Marketing is a two-way interaction with the public, prospects, and peers to present them with the best face of a business. You do this to inform and persuade them of the benefits of dealing with that business.
Month: August 2023
LinkedIn: What the hell’s the point?
LinkedIn isn’t quite like “Facebook for business,” although you can waste hours there reading posts, watching videos, and participating in arguments – er, I mean discussions. It’s also not meant to be a digital version of the Old Boys Network.
It’s very confusing when you’re introduced to it. “There it is! Isn’t it glorious?”
“Yeah, but what do I do here?”
According to their own stats, by May of 2023 LinkedIn had over 930 million users. But what are all those people doing on LinkedIn?
The Questions
The way I see it, there are three questions worth asking about LinkedIn:
- What is it?
- Why do I want to be on it?
- What good can it do for me?
What is LinkedIn?
LinkedIn calls itself “the largest professional network on the internet.” But that’s just a description. Once you sign up for LI, you can post a biography and job history, along with a list of skills in which you’re proficient. You can write short posts or longer articles, as well as read those written by others. You can also post video and audio clips. You can join groups built around shared interests (“Yak Fur Marketing”). There are pages run by companies, where owners and employees theoretically hang out.
A basic LI account “doesn’t do much.” In order to really use LI, you need a Premium (aka Paid) account to get access to stats & info on other businesses, generate leads, and send mail to people you don’t know. At least – that’s what folks (and LI itself) will tell you. That’s not necessarily the truth. You can accomplish a lot for yourself with a no-cost Basic account.
Why do you want to be on LinkedIn?
At its heart, LI is a professional network. It’s a singles bar for business people, where you’re meant to mix and mingle, get to know other folks and make friendly connections.
Note: I didn’t say “make friends,” I said “make friendly connections.” Making true friends is a bonus. LinkedIn’s idea is that by connecting with others, they make business people “more productive and successful.”
So, why do you want to have an account on LI? In order to be seen.
Why do you want to be active on LinkedIn? So that by networking, you can meet others, help them and receive help in turn.
What kind of “help?” Job assistance, or learning something new. Experiencing a different viewpoint. Meeting new friends, and finding out your interest (maybe in marketing yak fur?) isn’t as esoteric as you’ve been lead to believe. Maybe just to see a friendly face, to offer a comforting word or a sympathetic ear.
Connecting is much more than just collecting a list of names. There are millions of accounts that do only that, each one of them seeming to think, “I win the Internet because I have a bigger list of connections than you do.”
What good can you get from being active on LI?
It doesn’t matter if you have a Basic account, or a Premium one. The important point is to be active. By “active,” I mean that you interact with other people. Say hello. Congratulate them when they get promoted or change jobs, have a work anniversary or a birthday. Read their posts, and give them a “thumbs up” response when you finish. Better yet, leave a short written comment (hopefully positive, if you can) to let the author know you read their words or watched their video, and considered them.
One of the best ways to get noticed is by noticing others. That is, interact with the content they’ve produced (posts, articles, videos, etc.) and demonstrate you’ve consumed it. Respond – hopefully in a positive manner. Give it a “thumbs up,” comment, or share it. Essentially, you want to be seen being a good connection. Promote others, do positive things for them – help them – and you’re likely to be helped in turn. If you can, create some content to share on LI, and let your connections know it’s there.
As they say, a rising tide lifts all boats.
What’s next?
I’d love to have your comments. Please feel free to ask questions as well. I’m just one guy out of 930 million with my own ideas and opinions, and I’ll happily give you my answers. And feel free to visit my personal LinkedIn account.