LinkedIn is an online professional networking platform where users can create profiles, connect with colleagues and professionals in their industry, and engage with relevant industry groups. It differs from social media platforms like Facebook and Twitter by focusing on professional rather than casual connections. Bloggers can use LinkedIn to reach a professional audience by starting discussions in relevant groups about their blog posts to attract new readers and position themselves as thought leaders in their field.

1. Linking in to LinkedIn
Attract Readers; Gain Impact

2. What is LinkedIn?
Attract Readers; Gain Impact
LinkedIn is an online social networking website
for professionals.
It is used for making connections with
• Colleagues (past and present)
• Classmates
• Potential employers and employees
• Potential clients
• Business partners
• Relevant companies

3. How is LinkedIn different?
Attract Readers; Gain Impact
LinkedIn is where you place your online résumé.
It’s not a numbers game like Facebook and Twitter,
the idea is not to get as many connections as possible.
Connections are made with people you know or trust,
and they need to be invited to join.
They are more than just a casual acquaintance, you
need to have a valid reason for connecting.
The main reason is to stay in touch with former
colleagues and classmates, or to further a relationship
with newly met contacts from other networking
group activities.

4. Think about your profile
Attract Readers; Gain Impact
LinkedIn provides a
professional looking
profile which should have
a professional heading
(using relevant keywords)
and a good photograph in
a professional capacity.

5. Add your blog to your contact details
Attract Readers; Gain Impact
Your contact details should
include links to your blog, which
should comprise of its name
rather than just the generic ‘blog’.
This is accomplished through the
editing mode below.

6. Mention your blog elsewhere
Attract Readers; Gain Impact
Make sure your summary
highlights the best parts
of your profession, and
mention your blogging.
Mention any awards you
may have received.

7. Find groups that are relevant
Attract Readers; Gain Impact
Accumulate endorsements
and recommendations for
your professional skills.
Join some LinkedIn groups.
Vary them according to your
industry or niche to keep up
to date, and where your
potential customers may be
congregating.

8. Why bloggers use LinkedIn
Attract Readers; Gain Impact
If you are blogging for business, LinkedIn
provides readers who treat your writing
seriously and deliver a similar professional
response.
Here you can write posts that deliver content
and points of view that would seem out of
place in Facebook and Twitter.
You are much more likely to be seen as a
thought-leader or expert in your profession,
and any interaction within the groups will be in
a more suitable higher intellectual level.

9. Start a discussion in a group
Attract Readers; Gain Impact
In the groups, you
will see a field where
you are invited to
“start a discussion or
share something with
the group”.

10. Fill in the various fields
Attract Readers; Gain Impact
Choose a group
that reflects the
subject of your
post, or would
contain suitable
readers.
Creating a talking
point by starting
up a discussion
relating to the
content you have
written.

11. Introduce your post
Attract Readers; Gain Impact
Compose the title
in the form of a
question to attract
attention.
Followed by an
introduction or
discussion subject
asking for the
reader’s point of
view. Including the URL of your post within your
description will automatically create a ‘snippet’ link,
which also shows the image you used in your post.

12. Make it enticing to read
Attract Readers; Gain Impact
Discussion headlines and introductions should
be made as attention-grabbing as possible.
The subject should reflect the desires, needs,
frustrations, ideas and thought-processes of
your potential readers.
Think how your discussion talking point will be
seen by the group’s visitors. Is it suitable and
have you delivered it in a similar style to other
discussions posted there?

13. Avoid taking short-cuts
Attract Readers; Gain Impact
Remember repeating the same title and
introduction every time you post in other groups
will be seen as duplication, and you may be
treated as a spammer.
It’s best to limit how many times you promote
your post in LinkedIn in one day. Stagger your
activities in different groups over a period of
time.
Vary where you set up your discussions. Be aware
that similar groups may contain similar readers,
who won’t like seeing your discussion point
repeated.

14. Stick around to see what happens
Attract Readers; Gain Impact
Be aware of any
answers or
comments people
make so you can
respond to them
accordingly.
Answer them promptly, positively and with gratitude, and try and
encourage a continuation of the conversation by asking another question
or including more information that would provoke another response.
A well populated discussion is attractive to other readers who may feel
compelled to join in.

15. Commenting etiquette
Attract Readers; Gain Impact
Always have an open mind to see other points of
view. If you don’t agree, say so in a constructive
manner and offer your own alternatives.
Your comments should add value by contributing
useful, meaningful and helpful additions to the
conversation.
Before you comment, read everything, including the
other comments, to make sure you avoid repeating
what’s already been said.

16. Don’t give up!
Attract Readers; Gain Impact
Remember you won’t necessarily get a huge amount of
success overnight.
If you don’t get an immediate response, don’t give up.
Social networking takes time, persistence and patience.
It’s worth analysing which contributions worked, and
how, noting down which elements were successful and
trying the same thing again.
Look at what others do, especially if they appear to be
successful, and see what you can learn from them.