common sense.

Marcus Lippold, founder and Editor-in-Chief of [iito], explains:
“That was a tough decision, to lose thousands of followers within seconds. However, my personal LinkedIn contacts did not connect with me, to be flooded by ten or more daily news. So, this was a no-go. Today we are just close to 1,000 followers for our [iito] news channel, while I do have over 12,500 personal followers. However, we still do not actively promote our [iito] channel. From time to time, in line with our concept of making common sense, we check whether things look reasenable. Sometimes, when there are big news, we post these news on both channels and indeed, my personal account always gets at least 10 times more views than our corporate channel. So, this is in line with what you’d expect.”

Preparing for a future outside of major US social media platforms

While LinkedIn is still the gold standard for a social media presence of businesses today, things are going south there, too. Your time line is getting more and more strange and you are constantly teased into doing one more “action”. In addition, the need of every serious business and business person to be on LinkedIn and it’s de facto position as the top place for content marketing, is ruining things slowly, but surely. Too much activity from people, who just “need to be there“ or “want to post there”, thus killing the fun, the quality and ultimately moral standards.

Marcus Lippold comments:
“All this has been seen before on Twitter. Smarter people than me called it out a long time ago and gave it a name: enshittification.* As there seems to be no way out of this trend on free social medica platforms, with all of them finally trying to monetise their members, the future for any serious business can only be outside of social media platforms. Actually, that’s what we are working on at [iito] for some time now. Stay tuned!”

* See https://en.wikipedia.org/wiki/Enshittification

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About [iito] Business Intelligence

[iito] Business Intelligence is a German business information services provider, focused on the European and North American and Asian life sciences and the worldwide analytical industry.
As of March 2025 [iito] is providing nine world-wide leading business web portals, among them [LSE] Life-Sciences-Europe.com, [LSUS] Life-Sciences-USA.com and [MSC] Mass-Spec-Capital.com
More information can be found at www.life-sciences-europe.com
Contact:

[iito] Business Intelligence

Winterstr. 44

28215 Bremen
Germany

Phone: + 49 (0) 421-9889-173

E-Mail: [email protected]

Web:

[LSE] Life-Sciences-Europe.com
[LSUS] Life-Sciences-USA.com
[MSC] Mass-Scpec-Capital.com

https://www.linkedin.com/company/-iito-business-intelligence

Record changed: 2025-04-10