This post is Part 1 of a 5-part series on ways small businesses can begin effectively utilizing the top social media channels
Linkedin has come a long way since its inception back in 2002. Launching as a strict platform for resume uploading and job posting, it has become a true social network. The recent focus on Linkedin as a publishing platform has legitimized the channel for business focused individuals and organizations to gather, discuss and discover.
Small businesses should take very careful note that before jumping into any social media network, a thorough strategic evaluation should be done to determine which platform is right for your goals and audience target. Remember the one piece of advice every small business should keep in mind, you can’t boil the ocean.
But if it is determined that Linkedin is the right place for your small business to be active, here are 5 ways to effectively begin and start building a base.
1. Set-Up a Company Page. This is your company’s real estate. Consider this the home page, showing connections, audiences and potential customers information about your business and expertise. Linkedin has made this section more customizable than ever with the ability to add header profile images, showcase products and reviews, link to career opportunities and even create a stream of updates. Utilize this page as a home base with content spanning outwards with the goal of bringing people back.
2. Join Groups and Discussions. Linkedin has a vast network of highly engaged groups. These range from organizations and interest-based to expertise and trending topics. Use these groups as a way to both network through communicating with members and also participating in discussions.
3. Publish. The old adage of ‘Publish or Parish” used to solely apply to the higher education field. However this is now the optimal way for knowledge sharing and aligning as an expert. Linkedin has created a highly effective publishing platform, enabling anyone to create rich and meaningful content to disseminate. Many are increasingly using Linkedin for content discovery for personal consumption and sharing with their own networks. Make sure you pay attention to the proprietary trending content feed, The Pulse, to monitor other content being shared and get a sense of what audiences are gravitating towards.
4. Recruiting. Networking is still the most popular activity on Linkedin. The search features enable a high level of filtering to uncover influencers, opportunity seekers and top-line talent. This is where the relationships are built, awareness is generated for your business and community growth begins to take effect.
5. Syndicate Content. Not to be confused with publishing, Linkedin enables anyone to syndicate content to add to the immensely valuable wealth of discoverable news stories available within a feed. This is another way of adding value in a more time effective manner.
How are you finding Linkedin to be effective for your small business? Share with us in the comments.
Linkedin has come a long way since its inception back in 2002. Launching as a strict platform for resume uploading and job posting, it has become a true social network. The recent focus on Linkedin as a publishing platform has legitimized the channel for business focused individuals and organizations to gather, discuss and discover.
Small businesses should take very careful note that before jumping into any social media network, a thorough strategic evaluation should be done to determine which platform is right for your goals and audience target. Remember the one piece of advice every small business should keep in mind, you can’t boil the ocean.
But if it is determined that Linkedin is the right place for your small business to be active, here are 5 ways to effectively begin and start building a base.
1. Set-Up a Company Page. This is your company’s real estate. Consider this the home page, showing connections, audiences and potential customers information about your business and expertise. Linkedin has made this section more customizable than ever with the ability to add header profile images, showcase products and reviews, link to career opportunities and even create a stream of updates. Utilize this page as a home base with content spanning outwards with the goal of bringing people back.
- How This Benefits Small Business: Enables peers, influencers and potential customers to learn more about your business, discover opportunities and link to other owned channels and assets.
2. Join Groups and Discussions. Linkedin has a vast network of highly engaged groups. These range from organizations and interest-based to expertise and trending topics. Use these groups as a way to both network through communicating with members and also participating in discussions.
- How This Benefits Small Business: This is the opportunity to provide direct value to others, build connections and drive awareness and traffic back to your business.
3. Publish. The old adage of ‘Publish or Parish” used to solely apply to the higher education field. However this is now the optimal way for knowledge sharing and aligning as an expert. Linkedin has created a highly effective publishing platform, enabling anyone to create rich and meaningful content to disseminate. Many are increasingly using Linkedin for content discovery for personal consumption and sharing with their own networks. Make sure you pay attention to the proprietary trending content feed, The Pulse, to monitor other content being shared and get a sense of what audiences are gravitating towards.
- How This Benefits Small Business: Creating original and thought provoking content puts your business at the forefront of thought leadership, showcasing a high level of expertise – not to mention more awareness and traffic back to company owned channels.
4. Recruiting. Networking is still the most popular activity on Linkedin. The search features enable a high level of filtering to uncover influencers, opportunity seekers and top-line talent. This is where the relationships are built, awareness is generated for your business and community growth begins to take effect.
- How This Benefits Small Business: Pure and simple relationship building. The ability to identify potential talent for your business, whether for immediate needs or as a future acquisition.
5. Syndicate Content. Not to be confused with publishing, Linkedin enables anyone to syndicate content to add to the immensely valuable wealth of discoverable news stories available within a feed. This is another way of adding value in a more time effective manner.
- How This Benefits Small Business: Enables your business to be a participant in a larger community of peers looking for others to showcase and share.
How are you finding Linkedin to be effective for your small business? Share with us in the comments.
