Communicators Leverage LinkedIn to Raise Awareness

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Among the major social networks, LinkedIn seldom gets the love from PR and marketing professionals. Brands are so enthralled by Facebook, Instagram, Twitter and other consumer-facing social channels that they tend to give LinkedIn short shrift. However, business communicators ignore LinkedIn at their own peril. The online network, which has 300 million users and counting, should hold enormous appeal for both B2B and B2C companies alike. With its innumerable groups, LinkedIn enables PR pros to cater their messages to the right group at the right time, a marketing mantra if there ever was one. Below are some tips on how to leverage LinkedIn.

Professional mindset is ideal for brand education and content.

A picture of your family yukking at up at Yosemite Park is fair game for Facebook and other social networks. Not so much on LinkedIn. The network thrives on business-related information and thought leadership initiatives among brands and individuals.
A picture of your family yukking at up at Yosemite Park is fair game for Facebook and other social networks. Not so much on LinkedIn. The network thrives on business-related information and thought leadership initiatives among brands and individuals.

What makes good content?

While LinkedIn has some distinguishing charactertistics among the various social networks, the website does share some commonalities with its consumer cousins. Messaging that includes images or videos tends to generate better engagement and more sharing than those messages that are plain vanilla.
While LinkedIn has some distinguishing charactertistics among the various social networks, the website does share some commonalities with its consumer cousins.
Messaging that includes images or videos tends to generate better engagement and more sharing than those messages that are plain vanilla.

The updates that get the most action.

LinkedIn may cater to companies and organizations that want to build up their business presence and raise awareness, but there’s no such thing as a free ride. PR managers have to take the time to ensure that they are providing legitimate, actionable business information on LinkedIn and not content that feels like fluff or users can find just about anywhere online. LinkedIn users want sharp insights on what makes an organization tick. They also want to hear from senior executives about a brand’s attributes. But unlike your dad’s jobs forum, users want some levity, such as fun facts and quotes about a company.
LinkedIn may cater to companies and organizations that want to build up their business presence and raise awareness, but there’s no such thing as a free ride. PR managers have to take the time to ensure that they are providing legitimate, actionable business information on LinkedIn and not content that feels like fluff or users can find just about anywhere online.
LinkedIn users want sharp insights on what makes an organization tick. They also want to hear from senior executives about a brand’s attributes. But unlike your dad’s jobs forum, users want some levity, such as fun facts and quotes about a company.

This article originally appeared in the November 24, 2014 issue of PR News. Read more subscriber-only content by becoming a PR News subscriber today.

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