LinkedIn - Useful but Not Social Media Marketing

You read the correctly. I don't think LinkedIn (LI) profiles are part of social media marketing. They lack the interaction that is a large part of social media. LinkedIn does allow for some interaction, through Status Updates and the Answers section of the site. Overall I would classify it as an information tool, which should be part of a marketing strategy.

Useful Marketing Tool

LinkedIn can be a useful tool in your company's marketing efforts if used properly. LinkedIn lets you have a personal and corporate profile. Your profile should provide useful information, not hype about your company, products or services.

Corporate Profiles: Basic and Premium

Corporate profiles are available in two versions, the basic free version and the premium version. The Basic profile lets you enter a short text description, upload a logo and provide a bit more basic information about your company. The Premium package lets you do all that and spotlight employees, post a poll, link video clips and have additional career based information about your company. IMHO the basic profile is enough for most small businesses.

Person Profiles Types

Personal profiles come in different versions. Cost range from free to $24.95/month or more. As far as I can tell there is no information available about upgraded accounts until you sign up for the free account. IMHO the free (Basic) package is all most people need. That is what the rest of this blog is about.

Your Personal Profile

Are you using your LinkedIn profile to promote your business? Use it to inform your clients, potential clients and vendors what is happening to you and at your company. Don't trawl for new clients by hyping your latest product or webinar. Like your blog, keep your audience in mind, provide useful and relevant information.

Use Status Updates

This is one of the few places to make regular updates to your profile. Take advantage of it. I'd suggest updating it once a week. Let people know what you are working on, or changes happening in your company. Just keep in mind that Status Updates are not archived. If you want to keep something visible on your profile, use the Summary field available when you edit your profile.

Following Your Network

You can set LinkedIn to send you weekly emails about people in your network. It is controlled in the "Receiving Messages" link under "Account Settings". The email will include their Status Updates and new people with whom they have connected. If you see something interesting send them an email or comment on their news.

LinkedIn Answers

There is a section of LinkedIn called Answers, it lets you post answers to other peoples questions or post questions of your own. (I blogged about LI Answers in January of 2009). Many people tout answering and asking as a good way to build your network. Be careful , resist the temptation to use this as a place to put advertising for your company. It is not the place to tell people they need to sign up for that great webinar your company is having this week.

Participate in Groups

LinkedIn lets you create or join groups of people with common interests. Be selective don't go out and join every group you see hoping to get in contact with everyone you can. Select those groups that are relevant to your business. Groups have have places to post jobs, news & discussion topics. Once again be respectful of others intelligence. This is not the place to hype your company. Post useful information and comments.

Promotion It

Promote your profile on your web site, blog and vice versa. Also place a link in the signature of your emails.

Generating New Business

All that being said, I don't think I've ever been contacted for new business because of my profile on LinkedIn. I have told potential new clients that they can check out my profile, and been told that they already have. In today's business world well crafted profile can be a definite asset.

Setting up your account

If you are not yet on LinkedIn here are some basic steps that you should do to set up your profile.

• Spend time creating an accurate and relevant profile. 
• Fill out past employment positions.
• Enter where you went to school. (Colleges and high school if appropriate)
• Enter links to your corporate web site and blog.
• Fill out the Interested In section
• Upload a professional looking headshot for your picture.
• Be selective asking people to join your network.
• Start small; invite 10 to15 people to start with.
  
• Don't ask everyone in your contact list to join.
  
• Get a custom URL (ex: http://www.linkedin.com/in/zajon) using either your name or company name.
• This can be found in the Edit Profile Tab
• The link to create a custom URL is called "Public Profile" and should be just above the Summary section in Edit your Profile.

Maintaining Your Profile

• Get LinkedIn Recommendations
• After people have joined your network, ask two or three people to give you a LinkedIn Recommendation.
• Don't over do it.
• IMHO it is better to have one or two new recommendations a year then eight when you create the account and none for the next two years. 
• Add your Blog to LinkedIn.
• Under "Applications" look for either Blog Link or WordPress applications.
  It isn't hard to do, but the instructions would be too long for this blog entry.
  
• Invite others to join your network.
• Once again don't invite everyone you run across.
  
• Share what you are working on with others.
• Once a week (probably not daily) use the "Share" button on your profile to tell people what you are working on. 
• Join a few relevant groups.
• Linked in has many "Groups" related to different industries. Pick a handful that you feel are a good match for you.
  

  Want a more detailed How-To Guide? Check out www.dummies.com they have several pages with screen shots for setting up a LinkedIn Profile.

Added Nov 14, 2009 Advertising Age Video Interview with LinkedIn Founder Reid Hoffman.