Thursday, March 24th, 2011
With 100 million professionals now participating in social networking site LinkedIn globally and 1.3 million in Australia (at Jan 2011), LinkedIn participation and profiles very seriously reflect every professional's online brand. While Facebook and Twitter lead social conversations, LinkedIn, with its 17,800,000 “group members”, leads business conversations.

The choice is no longer, do we participate, but how we do, says Melbourne-based LinkedIn expert Jennifer Bishop, who is recognised as a top global LinkedIn influencer.

"The only thing you will get from burying your head in the sand is the sand kicked in your eyes," Bishop says. "Think Harvey Norman's response earlier this year to negative social media sentiment. The key question is how do organisations manage themselves and their employees by establishing social media policy and guidelines that mitigate social media risk?"

Bishop explains that to understand the SEO power of LinkedIn, all you have to do is Google a person’s name to pull up their LinkedIn profile. In fact, she says, LinkedIn usually appears before either a Facebook or Twitter reference.

"To manage the corporate brand, you should have all employees registered on LinkedIn, all with correct links back to the 'company website' and to your 'company profile' on LinkedIn. Each comment, update or post on LinkedIn should constitute a business interaction and should 'always' reflect an organisations corporate brand guidelines and policies."

LinkedIn’s SEO power has now been magnified with the inclusion of open groups, LinkedIn signal, and LinkedIn today (its new news site). These provide more opportunities for professional commentary which are searchable via Google and other search engines.

"For large corporations this will mean revisiting your Brand Manual and Guidelines to ensure that these guidelines extend to representations about the organisation in any online format such as social media," says Bishop. "This would include Facebook, LinkedIn and Twitter."

In addition, a Professional Business Conduct Policy can incorporate appropriate behaviour, attire, conduct and language in both an on and offline environment.

"That is separate of course to comments that are made that could constitute libel, defamation or serious brand damage," Bishop adds. "And these statements should be included in any legal agreement between the employer and the employee."

LinkedIn also provides businesses with the ability to actively listen, watch, gather and learn from their customers and employees. The information gathered can be converted into employee advocacy, brand building and inspire loyalty much quicker than traditional methods.

"In summary, make sure you understand the power and scope of branding tools like LinkedIn and realise that comments or profiles on these sites are most likely to be the first information found on your organisation. So If you take the time to learn and understand the platform, your opportunities to control your brand online are going to be far greater than the social media ostrich seated next to you."

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Content and Copy Australia

Content and Copy grows business with integrated digital content and social media strategy. Using evidence based research we envisage a world of "Inbound Marketing."

CCA use a strategic approach to online branding focusing on the use of LinkedIn for B-to-B brands and organisations. We assist organisations to leverage LinkedIn through learning, connection and transformation. We mitigate your brands social media risk by empowering brand evangelists and the integration of social media policy.

CCA conducts both professional and corporate workshops for leveraging LinkedIn. Jennifer's next workshop is on March 29th in Melbourne. Connect with Jennifer on LinkedIn or email at [email protected]
Disclaimer: CCA is not employed, or any way affiliated with, we provide only a strategic approach to using the platform.
Jennifer Bishop
P: 0425 713 191


LinkedIn, branding, corporate branding, social media, social media policy, LinkedIn workshops, LinkedIn strategy



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