LinkedIn is by far the world’s largest professional network with more than 400 million members in over 200 countries. While most people use Facebook for keeping up with friends and families and finding the most popular cat memes, they use LinkedIn to keep up with what is going on in their industry and connect with others who share their interests. It is an excellent platform for telling the story of your brand and engaging influencers, prospects and customers. It can be difficult to stand out from the crowd, however, so we’ve put together a few tips to help you make the most out of this great PR resource.
Showcase the People Behind the Brand
While people may develop an affinity for brands, they connect more deeply with people. Your brand’s employees and executives can become persuasive ambassadors by contributing or sharing content on LinkedIn. In fact, according to Dan Roth, LinkedIn Executive Editor, “On average, according to our data, the employees of a company have 10 times the social following that their company has.” It makes sense then to encourage your employees to support your company content, share industry news and engage in conversations.
Get the Most from Your Company Page
Create a compelling company description and use interesting images to capture the attention of visitors to your company page. Use it as a way to share news, information about open positions and industry related content. It is also a great way to humanize your company by offering a glimpse into your culture. You might post photos of company events or interviews with members of your team.
Learn from the Best
LinkedIn Influencers include around 500 of the top minds in business. Folks like Arianna Huffington, Bill Gates and Richard Branson share their thoughts on a variety of subjects. You’ll get insight into how these important thought leaders view recent events and other topics like philanthropy and leadership.
Turn Your Skills to Your Own Profile
As a PR Pro you know how to make your brand or clients look great. Don’t neglect to use those skills on your own profile page. Use a professional looking photo (check out LinkedIn’s guide to the perfect selfie). Also, think carefully about your headline and summery. You’ve only got a few seconds to capture a visitor’s attention, so turn up the volume with a great hook.
Mind the Company You Keep
Don’t doubt that people will judge you by the quality of your connections. Being connected with influencers and accomplished people in your field and industry is far more important that being connected with 1000 random LinkedIn users.
Build Your Reputation
Recommendations and endorsements are a great way to build your personal brand. It is fine to ask for recommendations from clients, co-workers and employers. Make it easy on them by giving them a specific project or accomplishment that they could mention.
Post Useful Original Content
You can grow your audience by using LinkedIn’s blogging platform to share your insights. What do you wish you had known when you started in PR? What do you see as the next most important trends in the field? How do you measure your success? Sharing this type of content will improve your PR reputation.
LinkedIn is where people go when they want to feel that they are part of the business community. Active and thoughtful participation in the conversation can go a long way to increase your own visibility as well as that of your brand.
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