A question we often get from clients is, “what about LinkedIn?” Associations have heard it work for others and want to know more but they aren’t as familiar. Sure, most everyone knows and has an understanding of Facebook but what about the professional social network? As a company and association, there are a couple of options to increase your visibility and effectiveness on LinkedIn.
Create and establish your association’s presence by developing a free company page. Having this page will help build credibility. Naturally, your association page should include your company logo and a description. It is advantageous to link to your LinkedIn page via your website, blog and other social platforms. Be certain your page is easy for members to find. Ask your association employees to include their current position on their LinkedIn profiles. This will allow them to become automatic members of the page and your company page will then be linked on their profile.
Treat LinkedIn with the same rules as any other platforms like Facebook. You want to provide valuable content to create your authority. Share posts of other thought leaders and provide a variety of content – photos, videos, Slideshare presentations and articles. Your purpose is still engagement like on any other social site and you can’t do that with lackluster efforts and mediocre content.
LinkedIn also offers ads and analytics. You can create ads and sponsored updates using targeting criteria like seniority, function, geography and industry. Your association also has the ability to track its efforts using the analytics tab located on your company page. This allows the opportunity to improve and see where improvement is needed. Be on the lookout for what is generating the most engagement and reaching the largest audience.
Your company also has the option of creating a group page. It has been suggested that this is one of the closest things to offline marketing made available online. It is the perfect opportunity to create an online community that is discussing industry-related topics. It is a similar concept to a Facebook group. You want to be sure you don’t have group members who aren’t just on there to self-promote. If the feel of the group becomes too spammy, you will lose group members. Provide content that stimulates conversation and participate in content others provide. The group option is great to establish a community within a community. It makes the members of the group feel as though they are part of something special.
Is your association taking advantage of LinkedIn in some capacity? If not, consider creating a page or group within the platform and see where it leads. It could become your association’s newest and best online marketing tool.