Social Media – LinkedIn

linkedin-iconPosting/Blogging on LinkedIn…

  • Post consistently – update your status… even if it is 1x/month.
  • Use visuals… a good photo helps capture a readers attention.
  • Keep your post short (300-1,000 words).
  • Readers want informative, insightful, inspirational content – not self-serving promotion.
  • Your headline must be short, concise, clear and give professionals a reason to click through.
  • Interact and respond to others that comment on your post.
  • Ask members for feedback… Your followers will welcome the chance to respond to
    questions about industry trends, business problems, new products, and more. On average, status updates that contain questions receive almost 50 percent more comments.
  • Write about what you know or about current events.
  • Be helpful and friendly, not sales-y. Don’t post overly promotional messages. If you do post occasional company-related news or product announcements, make sure they deliver a specific benefit to your followers.
  • The new LinkedIn Publisher stats offer amazing insight into not only how many people are viewing each post, but the length of life of each post, reader demographics and the people who engage with your posts.
  • TIMING… Updates posted in the morning usually earn the highest engagement, with a slight bump occurring again after business hours. Experiment to see what works best for your company.
  • Use links in your post to make it easier for readers to connect to the topic. Company Updates containing links can have up to 45 percent higher follower engagement than updates without links.3 Just remember to write a compelling sentence to accompany the link, inspiring members to click through.

Setting Up Your ACCOUNT…

  • Customize your profile URL [ie:]
    LinkedIn provides you with a default URL which you can – and should – customize.
  • Use a professional photo for your profile image
  • Your Professional Summary must expand upon that branding further while also supporting what you say in your headline as well as potentially ending with a good call-to-action. You must “close the deal” by making sure that, after your profile visitors read your Professional Summary, they will be sold on you and want to initiate contact.
  • Use your current email as your PRIMARY EMAIL but also add past emails so others can find you.
    Your LinkedIn Profile is about helping you get found: That’s why it’s important to connect the dots with your past as much as possible to allow as many people from your past to find you – and for you to be able to find them. Don’t stop at your current employer: Go back in history and fill in every employer you’ve ever worked for and educational institution you’ve attended.
  • Build credibility with recommendations… a few real recommendations can go a long way.
  • Join relevant LinkedIn groups
  • Create a COMPANY PAGE if you are the owner of your business.
    • [NOTE: Your company’s email domain must be unique to the company to set up page]
    • Use highly targeted Follow Ads to quickly attract the precise audience that you are trying to reach. Follow Ads appear throughout LinkedIn and can be targeted to members in specific industries, companies, and regions. When members follow your company, that action spreads through their network as an update, which motivates others to follow as well.
    • Posting daily company updates is the most effective way to start a conversation, drive word of mouth, and directly engage with your target audience. Share company news, industry articles, thought leadership pieces, or ask followers to weigh in on hot topics. Posts will appear on your Company Page and in the news feed on the homepage of each of your followers across all devices and platforms.
    • Create a SHOWCASE PAGE
    • Click for more Company Page Tips
  • Link your account to your TWITTER account under your linkedin PROFILE SETTINGS

Advertising on LinkedIn…

  • Learn about advertising options.
  • Log-In to your campaign manager to set up ads
  • Set your own budget – Pay by clicks or impressions
  • Stop your ads at any time – No long-term contracts – No commitments
  • You control your campaign’s cost in 2 ways:
    Setting budgets (the maximum total amount you want to spend per day).
    Setting bids (the maximum amount you want to pay for each click or every 1,000 impressions). There are 2 bidding options:
    Pay-per-click (CPC): You specify the maximum amount you’re willing to pay per click (Example: $3.00 per click) and set a daily budget to identify the most that you’re willing to spend each day.
    Pay-per-1,000 impressions (CPM): You specify a set cost for each 1,000 times your ad is shown, no matter how many clicks you receive. This is a good option if you care more about the number of times your ad is shown than the number of clicks.
  • Minimum costs to advertise in Campaign Manager:
    $10 daily budget: Per campaign.
    $10 total budget: Per campaign (an optional feature for Sponsored Updates).
    $2 minimum bid: For CPC or CPM.

Etiquette Guide…

Q: How often should I check LinkedIn?

A:Maintain a consistent presence and respond to messages and connection requests in a timely fashion. You do not need to login every day. LinkedIn sends a Network Update once a week or once a day.

Q: How do I make sure my LinkedIn profile is professional?

A: Be truthful and don’t stretch the facts — remember that your profile is public. Next, post a photo that is professionally appropriate. Finally, write up your experience and credentials as you would present them on a resume or cover letter. Your writing can be a little less formal on LinkedIn, but proper grammar, spelling and proofreading are essential. Use your real name.

Q: What’s the best way to request to connect with someone?

A: LinkedIn provides a basic message “I’d like to add you to my professional network on LinkedIn,” but it’s a good idea to customize your requests. You’ll get a better response rate if you write a brief, personalized, polite note to each potential connection reminding them how you met (if necessary) and explaining why you’re interested in connecting.

Q: How do I ask for an introduction?

A: When you request an introduction, you’ll be prompted to write a note to your mutual connection and then a separate note to the person you want to meet. In both cases, draft a compelling subject line and a short note that introduces you and explains why you hope to connect.

Q: What should I do if someone doesn’t respond to my connection request or message?

A: There is no guarantee that everyone you want to connect with will want to connect with you. If you haven’t heard from a potential connection in over a month, it’s okay to send that person an email to say that you’ve reached out and would like to connect. If that doesn’t work, it’s best to move on to people who are more interested or responsive.

Q: How do I handle a request from someone I don’t know or don’t want to connect with?

A: You can either reply with a short note requesting an explanation (“Hi – can you remind me how we know each other?”) or you can click “Archive” to ignore the request or save it for the future. If you definitely don’t want to connect, simply click “Archive” and move on. If you want to report the person as a spammer, then click “I don’t know this user.” Users who receive several of these clicks are removed from LinkedIn.

Q: Will people know if I un-connect from them?

A: If you unconnect from someone, that person will not be alerted. Of course, if that person looks
through his or her contacts or attempts to send you a message, you will no longer be shown as a 1stdegree connection.

Q: How many groups should I join?

A: The number of groups you belong to on LinkedIn should reflect approximately the number of
professional affiliations you have (or want to have) in real life. For instance, if you attend college, are an accounting major and love social media, it would be great to join your alumni group, an accounting group or two and a social media group or two. To get the most benefit from group participation, quality trumps quantity.

Q: What is the most polite way to ask someone to write a recommendation for me?

A: Most importantly, you want to request recommendations from people who really know you and your work, such as former bosses or professors. Customize each Recommendation Request with a polite, gracious and personalized note, and provide a few words outlining the accomplishments or qualities this person might mention about you. And, of course, always thank the person for writing the recommendation.

Q: What’s appropriate to write in my LinkedIn status updates?

A: Although LinkedIn status updates can cross-post with Twitter, be careful only to post professional comments to LinkedIn. This means no posts about the weather or your crazy cat. The best status updates are like snippets from a networking conversation: quick notes about events you’re attending, accomplishments you’re proud of, articles or books you’ve read and professional announcements like a new position.