When creating new or updating existing social media strategy for your brand or business, it’s never a bad idea to keep it simple. After all, the most familiar names like Facebook, Twitter, WordPress and YouTube, among others, are big for a reason.
Another often overlooked but certainly no less important player that deserves serious consideration is LinkedIn.
Although LinkedIn is the largest online professional network, with more than 35 million experienced professionals representing 150 global industries, it doesn’t always sprint to the top of everyone’s must-have list.
One of the reasons why is a common and lingering misconception that LinkedIn is only for job seekers, which is no longer the case nor has it been for a long time.
LinkedIn believes that relationships are the key to professional success. By using LinkedIn as one of your social networking strategies, you can open doors to opportunities using the professional relationships you already have.
After all, in social media it’s not just who you know, but who those people know … and who those people know. LinkedIn helps you grow your network exponentially so you can connect to people in target companies, new industries, and new markets.
With LinkedIn, it is important to realize that the way in which you use it for your business is a little different than how you use it personally. While you wouldn’t think twice about following someone on Twitter or asking them to be your friend on Facebook, when and how you connect on LinkedIn requires a more subtle approach — although that too is changing as more and more users recognize the potential business value of being linked to many other professionals and not just those they know personally.
The one action you want to avoid on LinkedIn is directly contacting users to make a sales pitch. That is a no-no in the LinkedIn community. If you really want to speak with someone, ask one of your own first-level contacts to make the initial introduction for you.
The new Add a Company feature on LinkedIn specifically targets the company-level niche and provides a way to build brand and business.
In general, only employees are linked to a company profile. There are no such restrictions, however, with adding non-employees to your personal list of contacts and using that to expand your network.
Social media is all about putting a face on a business and representing the goods or services it offers on a personal level. Who better to do that than its individual employees such as yourself … and of course your clients and/or users.
If you don’t have a personal user account on LinkedIn, here’s what to do. If you already have an account, here are some ideas for creating additional value for your business as well as yourself.
STEP 1: JOIN LINKEDIN
Visit www.LinkedIn.com to create your personal account. No one can connect with you or your company if you aren’t there, right?
STEP 2: CREATE A COMPREHENSIVE PROFILE
You want potential clients or partners to be able to find you quickly. And you want to ensure that everyone who may know you is prompted to connect to you on LinkedIn. Your profile should include your 30-second business commercial, but instead of listing the companies you have worked for and dates of your employment, think about ways to explain your business, your brand and the product or services it offers. Adding key words in the specialties section will make it easier for people to find you and what your business has to offer. Avoid using a corporate voice and simply be yourself.
STEP 3: INVITE PEOPLE TO JOIN YOUR NETWORK
Contact friends, colleagues and others in your industry to join your network. LinkedIn’s tools can give you a list of all the people you know who are already LinkedIn members. The more contacts you have, the easier it is to connect to people you might need or want to network with. Again, avoid hard-sell tactics.
STEP 4: ASK FOR RECOMMENDATIONS
Ask your contacts and clients to write recommendations for you on LinkedIn. Having recommendations on LinkedIn is important and will help establish your level of expertise and build trust. Your successes on a personal level will in many ways represent your company’s successes, too.
STEP 5: SEARCH LINKEDIN’S JOB POSTINGS FOR COMPANY INFO
Other companies and recruiters post jobs and other valuable information on LinkedIn’s website. Even if you aren’t actively looking for a job you can see who is and learn more about your market and your competitors.
STEP 6: JOIN GROUPS ON LINKEDIN
Many professional associations, alumni associations and other organizations have formed groups on LinkedIn. Identifying and joining those that match your business product or service is an excellent way to find and network with like-minded people — and potential clients or business partners.
STEP 7: BE PROACTIVE AND APPROACH POTENTIAL NETWORKING CONTACTS
The advanced search feature in LinkedIn allows you to find contacts by name, company, title, keyword, industry and geography. You will be able to identify and request introductions to people that you need to know.
STEP 8: CHECK OUT APPLICATIONS, ACCOUNTS AND SETTINGS
You can now share presentations, conduct polls, link a blog to your profile, and collaborate on projects through LinkedIn. You can also customize your LinkedIn settings.
STEP 9: MAKE LINKEDIN PART OF YOUR ONGOING SOCIAL NETWORKING STRATEGY
Most new jobs and business opportunities come from networking. And online networking is a time-efficient way to be visible and accessible, identify subject matter experts, and find contacts in target markets and organizations. Provide fresh content and links that will show you are paying attention and keep you “top of mind” with your contacts.
In summary …
• Personalize your profile and don’t treat it like a traditional resume, and use keywords to optimize search value
• Include CAR (Challenge, Actions, Results) statements, result metrics and examples of your product or service whenever possible
• List all areas of expertise, even if not part of your company’s core product or service, and include business goals
• Always connect and seek recommendations from former clients, partners, industry leaders, and personalize requests to them for a contact or recommendation
• Review your public (or “viewable”) profile and update it regularly, which will flag it to others on their own LinkedIn page and remind them of your presence
• Use your custom profile URL option, and take advantage of other LinkedIn apps and widgets if applicable
• Participate in groups as a way to represent your company or brand, and build trust
• Answer questions in the Questions and Answers area to gain respect and establish expertise
• Provide links to other social media like Facebook, Twitter, blogs
• Ask your co-workers and other employees to join, especially senior management
• Use to research and do pre-meeting homework on clients and customers
Filed under: LinkedIn, Social Media, LinkedIn, small business
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