Jennifer Bishop, a LinkedIn expert from Melbourne, Australia, argues that LinkedIn participation and profiles seriously reflect professionals' online brands. With over 100 million users globally and 1.3 million in Australia, LinkedIn leads business conversations where Facebook and Twitter lead social conversations. Bishop says professionals must establish social media policies to manage risks and should have complete LinkedIn profiles linked to their websites and companies to leverage LinkedIn's search engine optimization power. Bishop also notes LinkedIn allows businesses to actively engage with customers and employees to build their brands.

1. In the
media…
Jennifer Bishop, Director Content & Copy and LinkedIn Strategist.
Some articles and other stuff that have been picked up by the broader media, in Australia and globally.

2. IN THE MEDIA, 2011
In the Media
Jennifer Bishop, Director Content & Copy and
LinkedIn Strategist, (Melb, Australia)
CANADA
Leila Henderson
Founder and CEO
newsmaker.com.au
“Many people know
LinkedIn is good for
[Type the document title]
business but they're
not sure why or how
Global expert warns LinkedIn to leverage their
contacts - Jennifer
now critical to online presence Bishop is the
consummate
By HCA | 30/03/2011 12:00:00 AM | 0 comments professional
bringing years of
experience in
With 100 million professionals now 'offline' marketing
participating in social networking site and communication
LinkedIn globally and 1.3 million in Australia to the LinkedIn
(at Jan 2011), LinkedIn participation and professional. If you
profiles very seriously reflect every are looking for rapid
professional's online brand. While Facebook
growth or to
and Twitter lead social conversations,
consolidate your
LinkedIn, with its 17,800,000 "group
members", leads business conversations.
inbound and outbound
marketing, talk to
The choice is no longer, do we Jennifer.” March 30,
participate, but how we do, according 2011
to Melbourne-based LinkedIn expert Jennifer Bishop, who
is recognised as a top global LinkedIn influencer.
"The only thing you will get from burying your head in the sand is
the sand kicked in your eyes," Bishop said. "Think Harvey
Norman's response earlier this year to negative social media
sentiment. The key question is how do organisations manage 1
themselves and their employees by establishing social media
policy and guidelines that mitigate social media risk?"

3. Bishop explained that to understand the SEO power of LinkedIn, all you have to do is
Google a person's name to pull up their LinkedIn profile. She added that LinkedIn usually
appears before either a Facebook or Twitter reference.
"To manage the corporate brand, you should have all employees registered on LinkedIn,
all with correct links back to the 'company website' and to your 'company profile' on
LinkedIn. Each comment, update or post on LinkedIn should constitute a business
interaction and should 'always' reflect an organisations corporate brand guidelines and
policies."
LinkedIn's SEO power has now been magnified with the inclusion of open groups, LinkedIn
signal, and LinkedIn today (its new news site). These provide more opportunities for
professional commentary which are searchable via Google and other search engines.
"For large corporations this will mean revisiting your Brand Manual and Guide lines to
ensure that these guidelines extend to representations about the organisation in any
online format such as social media," said Bishop. "This would include Facebook, LinkedIn
and Twitter."
[Type the document title]
In addition, a Professional Business Conduct Policy can incorporate appropriate behaviour,
attire, conduct and language in both an on and offline environment.
"That is separate of course to comments that are made that could constitute libel,
defamation or serious brand damage," Bishop added. "And these statements should be
included in any legal agreement between the employer and the employee."
LinkedIn also provides businesses with the ability to actively listen, watch, gather and
learn from their customers and employees. The information gathered can be converted
into employee advocacy, brand building and inspire loyalty much quicker than traditional
methods.
"In summary, make sure you understand the power and scope of branding tools like
LinkedIn and realise that comments or profiles on these sites are most likely to be the first
information found on your organisation. So If you take the time to learn and understand
the platform, your opportunities to control your brand online are going to be far greater
than the social media ostrich seated next to you."
2

4. IN THE MEDIA, 2011
USA
http://socialmediatoday.com/jenniferlb/281412/why-linkedin-critical-your-online-brand
Why LinkedIn is critical to your "online brand"
[Type the document title]
Tags: LinkedInlinkedIn 100 millionLinkedIn brandingLinkedIn SEOlinkedin strategySEO
comments Posted March 26, 2011 by Jennifer Bishop with 87 reads
0
retweet3 Share Share this postNew
With 100 million professionals now on LinkedIn globally and 1.3 million in Australia
(Jan.2011), your LinkedIn participation and profile very seriously reflect your online brand.
While Facebook and Twitter lead social conversations, LinkedIn with its 17,800,000 “group
members” lead business conversations.
The choice is no longer, do we participate, but how we do. “The only thing you will get form
burying your head in the sand is the sand kicked in your eyes.” Think Harvey Normans
response earlier this year to negativesocial media sentiment. The key question is how do
organisations manage themselves and their employeesby establishing social media policy
and guidelines that mitigate social media risk.
To understand the SEO power of LinkedIn, all you have to do is Google a person’s name to
pull up theirLinkedIn profile. In fact LinkedIn usually appears before either a Facebook or
Twitter reference. To manage the corporate brand, you should have all employees registered
on LinkedIn, all with correct links back to the "company website" and to your "company
profile" on LinkedIn. Each comment, update or post on LinkedIn should constitute a business 3
interaction and should "always" reflect an organisations corporate brand guidelines and
policies.

5. LinkedIn’s SEO power has now been magnified with the inclusion of open groups LinkedIn
signal, LinkedIn today (its new news site). More opportunities for professional commentary
which are searchable via Google and other search engines.
For large corporations this will mean revisiting your Brand Manual and Guidelines to ensure
that these guidelines extend to representations about the organisation in any online format (
social media). This would include Facebook, LinkedIn and Twitter.
In addition a "Professional Business Conduct Policy" can incorporate appropriate behaviour,
attire, conduct and language in both an on and offline environment. That is separate of
course to comments that are made that could constitute "libel, defamation or serious brand
damage." And these statements should be included in any legal agreement between the
employer and the employee.
LinkedIn also provides businesses with the ability to actively listen, watch, gather and learn
[Type the document title]
from their customers and employees. The information gathered can be converted into
employee advocacy, brand building and inspire loyalty much quicker than traditional
methods.
Therefore make sure you understand the power and scope of branding tools like lLiknedIn
and realise that comments or profiles on these sites are most likely to be the first information
found on your organisation. So If you take the time to learn and understand the platform your
opportunities to control your brand online are going to be far greater than the social media
ostrich seated next to you.
About Jennifer BishopJennifer is the Director of Content and Copy Australia. and an
Australian LinkedIn strategist, speaker and writer. CCA grows business with integrated digital
content and social media strategy. Using evidence based research we envisage a world of
"Inbound Marketing." CCA use a strategic approach to online branding focusing on the use of
LinkedIn for B-to-B brands and organisations. We assist organisations to leverage LinkedIn
through learning, connection and transformation. We mitigate your brand's social media risk
by empowering brand evangelists and the integration of social media policy. Connect with
Jennifer @ http://au.linkedin.com/in/jenniferleebishop or email @
info@contentandcopy.com.au
4

6. IN THE MEDIA, 2011
AUSTRALIA
Content & Copy Australia
http://contentandcopy.com.au/why-linkedin-is-critical-to-your-online-brand/
Dynamic Business
[Type the document title]
http://www.dynamicbusiness.com.au/news/why-linkedin-is-critical-
to-your-online-brand-2432011.html
Published | March 24, 2011
Comments | 4
Why LinkedIn is critical to your online brand
This week LinkedIn celebrated its 100 millionth global user and 1.3 million of those
are in Australia. According to one expert, participation and profiles very seriously
reflect every professional’s online brand. While Facebook and Twitter lead social
conversations, LinkedIn, with its 17,800,000 group members, leads business
conversations.
The choice is no longer, do we participate, but how we do, says Melbourne-based
LinkedIn expert Jennifer Bishop, who is recognised as a top global LinkedIn
influencer.
“The only thing you will get from burying your head in the sand is the sand kicked in
your eyes,” Bishop says. “Think Harvey Norman’s response earlier this year to
negative social media sentiment. The key question is how do organisations manage
themselves and their employees by establishing social media policy and guidelines 5
that mitigate social media risk?”

7. Bishop explains that to understand the SEO power of LinkedIn, all you have to do is
Google a person’s name to pull up their LinkedIn profile. In fact, she says, LinkedIn
usually appears before either a Facebook or Twitter reference.
“To manage the corporate brand, you should have all employees registered on
LinkedIn, all with correct links back to the ‘company website’ and to your ‘company
profile’ on LinkedIn. Each comment, update or post on LinkedIn should constitute a
business interaction and should always reflect an organisation’s corporate brand
guidelines and policies.”
LinkedIn’s SEO power has now been magnified with the inclusion of open groups,
LinkedIn signal, and LinkedIn today (its new news site). These provide more
opportunities for professional commentary which are searchable via Google and
other search engines.
[Type the document title]
6

8. IN THE MEDIA, 2011
http://www.webmoney.com.au/why-linkedin-is-now-critical-to-your-online-brand/
Why LinkedIn is now critical to your online brand
by ADMIN on Mar 24, 2011 • 9:09 pm1 Comment
[Type the document title]
fbshare
With 100 million professionals now participating in social networking site LinkedIn globally
and 1.3 million in Australia (at Jan 2011), LinkedIn participation and profiles very seriously
reflect every professional’s online brand. While Facebook and Twitter lead social
conversations, LinkedIn, with its 17,800,000 “group members”, leads business
conversations.
The choice is no longer, do we participate, but how we do, says Melbourne-based LinkedIn
expert Jennifer Bishop, who is recognised as a top global LinkedIn influencer.
“The only thing you will get from burying your head in the sand is the sand kicked in your
eyes,” Bishop says. “Think Harvey Norman’s response earlier this year to negative social
media sentiment. The key question is how do organisations manage themselves and their
employees by establishing social media policy and guidelines that mitigate social media
risk?”
Bishop explains that to understand the SEO power of LinkedIn, all you have to do is Google a
person’s name to pull up their LinkedIn profile. In fact, she says, LinkedIn usually appears
before either a Facebook or Twitter reference.
“To manage the corporate brand, you should have all employees registered on LinkedIn, all
with correct links back to the ‘company website’ and to your ‘company profile’ on LinkedIn.
Each comment, update or post on LinkedIn should constitute a business interaction and
should ‘always’ reflect an organisations corporate brand guidelines and policies.” 7

9. LinkedIn’s SEO power has now been magnified with the inclusion of open groups, LinkedIn
signal, and LinkedIn today (its new news site). These provide more opportunities for
professional commentary which are searchable via Google and other search engines.
“For large corporations this will mean revisiting your Brand Manual and Guidelines to ensure
that these guidelines extend to representations about the organisation in any online format
such as social media,” says Bishop. “This would include Facebook, LinkedIn and Twitter.”
In addition, a Professional Business Conduct Policy can incorporate appropriate behaviour,
attire, conduct and language in both an on and offline environment.
“That is separate of course to comments that are made that could constitute libel,
defamation or serious brand damage,” Bishop adds. “And these statements should be
included in any legal agreement between the employer and the employee.”
LinkedIn also provides businesses with the ability to actively listen, watch, gather and learn
from their customers and employees. The information gathered can be converted into
[Type the document title]
employee advocacy, brand building and inspire loyalty much quicker than traditional
methods.
“In summary, make sure you understand the power and scope of branding tools like
LinkedIn and realise that comments or profiles on these sites are most likely to be the first
information found on your organisation. So If you take the time to learn and understand the
platform, your opportunities to control your brand online are going to be far greater than
the social media ostrich seated next to you.”
About Content and Copy Australia
Content and Copy grows business with integrated digital content and social media strategy.
Using evidence based research we envisage a world of “Inbound Marketing.”
CCA use a strategic approach to online branding focusing on the use of LinkedIn for B-to-B
brands and organisations. We assist organisations to leverage LinkedIn through learning,
connection and transformation. We mitigate your brands social media risk by empowering
brand evangelists and the integration of social media policy.
CCA conducts both professional and corporate workshops for leveraging LinkedIn. Jennifer’s
next workshop is on March 29th in Melbourne. Connect with Jennifer on LinkedIn or email
at info@contentandcopy.com.au
http://au.linkedin.com/in/jenniferleebishop
Disclaimer: CCA is not employed, or any way affiliated with LinkedIn.com, we provide only a
strategic approach to using the platform.
8