LinkedIn has what it takes to outlast and outgrow Facebook, and marketers should be paying the network more attention, says Possible CEO Shane Atchison. LinkedIn comes with built-in utility that will help it stay relevant to a maturing audience, long after Facebook's star has faded, Atchison argues. "Facebook will become the birthday network, because it's most relevant to you on your birthday -- it's no longer relevant on a day-to-day basis," he says.

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