Category Archives: LinkedIn

Ding Dong the Social Media Manager is Dead (?)

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According to Nielsen’s 2012 Social Media Report, more than 50% of consumers now use Facebook, Twitter and other Social Media tools such as to contact companies with questions or complaints. Yet, according to Ryan Holmes, CEO of Hootsuite, the Social Media jobs market has undergone a marked decline behind which the slowdown ‘in Social Media managers is a sea change in the way that Social Media itself is used within organisations’.

The paradox however is that integrating Social Media in the workplace is hampered by a skills shortage. Social Media as a phenomenon and marketing skill hasn’t been around long enough for that. In other words, the demand for Social Media managers is there but as part of another role for which there aren’t yet many candidates. Companies more and more are expecting job applicants to already possess the skills, perhaps because of a misconception of how Social Media is and/or should be used for business. Whilst I have always been an advocate of the premise that websites are about a business and Social Media gives you an insight into the people behind the business, there’s a big difference between being a regular user of Facebook to keep in touch with family and friends, and using language and vocabulary effectively to communicate your business’ marketing messages and brand awareness through a Facebook Business Page, for example.

“The notion of a single person who spends their entire day on Twitter creating hashtags is dead”, says GigaOM. Being social is “part of everyone’s jot, or soon will be”. So much so that it could almost be seen as the people’s platform in that Twitter, Facebook and the like are no longer the almost exclusive domain of online pundits, rather they are gradually becoming everybody’s responsibility.

One could argue the positives of this, in that it means organisations are finally seeing the integral role Social Media plays in an organisation’s overarching communications and marketing strategy rather than an obligatory annoyance that gets in the way of the day job but which they either haven’t got the funds to finance somebody else’s management of or they lack the time and inclination and instead offer a lacklustre and ill-thought out series of messages and communication to their followers. In fact, a recent Harvard Business Review survey revealed that just 12% of companies using Social Media felt that they actually use it effectively *.

This is why, if are considering your business’ Social Media in-house, is to source the right training provider. And it may not be as simple as just hiring a specialist who is ‘good at Social Media’ or seeing one or more of your employees on a workshops in how to use Social media, but perhaps thinking about engaging with a niche specialist. Somebody who say, specialises in Social Media for accountants or solicitors if that’s what your business is, who has the testimonials and the case studies to back up this specialism. Using Social Media does not equate to using it well.

This can however be attributed to what I like to term the problem with Social Media being Social Media. In that it is an umbrella term many feel is not attributable to their line of work, i.e. the words Social Media are for them not synonymous with business. People like to put labels on things and perhaps a rethink of the job description ‘Social Media manager’ is also now necessary to ensure that whilst the role itself remains of paramount importance and vital to many businesses, it does not become obsolete or extinct because the terminology has got lost in translation.

Katherine Hanson is Owner & Managing Director of Soci@lite who provide Social Media Management & Training solutions for businesses.

Whys & Wherefores of a LinkedIn profile

Many professionals see LinkedIn as ‘a place they keep their CV online and maybe have some connections with people they know professionally…not as a place to get business intelligence, to research problems, to establish an online presence where other people in the network can find them’, commented LinkedIn co-founder Reid Hoffman recently. Nevertheless, LinkedIn has now established itself as one of the leading Social Media channels and is an interface for professionals who want to find out more about you – use it to benefit from the buzz about your business.

A LinkedIn profile helps you to:

  • Showcase your skills and experience
  • Be found for new opportunities
  • Stay in touch with colleagues and friends

LinkedIn is very different from more casual social networks such as Facebook and Twitter and the language used to communicate with fellow LinkedIn members more formal. As LinkedIn is a professional network, offer business discussions, events and opportunities instead of personal Updates. Be mindful of the purpose of LinkedIn – although it is great to share what is important to you on LinkedIn, achieving a balance is equally crucial.

LinkedIn is all about connections and nurturing your network so you should really be asking yourself what you can do for your contacts, instead of requesting that they do things to benefit you. Much the same as Facebook’s ‘Like’ button, you can ‘follow’ your favourite or similar companies to your own and receive automatic Updates in your LinkedIn feed. Read their pages and the profiles of their members – what keywords do they use? What LinkedIn groups do they belong to? What connections do you have to these people?

You are your Brand

Users with 100% complete profiles are 40 times more likely to receive opportunities through LinkedIn, which will not only open avenues to more connections, but demonstrate that you actively wish to participate and are ready to engage with fellow users.  A 100% complete profile (a prerequisite of which is a minimum of 50 connections), also automatically ranks you higher in search results because the more information you input with relevant keywords, the easier it is for people to find you which in turn influences how high up you appear in a search result.

Katherine Hanson - Soci@lite

Use a professional, clear and current photograph of your face which is appropriate for business. We are visual creatures and your photograph will be the first thing people notice before even looking at your work experience or qualifications, so first impressions really do count particularly if you have never met in person.

Choose a custom URL for your public profile, e.g. www.linkedin.com/in/katherinehanson. Google is more likely to display your name in a search and you will appear more reputable (assuming your profile is also complete of course). You can also better control what people see when they search for your name on search engines which will also return the most recent information about you.

Click here for a copy of my LinkedIn ebook:

LinkedIn Profiles & Company Pages ebook

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Soci@ite's Social Media Training image

LinkedIn Company Pages

LinkedIn Company Page logo

A LinkedIn Company Page is a very effective way to showcase your business, products and services and will encourage sharing of your content. You can also take advantage of a Company Page to increase engagement and ensure your company provides the most tailored and relevant messages, such as adding a logo and clickable URL and videos to make your Page more dynamic and interactive.

More than 150 million professionals are following 2 million or more companies on LinkedIn. Who are these followers?

They are job seekers, employees, potential customers, purchasing managers, current clients, or interested observers. They follow companies to stay in the loop on new developments, compare products and services, track potential business opportunities and keep an eye out for job openings. Members are not­ed of such developments via network updates or emails. When members want to know more about your company, they look to your Company Page on LinkedIn

A Company Page is comprised of five main sections:

1.      Overview

This tab provides a friendly introduction to your business. It’s a place companies can start spreading their message and opening up the conversation with members. Members will see:

  • A high-level overview of the business
  • Company posts on topics ranging from company announcements to product releases to industry news
  • Friends & colleagues who are connected to the business
  • Careers: This tab is a way for companies to interact with millions of passive and active job seekers on LinkedIn. The Careers tab requires a paid subscription by the company

2.      Products & Services

This optional tab can be made visible by company. It is used to highlight products or services. Members will see:

  • A showcase of products & services
  • Recommendations from LinkedIn members
  • Links to the members making the recommendations

3.      Follower Statistics

This tab shows total followers, impressions, new followers in the last 7 days, etc.

4.      Page Statistics

This tab shows page views, unique visitors, page clicks over the last 7 days. It also shows page views by tab, page visitor demographics and more.

LinkedIn Company Page Analytics image

5.      Insights

This tab shows employees with new titles, departures, where employees worked before and after and most common employee skills.

LinkedIn Company Page Insights image

LinkedIn Insights

This tab is only visible to administrators of the Company Page. Analytics help understand who is following the company, who is viewing the page, and what content appeals to them. If you check the stats that appear on your posts about 24 hours after your status update goes live, you can see what types of information and links create the most Likes, comments and clicks

LinkedIn Company Page Insights image

source: www.linkedin.com

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To read more about LinkedIn visit http://www.social-ite.info/services/linkedin.

Get LinkedIn to the right training session!

Book your place by Tuesday 31 July and receive a 10% Earlybird Discount!

LinkedIn is your interface to professionals who want to find out more about your company, job openings, culture, recommendations from their network on products/services, etc.

Need to create a Company Page or increase your activity but not sure where to start? Want to get the best out of LinkedIn, raise your profile, expand your network and ensure your company provides the most relevant, tailored messaging?

Come along to my next LinkedIn Training session and see how it’s done at a fraction of the price you’d pay anywhere else!

You will learn how to:

  • ‘Follow’ your favourite companies and receive automatic updates in your LinkedIn feed
  • Use the Follow button to help users discover who they know at your company
  • Add the LinkedIn plug-in to your website displaying at-a-glance information to drive traffic
  • Create a Company Page to increase engagement and ensure your company provides the most tailored and relevant messages
  • Create a custom URL for your public profile, e.g. http://www.linkedin.com/in/katherinehanson
  • Export your connections to a spreadsheet and add them to your Marketing list or Newsletter
  • Utilise LinkedIn recommendations – nothing beats word-of-mouth recommendation versus a testimonial from a stranger
  • Use LinkedIn Groups to promote and track your industry and competitor activity
  • Use the Careers Tab to shape job seekers’ understanding of your company
  • Utilise ‘Updates’ to build new connections and discover what people in your industry are sharing

Details: Tuesday 14 August 2012 – 2pm to 4pm: Basepoint Business Centre, Aviation Business Park, Enterprise Close, Christchurch BH23 6NX

 

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Other Options:

  1. One-to-one Training – at your desk (or at here at my offices if you work 10+ miles from BH6 5AF)
  2. Remote Training – don’t live locally? Take advantage of my one-to-one Telephone & Video Training – contact Katherine for further details

Get LinkedIn to the right Social Networks!

Many professionals see LinkedIn as ‘a place they keep their CV online and maybe have some connections with people they know professionally…not as a place to get business intelligence, to research problems, to establish an online presence where other people in the network can find them’, commented LinkedIn co-founder Reid Hoffman recently.

Despite this, LinkedIn has now established itself as one of the leading Social Media channels. Here are some of the features you can take advantage of:

  • Choose a custom URL for your public profile, e.g. www.linkedin.com/in/katherinehanson. Google is more likely to display your name in a search and you will appear more reputable (assuming your profile is also complete of course)
  • Much the same as Facebook’s ‘like’ button, you can ‘follow’ your favourite companies and receive automatic updates in your LinkedIn feed
  • Create a Company Page (free) to increase engagement and ensure your company provides the most tailored and relevant messages
  • Utilise ‘Updates’ to build new connections and discover what people in your industry are sharing
  • Use LinkedIn Groups to promote and track your industry and competitor activity
  • Export your connections to a spreadsheet and add them to your Marketing list or Newsletter

LinkedIn is an interface for professionals who want to find out more about you – use it to benefit from the buzz about your business.

Contact Katherine on 01202 798270 or katherine@social-ite.co.uk if you would like assistance with setting up or enhancing your LinkedIn profile or to book one-on-one or group training.

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linkedincoLinkedIn Profile & Company Page Training

Need to create a Company Page, jazz up your page or increase your activity but not sure where to start? Come along to my training session at 2pm on Tuesday 12 June and see how it’s done at a fraction of the price you’d pay anywhere else!

Don’t live locally? Take advantage of my Telephone & Video Training – contact me for further details.

Four Simple Steps to Solid Social Media Relationships

When it comes to establishing and maintaining relationships via your Social Media profiles, there are really only FOUR STEPS:

 

Find people interested in your products or services
1. Find people interested in your products or services
Post content not adverts, e.g. articles, blogs, comments, etc.
2. Post content not adverts, e.g. articles, blogs, comments, etc.
 Capture information with an ethical bribe for their name & email address, e.g. a free e-book
3. Capture information with an ethical bribe for their name & email address, e.g. a free e-book
Stay in touch and create a valuable exchange with Newsletters, webinars, how to videos, etc.
4.  Stay in touch and create a valuable exchange with Newsletters, webinars, how to videos, etc.

Facebook – the nation’s Social Media Sweetheart

Love it or hate it, Facebook is well and truly ingrained in the National Consciousness and is the UK’s most popular social network with industry experts predicting a monthly spend of 500 million hours online in 2012. Facebook has also captured the hearts and minds of the business community and continues to dominate Social Media with over 50% market share of visits to all social networks.

A Facebook business page is an online marketing tool which should be used as a messaging service to build your community and establish your business online as an authority on your industry. Facebook filters what appears in a user’s news feed based on comments, shared friends and recent interactions so the more active you are the more likely it is users are seeing your brand and content.

Whether you are considering setting up a Facebook fanpage or looking to enhance your existing page, here are 10 great tips for a great business page:

  1. Nurture your relationships via sharing content and notifications about fun things that you are doing on and offline. Don’t let too much time go by before connecting with your audience – if a prospect hasn’t heard from you in a while they may be confused as to why they’re receiving an email from you
  2. Deliver value in your posts and use creative ways to get visitors to come to you with offers such as free webinars, 15-minute consultations and bonus discounts
  3. Use Facebook as a customer service channel to engage on a personal level with both loyal and new customers
  4. Treat your Facebook fanpage as a stand-alone website and build it through participating on it and inviting your friends to join which will also drive traffic to your website
  5. Measure your ROI – use the FREE analytics on Facebook to analyse how your followers engage with you. These will help you to disseminate your content simply and identify the right delivery tools to make the best use of your time
  6. Fresh content not only engages your Facebook fans but has the potential to increase your search engine ranking. Google loves fresh posts and will display them higher in the search results
  7. Sync your Blog to Facebook and your other social media channels – blog regularly to give fans a reason to visit your website regularly
  8. Testimonials are the most powerful form of marketing – whenever you do business with somebody, request a testimonial and post it your page (or better still, ask them to!)
  9. Email Marketing is a powerful medium through which to convert your prospects into paying customers. Programs such as Constant Contact enable you to collect your fan’s email addresses and establish a deeper relationship and build a list of people who you already know are interested in your expertise, product or services
  10. Webinars that teach your audience something valuable are a fantastic way to capture leads and are a popular content form within the Facebook community. People love sharing free and educational resources and if they think your webinar is valuable, they won’t hesitate to spread the word across the web.
Social Media should never be used as stand-alone marketing; rather it should always be used in conjunction with your existing offline marketing and networking activity.  Contact me today (01202 798270 or katherine@social-ite.co.uk) to discuss setting a Facebook page for your business.