Social Media: How to Engage, Share, and Connect by Luttrell Regina

Author:Luttrell, Regina [Luttrell, Regina]
Language: eng
Format: azw3
Publisher: Rowman & Littlefield Publishers
Published: 2018-08-09T16:00:00+00:00

The feed on LinkedIn is a company’s way of communicating important messages to its audience. Some businesses are more effective than others at using images to tell their stories, providing rich content, writing compelling status updates, and engaging in meaningful dialogue with their target audiences. Hays, a staffing and recruiting company (https://www.linkedin.com/company/3486/); Schneider Electric (https://www.linkedin.com/company/2329/); Hotmart, a platform to sell digital products, (https://www.linkedin.com/company/2960917/); and Woolworths Group (https://www.linkedin.com/company/295257/) are some companies that understand the best practices for creating an effective company page.

Careers Tab

Premium careers pages, a paid subscription section within LinkedIn, allow businesses to promote general job opportunities as well as post specific jobs that target candidates using an automated job-matching system. This tab also allows a company to highlight awards, showcase the company’s best employees, and even determine various career paths available within the company. Customized modules like this help complete the corporate story by providing a company with an opportunity to share its mission, vision, and goals.

Products Tab

The company products tab is particularly important because it accomplishes three goals: it (1) enables a business to showcase its best products and services to a highly targeted audience, (2) creates a place to feature product recommendations, and (3) facilitates meaningful conversations with current and prospective customers.

It would be prudent for a business to take advantage of the features provided in this tab. One such feature allows a company to capture the significant features of its products by incorporating powerful images and video clips that promote interactivity. Some businesses also include the contact details of the people behind the products in case members would like to connect directly with a designer or simply learn more, buy a product, or contract with a company for work. Companies that understand how to connect with their members on LinkedIn create personalized content that is geared toward that specific target market. Using this technique, companies retain the ability to show different content to different members based on their preferences and needs. Currently LinkedIn offers users up to thirty specific audience segments (based on date), including segmentation by industry, geography, company size, and more. Companies need to capitalize on the fact that recommendations from family, friends, and peers are greatly influential in our decision-making process.24 By featuring recommendations from trusted third-party entities, organizations, and LinkedIn members, companies can potentially benefit from these influences related to specific products or brands.

LinkedIn Lingo

LinkedIn is a social networking site dedicated to professionals and businesses alike. The following glossary of commonly used terms is provided to help ground users in the LinkedIn lingo.

1st Degree Connections: These are users that you choose to connect with personally. In general, these are the individuals whom you have established a personal relationship with prior to connecting on LinkedIn. These can be school-related connections, previous colleagues, or personal friends.

2nd Degree Connections: These are contacts of a 1st degree connection.

3rd Degree Connections: These are contacts of a 2nd degree connection.

Activity Feed: This feature of LinkedIn displays the current activity of any of your connections—generally other users or groups that you are a part of.

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