Social Media Strategy for Maximizing Your LinkedIn Experience


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Emerging online collaboration platforms are fundamentally changing the way we work and engage with each other, clients and partners. LinkedIn is no exception. Maximize your online brand with a specific social media strategy to achieve your professional goals.

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Social Media Strategy for Maximizing Your LinkedIn Experience

  1. 1. LinkedIn<br />Maximizing your efforts to achieve your social media professional goals<br /> <br />
  2. 2. Presented by<br />Erika Kirsten BeckRyder Media Consultants <br />
  3. 3. What is Social Media?<br />Andreas Kaplan and Michael Haenlein define Social Media as… <br />“a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0 and that allow the creation and exchange of user-generated content.”<br />
  4. 4. What is Social Media?<br />Social Media is about conversation – being social<br />Media because it resembles traditional published content<br />Same as:<br /><ul><li>User-generated content (UGC)
  5. 5. Consumer-generated media (CGM)
  6. 6. New Media, digital media
  7. 7. Interaction through technology</li></ul>It is:<br /><ul><li>Participatory
  8. 8. About Connections
  9. 9. Mobile</li></li></ul><li>Why use Social Media?<br /><ul><li>Build a community – connect 
  10. 10. Listen
  11. 11. Keep people updated on latest news (broadcast) – educate
  12. 12. Learn what the community thinks of you (rep.)
  13. 13. Respond to community concerns before they become issues (action) – reassure
  14. 14. Interact with your community – engagement</li></li></ul><li>What is LinkedIn?<br />A business-oriented social networking site mainly used for professional networking.<br />
  15. 15. Who uses LinkedIn?<br />LinkedIn is the premier place to showcase your professional abilities and accomplishments.<br /><ul><li>Professionals seeking to network
  16. 16. Job seekers
  17. 17. Companies looking to network and brand</li></li></ul><li>How you can use LinkedIn <br /><ul><li>Acquire new clients through online recommendations and word of mouth
  18. 18. Keep in touch with people who care most about your industry
  19. 19. Find the right vendors to outsource services you’re not an expert on
  20. 20. Establish inside connections on a company orindustry of interest to you via your network
  21. 21. Build your industry network—online and in person</li></li></ul><li>LinkedIn<br /><ul><li>Take advantage of third-party applications to link your Facebook status updates to your LinkedIn profile and visa-versa to populate the field.
  22. 22. Aim to include hyperlinks within your status updates when applicable. Don’t forget to include status updates that link to your blog posts or the blog posts of your colleagues/business associates.
  23. 23. Take advantage of the LinkedIn “share this” option to post articles to your groups. </li></li></ul><li>LinkedIn <br /><ul><li>Take advantage of third-party applications to link your blog and any of your presentations to your profile.
  24. 24. Apply search engine optimization (SEO) techniques to your profile – use key words.
  25. 25. Answer questions to build your online credibility - become an expert.
  26. 26. Use the Events option to promote your various activities such as speaking engagements, award dinners/luncheons, book releases etc…</li></li></ul><li>Your LinkedIn Profile<br /><ul><li>You should consider your profile as an online resuméthat you are making public to the LinkedIn network.</li></ul>- Avoid any personal information such as residential address, home phone number, tax or financial data.<br />
  27. 27. Building Your LinkedIn Network<br /><ul><li>If you have an E-mail address book on Yahoo, Gmail or AOL there is an option to sign in to any of those accounts and import your address book in hope that you will find existing users on LinkedIn.
  28. 28. You will receive an E-mail message from the LinkedIn site at the address you specified. You will need to follow the instructions on that E-mail message otherwise LinkedIn will think your account is invalid.</li></li></ul><li>Building Your LinkedIn Network<br /><ul><li>You can also search for individuals by name using key words. </li></ul>e.g. Cathy Sandeen UCLA and send a request to connect.<br />
  29. 29. LinkedIn Follow Company <br />“Follow Company” feature keeps track of key developments at companies you like. <br /><ul><li>Informs you of new developments, potential business opportunities or even job opportunities by following companies of interest to you
  30. 30. Lets you tap into key goings-on at nearly a million companies that already have their company profiles on LinkedIn
  31. 31. Delivers insights such as the pace of hiring at your nearest competitor or current employer
  32. 32. Easiest way to find the Company Profiles homepage is from the “More” drop down list on the LinkedIn header</li></li></ul><li>LinkedIn Groups<br />What is a “group” on LinkedIn and how do I join one?<br /><ul><li>A group can be any professional and alumni collective
  33. 33. You can search for them via the directory of groups</li></ul> OR<br /><ul><li>By reviewing the profiles of your connections</li></li></ul><li>LinkedIn Applications Directory <br />
  34. 34. The LinkedIn “tweets” application<br /><ul><li>Allows you to view who you follow on twitter (and their tweets) via LinkedIn
  35. 35. Allows you to see if your connections have twitter profiles and if you are following them
  36. 36. Allows you to tweet or RT from the LinkedIn interface
  37. 37. You can login to one site and accomplish two things</li></li></ul><li>New LinkedIn Features<br /><ul><li>Job Portal for Students and Recent Graduates providing easy access to entry-level jobs and internships at some of the best companies worldwide.
  38. 38. LinkedIn Today delivers the day’s top news, tailored to you based on what your connections and industry peers are reading and sharing.
  39. 39. LinkedIn Skills – a whole new way to understand the landscape of skills & expertise, who has them, and how it’s changing over time.</li></li></ul><li>New LinkedIn Features<br /><ul><li>Add LinkedIn Recommendations widget to your site and gather Insights Everything that you need to know to manage your company’s presence on LinkedIn is now available via the Analytics tab. And for every one of these data slices, you can compare yourself against similar companies to benchmark your performance.
  40. 40. Video sharing on LinkedIn.YouTubevideo posts shared through LinkedIn are playable directly from within the homepage and member feeds.</li></li></ul><li>New LinkedIn Features<br /><ul><li>InMaps is an interactive visual representation of your professional universe. It’s a great way to understand the relationships between you and your entire set of LinkedIn connections. With it you can better leverage your professional network to help pass along job opportunities, seek professional advice, gather insights, and more. To access your InMap, go to</li></li></ul><li>Some Social Media Strategies to Consider<br />Social Media tools help to build your digital brand but without a strategy to amplifyyour social media marketing efforts, you’re wasting your time.<br />
  41. 41. Time Management:The #1 Social Media Strategy You Should Implement<br />Engaging in social media takes time, effort, and energy. Start small and build up! Make sure it’s not wasting your time by integrating all small steps with an overarching Social Strategy you can't maintain.<br /><ul><li>Avoid random posts that don’t have a clear purpose based on your Social Media Marketing goals.
  42. 42. Plan a schedule for the release of content you will be creating or sharing as it relates your area of expertise.</li></li></ul><li>How to get started: Suggestions for beginning the conversation<br /><ul><li>Ask questions
  43. 43. Provide or pass on news
  44. 44. Provide information-</li></li></ul><li>Broadcasting vs. NarrowcastingElements of a great post <br /><ul><li>Have a call to action OR share information that has value
  45. 45. Are authentic in voice and tone
  46. 46. Include a link to an additional media source (blog post, video, audio, downloadable presentations), when applicable (use to shorten your links)
  47. 47. Do not include the mundane, e.g. what you’re eating
  48. 48. Are professional in nature
  49. 49. Relate to your personal brand and agenda –refrain from becoming a human GPS
  50. 50. Frequent and consistent but not multiple times in a day – you don’t want your posts to be interpreted as SPAM
  51. 51. Are conversation starters that ask targeted questions</li></li></ul><li>Anatomy of a great post<br />So-so post<br />Guest speaker tonight - Ty Brooks. <br />Better post<br />Looking forward to having screenwriter Ty Brooks join us tonight to discuss his latest project.<br />Great post<br />Legendary screenwriter Ty Brooks is our guest speaker tonight. He’s going to discuss his latest project for Miramax, “Last Call” – (link movie clip, or an article on Ty). It’s going to be a great class! See you there. <br />
  52. 52. The Rules of Social Media Engagement<br />You must engage to have an effective social media strategy<br /><ul><li>The rule of reciprocity. When someone shares or comments on your post, make a special effort to do the same.
  53. 53. Remember, Social Media networks/platforms are public – think professional not personal when engaging.
  54. 54. If you regret a post/comment – delete, delete, delete.</li></li></ul><li>Promoting Your Social Media Efforts<br /><ul><li>Include a hyperlink to your profile(s) in your email signature
  55. 55. Print your URL(s) on your business cards
  56. 56. on your Facebook page
  57. 57. on your resume
  58. 58. on all collateral materials</li></li></ul><li>Value-added Posts From Original Sources<br /><ul><li>Enables you to position yourself as someone who is always ahead of the curve when it comes to relevant information in your field. You don’t follow the herd mentality.
  59. 59. We are living in the “Attention Age” where “breaking news” becomes “old news” within a matter of hours.
  60. 60. Tweeting or posting status updates that are controlled by popular blogs or news sources is what everyone else is doing.</li></li></ul><li>You still don’t get it?<br /><ul><li>Part of building your personal brand is offering content that has value and is unique – not a regurgitation of what everyone else thinks.
  61. 61. A good percentage of the content you choose to share will be created by others and shared by many.
  62. 62. Fresh content will keep people interested and increase your level of engagement.
  63. 63. It will also build a credible digital footprint and a strong following.</li></li></ul><li>Basic Social Media Guidelines <br />Use this rule of thumb: <br /><ul><li>Because of the conversational nature of social media…</li></ul> - Only 85% of your social media postings should provide content, news or items useful to the reader. <br /> - Only 15% (or less) of your postings should be promotional in nature,and even those should include a benefit to the reader.<br /><ul><li>If you’re writing reviews, the Federal Trade Commission requires youto disclose compensation (a free book, dinner, admission) or a relationship to the company, product or service. See Disclosure Best Practices Toolkit:
  64. 64. If you make an error, correct it quickly, politely and visibly. </li></li></ul><li>Social Media Best Practices<br />Do…<br /><ul><li>Post consistently but not several times a day
  65. 65. Share, not spam
  66. 66. Be authentic and sincere in your tone
  67. 67. Exercise the rule of reciprocity
  68. 68. Build and maintain online alliances; engage
  69. 69. Become a student of social media to enhance your experience
  70. 70. Know who your sources are and give them credit </li></li></ul><li>Social Media Best Practices<br />Don’t…<br /><ul><li>Post negative comments on public pages (make it private if you feel you must be heard)
  71. 71. Start strong and end weak (instead find a social media regime you can maintain)
  72. 72. Lose track of time (set a timer to keep you from getting distracted from your social media goals)
  73. 73. Forget to proof your posts or use spellcheck
  74. 74. Incorporate various forms of media such as videos, presentations, and pictures in your posts along with text</li></li></ul><li>Social Media Best Practices<br />Be aware…<br /><ul><li>You are what you post
  75. 75. What your employer’s social media policy is
  76. 76. Social Media is not supposed to be a burden
  77. 77. The internet has a long memory – Google never forgets</li></li></ul><li>Additional Resources<br />LinkedInBlog:<br />Follow LinkedIn on twitter: @LinkedInBookUnderstanding, Leveraging and Maximizing LinkedInby Neal Schaffer (Free excerpt at your LinkedIn account so you can zero in on profiles with premium search filters. Get the full picture with expanded profiles of everyone on LinkedIn, even people out of your network. Get the complete list of who's viewed your profile with Profile Stats Pro. You'll also see how your viewers found you, and learn more about the people interested in you. <br /> <br />
  78. 78. About the Author<br />Erika Kirsten Beck is the owner and president of Ryder Media Consultants (RMC) which designs, develops and implements custom social media business strategies and campaigns that create awareness for an organization's products or services. She specializes in social media strategy development. Read more:<br /><ul><li>Twitter:
  79. 79. Facebook:
  80. 80. Website:
  81. 81. Blog:</li>