Published on November 7, 2013
Social Media Coach: LinkedIn Guide HootSuite, Simplifying Your LinkedIn Management LinkedIn allows you and your business to connect to a massive network of professionals, industry leaders, potential hires and clients in a specific, brand-focused way. Taking advantage of this potential means interacting with a variety of LinkedIn features. To streamline your social media activities, HootSuite offers advanced LinkedIn functionality. HootSuite is a LinkedIn Social Media Management Partner, which means all of the valuable tools you already use on linkedin.com can also be found within your HootSuite dashboard. Post updates or schedule updates to your LinkedIn profile. Maintain and analyze a LinkedIn Company Page; monitor and interact with the updates of colleagues and connections in your home feed or within Groups; search for jobs suited to you. All of this can be done from the same screen, in the same place, in just a few clicks with HootSuite’s versatile LinkedIn partnership. From the individual job seeker to a tech-startup on the rise, HootSuite provides everything you might need to manage your LinkedIn presence and make the most of the world’s leading business social network. Whether you’re connecting with clients or seeking new employees, our LinkedIn integration helps you do so securely, no matter how big your team is. Want to learn how? Follow along: “This powerful integration allows marketing managers, HR professionals, community managers and business owners to better target their message to their exact audience and in turn help improve the performance of their company page.” Lana Khavinson, Senior Product Marketing Manager at LinkedIn LinkedIn Best Practices for Business 1. Establish your Social Media Presence If you build it – they will come, right? Like anything, start by laying a solid foundation for your LinkedIn Company Page and build on top of that. Think of this as your business’ virtual first impression for other brands and potential customers or employees. Invest time to ensure that your profile page is visually appealing, on-brand and professional. 2. Attract Fans and Clients Did you know that LinkedIn users are 8x more engaged with your brand, 3x more likely to buy your product and 2x more likely to recommend it HootSuite Media Inc. Social Media Coach: LinkedIn Guide | 1
once they’ve connected with you in LinkedIn? This means leveraging your existing communities and networks to point back to your LinkedIn Company Page. First, engage the support of your biggest brand advocates: your employees. Next, promote your LinkedIn Company Page and its updates in your already established social networks. Adding “follow us” buttons to your sites makes following your business that much easier. 3. Connect with Your Followers Now that you have followers, how do you effectively connect with them? Like anything social, start a conversation. Post status updates that either link to rich content, invite a conversation or include creative images, but stay on-brand and relevant with every post. Did you know that LinkedIn has targeting capabilities? Zoom in on your preferred audience and perfect your messaging for them. Your LinkedIn Company Page is your brand’s chance to share company and industry news and thought leadership articles. Likewise, asking your followers to weigh in on industry hot topics is a good way to keep the conversation fresh and interesting. 4. Amplify your Message Improve your LinkedIn Company Page Performance with HootSuite Join LinkedIn’s Sr. Product Marketing Manager, Lana Khavinson and HootSuite’s VP of Business Development, Greg Gunn, in a brief overview of LinkedIn Company Pages’ integration within the HootSuite dashboard. Shares, likes and endorsements are your best friends in this network. Imagine for a moment, that I’m a customer and my trusted friend just endorsed your brand or content on LinkedIn. Not only will this action show up on my feed and point back to your LinkedIn Company Page, but my perception of your brand is now more favorable than before. Each endorsement and recommendation of products, services and content amplifies your brand across LinkedIn. HootSuite is also a great tool to help amplify your brand’s updates, content and even LinkedIn Company Page itself with cross promotion to other social networks. Setting up LinkedIn in Your HootSuite Dashboard 1. To add a LinkedIn Profile, Group or Company Page to your HootSuite dashboard first click “Add a Social Network” and select LinkedIn 2. Click “Connect With LinkedIn” and fill in your email and password, then hit “Allow Access” HootSuite Media Inc. Social Media Coach: LinkedIn Guide | 2
3. Select the correct Profile, Group or Company Page (content with check marks will be imported), then click “Finished Importing” 4. Next, within HootSuite click the “Add Stream” button. Select whether you want to interact with your Profile, Group or Company Page and then choose from among the available streams (scheduled updates, most popular discussions, etc.) How to Search for Jobs in LinkedIn with HootSuite LinkedIn Company Pages Looking for work or changing careers is both exciting and time consuming. HootSuite has recognized this and is here to help. Our Social Media Management Partner status with LinkedIn gives you the ability to use LinkedIn to comb the social network for job opportunities. LinkedIn Company Pages help businesses drive leads at a larger scale, showcase their story, and engage with their followers. With HootSuite, LinkedIn Company Page management is made more efficient and effective for teams and departments using social media. You can easily write and schedule posts to Pages and Groups from the HootSuite dashboard from anywhere on the web with the Hootlet extension. This allows you to continuously post and schedule fresh content and updates to your Company Page alongside other social messaging. And of course, you can add customized streams to your dashboard to monitor all the activity happening on your Company Page including recent updates and comments on posts, making managing your page even easier. Measure Your LinkedIn Success What are your short and long term goals for your LinkedIn Profile or Company Page and how are you going to get there? Measuring your success depends on the ability to track the performance of your content and other updates. By shortening any links you share to your Profile or Company Page with HootSuite’s Owl.y shortener, you can quickly see how many people are clicking on a specific piece of content. Then, use HootSuite’s custom URL parameters when sharing links to LinkedIn in order to understand how each click-through behaved on your website or blog. HootSuite’s LinkedIn analytics modules provide a snapshot of Company Page performance (showing total followers, new followers and engagement stats). More in-depth custom reports can be created right in your dashboard to measure your success based on engagement metrics including likes and comments, increases or decreases in followers, and impressions. All of this information will provide valuable insight on your following, and what works or doesn’t work, so you can then adjust your LinkedIn efforts for the best results. You can also view the last 3 people who commented on your content with links to their profiles so you can connect if the opportunity is right. HootSuite Media Inc. LinkedIn Analytics with HootSuite Pro Sign up for a free HootSuite Pro Trial to try LinkedIn analytics and other HootSuite Pro features. Social Media Coach: LinkedIn Guide | 3
LinkedIn Job Search Looking through job listings – even online – can take up a lot of time. But LinkedIn is a powerful social network as well as an amazing place to find career opportunities. To streamline your career seeking efforts, HootSuite has a “Job Search” feature. Be prepared to set up a whole new stream of opportunities. Here’s How 1. Once you’ve added your LinkedIn network, go to your profile tab, and click “+ Add Stream” 2. Next, click “LinkedIn” in the sidebar and select the “Job Search” Helpful Resources • 5 Best Practices for LinkedIn Company Pages • Now with More Features for Managing LinkedIn Company Pages from HootSuite • 10 Questions to Ask When Building a LinkedIn Company Page • Top 10 Tips from Best LinkedIn Company Pages of 2012 3. From here, select the LinkedIn profile you want to search for, enter in a search query, and press “Add Stream” 4. This will create a stream with a list of jobs that have the keyword you typed in! HootSuite Media Inc. To learn more about your HootSuite dashboard, join our free Social Media Coach webinars: Social Media Coach: LinkedIn Guide | 4
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