Slides for Chapter 7, Part B of
Web 2.0 and Social Media for Business:
Business in a Connected World
3rd Edition, 2016
Dr. Roger McHaney, Dr. David Sachs
LinkedIn has become the social
media venue of choice for
businesses and individuals seeking
to network with a career focus.
Founded in December 2002 and
publicly launched in May 2003.
By mid-2016, LinkedIn had more
than 430 million registered users.
LinkedIn was purchased by
Microsoft in 2016.
LinkedIn has become the primary location where all business contacts, skill
inventories, training records, and experience histories are maintained.
LinkedIn is useful for maintaining communication and contact with business
associates. For instance, if a member changes jobs, locations, or receives a
promotion, she easily can send the updated information to her business
Business Social Network
LinkedIn Main Functionality
Once a profile has been created, a LinkedIn user can publish it and begin
creating connections. Connections are current and can include former
colleagues, teachers and classmates, business associates, and other
professional contacts. The idea is to create direct connections by adding
people relevant to the user’s professional circle. These connections can
provide introductions to additional professionals who can help to build a
network in particular specialty areas.
LinkedIn is well known for its
capability as a job search
tool. It has become the new
standard for posting resumes,
recommendation letters, and
providing career histories.
Potential employers can see
prospective hires’ networks
of contacts which can add to
the applicant’s credibility and
Jobs on LinkedIn
LinkedIn will generate a list of relevant jobs based on a user’s resume and
job history by trying to match up key words in job listings.
LinkedIn offers discussion groups to
provide additional methods for
finding (or listing) jobs. And to
showcase your expertise.
Group members may post direct
emails or Web links to pages specific
to particular jobs.
Obtain, store and distribute online
recommendations that can be used to
attest to professional abilities or character.
Obtain introductions to key individuals in
Obtain introductions to potential
Search job listings placed on LinkedIn.
Create an online resume that continues to
grow with experiences and career
How Individuals Use LinkedIn
Allows businesses to post additional details of interest to current
or potential employees, stakeholders, and the general public. A
company page can provide news feed type features where
changes, updates, and other information can be posted.
Similar to Facebook Pages
LinkedIn Company Pages
Facebook and LinkedIn
Chapter 7 Summary
Big Social Media
Big social media has become a significant component of many
organizations’ public faces. Customers, employees, and stakeholders expect
to find high quality, useful information on Facebook, LinkedIn, and similar
These venues have increased in importance and have even replaced
traditional Web pages for many small businesses. The ease of construction
and familiar interface and ability to contact important customers
contribute to this movement.
Social media facilitates social networking and the creation of
communication links between organizations and individuals important to
Emerging communities of individuals share common interests and
experiences related to their organizations.
Contact: Roger McHaney, Kansas State University, email@example.com