Essentials of Social Media Marketing: Chapter 9

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 Time to learn about marketing with LinkedIn!

LinkedIn is the world's largest professional networking site. There are over 740 million users in over 200 countries worldwide. LinkedIn is a great place for professionals to stay connected and informed, apply for jobs, advance their careers, and much more. Users can join groups to receive expert advice, discuss topics with peers, and find news about industries. The platform was founded in 2002 and reached 1 million users by 2004, and then reached 10 million in 2007. 

LinkedIn is a great place for building your personal brand and networking with other professionals in your field. However, it is also a great place for brands to build relationships with employees and customers and gain valuable leads. Personally, I think of LinkedIn as "Professional Facebook" because the features, look, and feel are very similar to Facebook. 

LinkedIn posts can consist of text, call-to-action links, images, videos, and polls. You can also post stories that stay on your page for 24 hours or stream a live video. A couple of great rules of thumb are to keep posts at 150 characters or fewer, add a call-to-action link at the end of every post either in text or built in, and use high-quality photos (avoid stock images).

Like all other social media platforms, LinkedIn also has an algorithm. It is beneficial to know how the algorithm works so that you can better utilize this platform. LinkedIn now prioritizes posts from people that members "know" best and topics that the user is most interested in. In the past, posts from users with the most followers would show up on a member's feed more often regardless of how close of a connection they had. LinkedIn’s own Pete Davies says, “... your LinkedIn feed is made up of the conversations happening across your professional communities: among connections; in the groups you’ve joined; and the people, pages, and hashtags that you follow. To decide what goes at the top, we look at who’s talking (People You Know) and what they’re talking about (Things You Care About)” (Davies).

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