It’s not what you know but who you know. In a professional environment it has always been important to build networks, and while these physical communities are still important it’s becoming just as important to take your networking online. That’s why 7 millions Canadians have created a profile on LinkedIn. It’s the social network for professionals. You won’t find status updates about kittens here. It’s about sales, recruiting, industry news and connecting with like-minded individuals to discuss business ideas. For your professional reputation or company profile LinkedIn is the place to be.
I see LinkedIn as being divided into 3 different areas of focus – Personal Profiles, Group Discussions, and Company Pages. Depending on your goals you will focus on 1, 2, or all 3 of these areas. Below is a diagram of how best to use these areas.
While each of the three areas of LinkedIn I mentioned above serve a specific purpose, it’s best not to spread yourself too thin. Stay focused and strategic on what you’re there for. And as always, remember to measure your success. Here’s how:
Staying Focused with LinkedIn
- Know your purpose for using LinkedIn
- Do you want to create a good professional reputation for yourself?
- Do you want to create awareness for your company?
- Do you want to be seen as a thought leader in a specific industry?
- Set specific goals depending on your answers to these questions
- If you’re crunched for time, remember your purpose and pick one area of focus.
- For Professional Reputation focus on your Profile.
- For Brand / Company Awareness focus on your Company Page.
- For being seen as a thought leader in your industry find the most popular Group Discussions and add value.
- Take time every day to check in. Even if it’s 10 minutes.
Be Strategic with LinkedIn
- Know your goals
- Create a Weekly Posting Plan
- Monday – Post an informative article
- Wednesday – Ask a question
- Friday – Use the ‘Mention’ Feature to recognize valuable colleagues or partners
Measure Your Success On LinkedIn
There are many ways to measure success on LinkedIn. Below are a few examples, but remember to choose metrics that are important to you and your personal / business goals. Do this week over week, or month over month, and pretty soon you will start to see the patterns of what works and what doesn’t.
- # of Connections
- # of Profile Views
- # of Company Page Followers
- Articles Posted per Week to Company Page
- Most Popular Posts based on Comments / Likes / Shares
Like all social networks covered so far there are a lot more details that we could explore. However, in the essence of time and keeping your attention span, it will have to wait for another day. I will leave you with one more piece of knowledge from the queen of LinkedIn – Viveka von Rosen – and her LinkedIn Tips & Tricks. Enjoy!
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