LinkedIn is considered the most effective social media platform for B2B lead generation, with over 2 million active publishers sharing content and 182 million unique visitors in Q4 2014. A study found that traffic from LinkedIn generated 277% more visitor-to-lead conversions than Twitter or Facebook. Professionals are joining LinkedIn at a rate of over two new members per second, comprising the world's largest professional community for B2B marketers to engage with their target audience.