Social Media Strategy: LinkedIn

LinkedIn Logo 2013

The number one question to ask yourself when developing your corporate social media strategy is:  “What is the impact and alignment of the social strategy and business goals/objectives?”  You should first start by looking at three key criteria;

  1. Strategy:  plan that marries your business objectives and your business insights to your users
  2. Enablement:  active commitment to becoming a social business and making social a part of the company DNA
  3. Content:  Storytelling!  What you’re saying must pass the “Who gives a crap” test!

LinkedIn is a powerful tool and a powerful addition to your social media strategy.  This tool goes beyond just “status updates” or “push information”.  When creating your strategy LinkedIn (or any social platform) ask yourself:

  1. How will the platform tie into the  overall social media goals?
  2. What do I want this platform to look like in 3 months, 6 months and longer?
  3. How do I “Keep it real” and engaging to people vs. pushing the same information to a different platform?
  4. What is the reason I am on this platform, is it ONLY because the cool kids are doing it?

Once you have a strategy in mind you can now put together your plan.  Below are six components of a social strategy and sample/generic objectives:

Mission:
Drive professional conversation, engage business minded users and answer questions by industry professionals.  This will establish your brand/company as an expert in areas outside of your product/service.

Goals: 

  • Drive traffic to the corporate website and/or landing pages
  • Utilize product/services page to promote products and receive feedback on product/service offerings
  • Cross pollinate relevant content to other social media communities AND provide content in a different forum.
  • Create and/or join groups that are in line with your business to establish your brand as a leader.
  • Participate in conversations on company related topics and business questions.

Business Statement:
We will use the LinkedIn community as a platform to interact with business minded professionals and engage peers on a professional level regarding our products/services., thus showcasing our expertise and leadership in our industry.

Target Audience:

  • Professionals with a business mindset vs. a more “social” platform.
  • Users who are less likely to interact on networks such as Facebook or Twitter.
  • Potential customers that interact with competitors products/services

Benchmark:
Compare stats, activities, connections and interactions.  Also, gage your interaction/adoption because it is more important than just obtaining “followers”

Tracking:
What works and what does not work, you should measure against current stats (if available) and pay attention to:

  • Increasing engagement on corporate pages and product/services pages.
  • Identify sources of new members/followers
  • Gauge your target audience reach.
  • What are the engagement sources and which ones are working best.
  • Goal achievement and relevance.

I hope this helps as you build your social strategies.  Remember you may not be able to build a strategy for every platform, so start with one and let it roll!

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Comments
4 Responses to “Social Media Strategy: LinkedIn”
  1. jackwbruce says:

    Alex,

    Not sure all of my social media efforts pass the “who gives a crap” test. I greatly appreciated participating (as a listener) in your presentation on this topic earlier this week and getting these notes as a follow up. Thanks for the tools to improve our social media efforts. – Jack

  2. More... says:

    Have you ever thought about including a little bit
    more than just your articles? I mean, what you say is important and everything.
    Nevertheless imagine if you added some great photos or video clips to give your posts more, “pop”!
    Your content is excellent but with pics and clips, this website could certainly be one of the best in
    its niche. Superb blog!

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