Social networking site designed specifically for the business community. The goal of the site is to establish networks of people they know and trust professionally. Why is LinkedIn good:

  • data integration
  • professionally focused
  • recruitment
  • professional brands
  • business launch

Who and why uses LinkedIn:

  • 30-49 years age
  • employment opportunities
  • it’s like digital CV
  • conversion opportunities


  • professional networking
  • job opportunities
  • digital CV


  • connections: 1st, 2nd and 3rd degree + fellow members
  • inmail credits
  • pulse
  • groups (1.4 million groups)

Personal vs company page:

managed by single usermultiple admins
following public posts from your groupsfeature your own group
limited metricsadditional analytical insights

Checklist for profile setup:

  • professional header
  • summary
  • experience
  • examples
  • engagement

Aim for all-star profile strength.

Types of premium accounts:

  • job seekers
  • business plus
  • sales navigator
  • recruit lite

Content creation

  • share an update
  • post
  • topic and tone need to be professional
  • keep relevancy
  • post comments
  • show your expertise
  • keep it professional
  • add media
  • call to action
  • use analytics


They are key element of LinkedIn, can be text or media, for variety of purposes. Analytics:

  • hosted on LinkedIn
  • profile: who’s seen your page, where you rank
  • page: followers acquired, page likes, reach engagement, comments and shares

Simply Measured – designed for LinkedIn (free trial).

Top tips:

  • be conscious of your tone
  • use professional language
  • aspire for all-star profile
  • sponsor your best posts
  • don’t limit yourself
  • include media in posts
  • use the business services

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Benefits of blogging

Blog is serie of posts in reverse chronological order. It’s a frequently updated online personal journal.

Reasons for blogging

  • do you have a message?
  • are you a good communicator?
  • do you want your site to be an industry leader?
  • are you thick skinned? (don’t feed trolls)
  • do you have time to write, moderate, respond? (inactive blog can damage your brand)

Types of blogs

  • personal blogs
  • microblogging (Twitter, Facebook, Tumblr, LinkedIn)
  • group blogs
  • corporate blogs
  • reverseblog (forum like, opened to it’s users to post)

Advantages of blogging

  • increases search engine traffic (Google loves fresh content)
  • generates inbound links
  • increases leads and improves conversion rates
  • gives your brand a human side
  • connects people to your brand and encourages discussion
  • supports your social media initiatives

Blog can improve SEO because it generates favourable results in search engine results.

Golden rules of blogging

  • stay focused and on point
  • post regular but not at the expense of quality
  • speak the language of your audience
  • remember that you are part of the community (engage with your audience)
  • surprise and reward your audience

How to create a blog

  • decision: self-hosting or free blog?
  • choose your blog topic and content and stay on message
  • choose a blogging platform
  • get a domain name and hosting
  • setup & start blogging

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Social media and online reputation management

Social media is interaction among people. It’s two-way street (create, share and exchange) while billboard is one-way street. Online reputation management (ORM) means altering the perceptions of a brand for the benefit of the company. Focusing on excellent product/services, monitoring what customers are saying about you on social
media, providing excellent customer service and online PR. Reputation determine the success or failure.

Consequences of doing nothing:

  • being unaware of how your brand is percieved
  • inability to respond to criticism
  • inability to resolve complaints
  • lack of competency

Social media should inspire.

Facebook for business ORM

Good for reaching new customers, engaging with existing customers and establishing an accessible web presence even for companies without established websites.

  • over 1 billion users
  • use Facebook pages, not personal profiles

Twitter for business ORM

It is the easiest social network to get up and running and talking to influencers and customers fast and it is good for showing the personality of your brand without the need for “marketing speak”.

  • 230 million users
  • 140 characters: brevity & clarity
  • tweet
  • retweet (post or forward another user’s tweet)
  • @mention
  • #hashtag (categorizing)

LinkedIn for business ORM

  • easy to maintain

Other social media

  • YouTube for video
  • Instagram for photo
  • Foursquare – location based social media
  • Yelp, Tripadvisor, Places, G+
  • Ravelry, Soundcloud, GoodReads, Pinterest, Mapmyrun – speciality base social media
  • WordPress, Tumblr, Squarespace – blogging

Hootsuite – a social media management tool that helps online marketers manage all of their social media in one place. Mention – a way to stay informed about what is being said about your brand and track this over time.

What people are saying about you:

  • Google “your brand name reviews”
  • Twitter: mentions & hashtags
  • Yelp and Yahoo answers
  • Tweetbinder, Twittonomy, SocialMention,
  • #tagboard

Golden rule of ORM: treat customers or users how you want to be treated. Exercise empaty, do not get angry and frustrated, stick to disney/mum rule.

Managing your reputation:

  • respond quickly
  • don’t delete comments
  • be professional
  • devote time and resources in the event of crisis

5 steps to ORM success in Google:

  • maximize social media presence (LinkedIn, YouTube)
  • publish high-quality content
  • register on Yelp or Crunchbase
  • start blogging
  • negative content? ask to be removed

How to deal with negative reviews? If it’s not true, show proof, ask to remove. If it is true, present your story, check tone, what steps you plan to take.

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