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How Can Marketers Get the Most Out of LinkedIn?
Sunday May 02, 2010 | 1 comment
A recent survey, Social Media’s Role in Decision Making by Business Professionals by The Society for New Communications Research (SNCR), found that 92% of B2B professionals use LinkedIn. I originally planned to write about 3 tactics you can use to get the most out of this powerful social media network, but my list quickly exploded to 7!
#1. Expand your network. Every time you make a new acquaintance, invite him/her to join your network. Every time you login, you’re prompted with possible contacts. Scan and invite those you know to join your network. Could be a current colleague, a past colleague, a customer, a prospective customer, a partner, a member of the press, a blogger...This list could go on and on and on.
#2. Update your LinkedIn status field regularly. Your network of linked contacts receives a weekly email notification highlighting activity within their network—so your status may be seen by linked colleagues. When your network logs into their account, each is served their LinkedIn home page, so your status may be seen by linked colleagues. This increases your profile, so leverage your visibility with relevant content. Promote a white paper. Promote your current blog post or your company’s. Promote a webinar. Offer a book title that you found valuable.
#3. Join LinkedIn groups. Join groups that your prospects and customers join. Join groups that interest you. Participate. Read discussion topics. Add relevant comments. Initiate discussions that are on theme. Add your voice to the conversation and be recognized as a thought leader.
#4. Answer questions. This is a great way to build your reputation as a thought leader. To build awareness for your company, be sure to include your name, company name, and company website or blog at the end of your response.
#5. Start a LinkedIn group. Once the group takes off, step back and moderate as needed. When conversations are quiet, stimulate discussion by adding relevant and on-theme content.
#6. Prospect and research. Use LinkedIn to prospect for new customers, research the companies, and identify possible decision makers and influencers. (Your competitors are doing this. The companies trying to sell their products and services to you are doing this.)
#7. Introduce people; introduce companies. The number of professionals turning to trusted advisors via social networks for referrals is increasing. If a member of your network has inquired about a company that sells “widgets” and you know a reputable company that does, give a referral.
If you’re not in the 92% that has a LinkedIn account, get one. It’s free. It’s easy. It’s powerful. And it’s going to become more powerful. What are your thoughts on LinkedIn? How else can marketers leverage this social media network?
Crosby out.
Additional resources:
- Learn how to improve your LinkedIn profile.
- Watch a video illustrating the new features of the status field in LinkedIn.
- Read highlights of the Social Media’s role in Decision Making by Business Professionals survey.
Tags: social media networks, social media marketing, social networking
Comments
Good article Irene. I find it amazing...I used LinkedIn recently to reach out to my contacts about a job opening I knew of (figuring in this economy it would be a good avenue to pursue) and everyone remarked that I was the first person they knew of actually using LinkedIn for its professional (and intended) purpose!
So I would add it is a great way to recruit and find new talent/partners in general. By starting with people you know & trust, you get a much better pool of qualified candidates. Also, I find proper use of LinkedIn spurs others to follow suit.