Social Soup for the Media Soul
Q: You spoke about brands utilizing LinkedIn and Foursquare last month. My brand has chosen not to participate on LinkedIn— Should I be playing more attention to LinkedIn’s content?
A: It’s easy for brands to opt out of LinkedIn when it comes to posting content – since it is not out of the ordinary to have a company page and manage it well with updated information, but not post content. I would say it is always better to be part of the conversation rather than sitting on the sidelines, waiting for people to come to you. I also know the reality that there is only so much time and money to go around. Here are a few things to consider:
1. LinkedIn has made a number of moves in 2013 to assert itself as a media company. It has acquired mobile news reading site Pulse in April and has rolled out blogs from luminaries such as Richard Branson and Mark Cuban. It wants to be the destination for business news.
2. So if you decide to publish, you need to consider who is your brand’s audience? As I mentioned last month, the 2012 Social Media Marketing Industry Report 87% of B2B brands use LinkedIn. Virtually any company has a large B2B component, even if it is primarily a consumer targeted service. If you work with a smaller company, a newer brand, or are trying to start your own company on the side, LinkedIn is a great way to illuminate your professional presence. Much like how your personal LinkedIn page screams “I am a professional! These are the things I’m good at!” your company presence can or should say “We are a company! Let us help you make your company better!” No matter your company or brand’s size or shape LinkedIn is a great way to grow your reputation within your industry’s community if you want to connect with your suppliers, distributers, clients, or vendors.
3. Technology is ever evolving. LinkedIn just partnered with a new startup called Rallyverse that offers premium content to its clients. Co-Founder and CEO Joe Doran explains: “Essentially, we make it really easy for marketers to scale their social and content marketing by using technology to help them identify and publish great content.” The company’s algorithm already gathers the top articles circulating around the social sphere. Now, their new partnership allows them to post directly to that platform. Doran continues, “if the user clicks on the article, we bring up a composer window where the brand can add their voice and schedule the article for distribution out to the LinkedIn or social Web.”
Jessie Franklin, Community Manager, Social Media Activations
For more information on how we can provide community and relationship management for your brand, contact Keith at [email protected]
In this column, we answer YOUR social media questions. Curious about something? Just reach out to Jessie at [email protected] We’ll be happy to answer, and your question may be featured next issue!
