You’ve probably seen the data: there are over 200 million professionals on LinkedIn. If your firm’s employees have LinkedIn profiles – and who doesn’t these days? – then your business may be an example of what Sydney-based social media experts Lead Creation call the ‘fault line’ between old and new marketing.
Marketing communications traditionally focuses on what a business says and does. But these days, we’re all publishers. The shift towards content marketing means that social media such as LinkedIn gives everyone the opportunity to present a profile and connect professionally. Hence, it stands to reason that the company will become less important as the influence of employees who are active on social media grows.
Earlier this year Lead Creation looked at how over 200 top B2B Australian companies are using social media. In its report Australia’s Social Media Presence in 2012: A Road Map for 2013 Lead Creation identified that most of the largest B2B companies are not performing well.
For the top 30 companies in the study, one only company’s rating was not dragged down by the personal LinkedIn profiles of its employees.
In fact, individual employees’ profiles were found to lag below the professionalism of the companies’ own profiles on LinkedIn. Incomplete profiles, unprofessionally presented with poor grammar and lots of typos can clearly harm a firm’s reputation.
How to make LinkedIn work for your business
The key is maximising LinkedIn so that your employees’ profiles enhance your firm’s brand and reputation. When your staff can easily complete their social media profiles to the same high standard, using your firm’s keywords and demonstrating their expertise and credibility, then your firm will stand out.
As Lead Creation points out, a B2B business that regards each employee’s LinkedIn profile as a mini website will benefit from the power of consistent, high standard profiles that speak with the same message. Good profiles also make it easier for people to find your business and your professionals on LinkedIn and can help to improve Google SEO ranking.
And as it’s free (unless you chose to upgrade to a premium service), LinkedIn is a business development opportunity open to a B2B business of any size.
For more information on the Lead Creation study, go to http://www.leadcreation.com.au/resources/bizclout/
For help with your firm’s LinkedIn profiles, contact Rosemary Gillespie at Proof Communications on 02 9314 6506 or 0411 123 216.
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