It's a simple fact: Businesses need LinkedIn. Right now!
LinkedIn is the dominant social media platform for businesses. Starting in 2003, LinkedIn has grown to become the single most prominent professional networking website with over 300 million members—90 million of which are in the United States.
As of 2013, all Fortune 500 companies are represented via executive membership on LinkedIn, and 89 of the Fortune 100 companies use LinkedIn’s talent solutions. More than three million companies use LinkedIn company pages. LinkedIn is documented as responsible for a staggering 64% of all visits from social media channels to corporate websites. By contrast, Facebook accounts for 17% of such visits, while Twitter rates 14% reports econsultancy.com.
Businesses need LinkedIn.With the dominance of the LinkedIn platform, the question really isn't IF businesses need to be involved, but rather HOW they should use the platform. Because LinkedIn offers multiple ways to engage and a variety of tools to use, sorting through the options and strategically positioning your business is all the more important. To best understand the how and what of utilizing LinkedIn, consider how LinkedIn is oriented, your options for having a LinkedIn presence, and who in your organization can best position you on the platform.
Let's Talk LinkedIn Profiles, Groups, and Pages!
LinkedIn is still, at its core, a social networking utility that is oriented around individual profiles. Profiles are designed for individuals to present themselves, their vocational experience and expertise to their connections and the larger LinkedIn community. Everything else about LinkedIn revolves around the individual profile. LinkedIn groups offer a gathering place for individuals to discuss topics, share ideas, and engage each other.
Company pages, LinkedIn’s only official place for companies to position themselves, are a byproduct of multiple people listing a specific company as an employer. Again, the individual profile drives the platform. Company pages have evolved, and you can claim or create those pages as a business. LinkedIn is constantly adding features, but the functionality for marketing your business via those pages is tied to the presence of individual activity: following your page or visiting your page.
So, if you want to be successful on LinkedIn, get your people involved. Identify the key representatives of your company who can promote your brand and message on LinkedIn. Start with your sales team and executive management. You will need to invest some time, and perhaps money, to make certain each member of the team has an updated profile—complete with well-crafted keyword content and multi-media. Then, develop a strategy for the team’s activity and turn them loose to prospect, network, and promote your brand. Yes, businesses need LinkedIn.
Here’s the most important part: Even though 300 million people are already on LinkedIn, the majority of companies (your competition) do not have a strategy or coordinated activity among their team. There is an opportunity on LinkedIn. Now.