5 Reasons Social Media Managers Shouldn’t Miss the Mark with LinkedIn
You spend all day on Twitter and Facebook; sharing content, promoting brands, and interacting with other users. You post photos to Instagram, watch videos on YouTube, and share links on Google+ because your SEO manager tells you it’s important.
But if you’re not using LinkedIn? You’re leaving a lot of opportunity on the table.
As a brand, the benefit of building out an active presence on LinkedIn is hard to beat. As the network grows, the focus on content sharing and thought leadership has become a more central focus. In a recent study, Social Media Examiner found that LinkedIn is the 2nd most important social network for successful marketers.
5 Things That Separate LinkedIn From Other Networks
Product Recommendations: One of LinkedIn’s most overlooked – but central – features for brands has been the products tab on company profile pages. The tab allows you to highlight real offerings from your company, putting your services and offerings front and center. LinkedIn is the only social network that places this level of focus on your business goals. Members can recommend these products as well, giving instant credibility to brands who focus on fostering their LinkedIn community.
There are Real Industry Breakdowns: LinkedIn gives you the ability to identify the industries that you’re engaging the most, how they’re interacting with you, and how well connected they are.
Most networks give some kind of demographic data, but few are as meaningful for a B2B marketer as you can find within the industry breakdowns on LinkedIn. This type of data can directly impact your social strategy within the network.
Posting More Than Status Updates: As a B2B marketer, it can be important to sell a customer, investor, or potential partner on the stability of your company as much as anything. Maintaining an active LinkedIn account is a great way to do this, and one that your senior management will recognize. Work with your recruiters to keep job postings up to date, company info filled out, and a blog/link posting frequency that helps position your brand as a thought-leader in your industry.
It’s a SOCIAL Network: When I first joined LinkedIn, the sole purpose was building out a contact list of people to network with outside the LinkedIn environment. This isn’t the case anymore. Updates over the last year or two have made LinkedIn a hub for conversation, idea sharing, and networking. If you’re not repurposing your social content and conversation leadership on LinkedIn, you’re missing an opportunity as a social or content marketer to reach a targeted, influential segment of your audience.
Your Competition is Already There: If you’re not focused on building a strong presence on LinkedIn, you’re going to be playing catch up. Your competition may be developing their audience on LinkedIn, positioning themselves as thought leaders, and engaging with an audience that’s interested in what they have to say.