LinkedIn Strategies - Part 2

So, you've created your linked in profile and have started making connections... now what? How do you make LinkedIn work for you?

In Part 2 of this series, we'll discuss LinkedIn Status Updates.

Similar to Twitter or Facebook, LinkedIn offers the option of posting Status Updates. When you click on your Home Page and you'll see a field to the right of your photo that allows you to post a comment, share a link, as a question, etc. Simply type your comment and click on 'share'. Some additional options are:

• Share on twitter by clicking the box next to the blue bird at the bottom of the Status box;



• Include a link in your comment by clicking on Attach a Link and entering the URL



• Select if you'd like your status update to be visible to everyone, groups you belong to or just your connections

Now... what do you share? You can share almost anything: news articles pertaining to your area or attractions, job opportunities, updates or news regarding the hotel (including public events), even specials or offers. A few notes of caution:

• Don't use this channel as a hard sell tool or only post rates and offers, this is meant to be networking



• Don't post personal information -- that's for your personal facebook page



• Above all - be professional. You are representing yourself and your hotel.

Why post status updates?

The same reason we do daily postings on the facebook and twitter pages targetting leisure customers - you'll want to post professional updates on your LinkedIn account. LinkedIn is B2B(Business to Business) Networking site. It's just as important (if not more so) for your professional network to "see you" regularly and in order to keep your hotel in mind when the time comes to make travel decisions.

How often to post?

The easiest answer is: at least once a day. But realistically, this may not be possible. You should be touching the LinkedIn account at least once per week -- so posting status updates once or twice per week should be easily do-able. As you become more familiar, more comfortable and LinkedIn becomes more ingrained in how you do business, you'll find yourself posting more frequently.

LinkedIn Strategies - 1st in the series

Social Media for hotels has extended past the leisure market segment and is now extending into the corporate, business-to-business and even group segments. It is more important that ever to be involved in the online 'conversation' about your hotel as it now impacts all facets of the business. From Facebook, to Twitter, to YouTube to LinkedIn -- there are so many opportunities it can be overwhelming. We'll start with LinkedIn - the first in a series of blogs of how to use the sites to build more business.

Why LinkedIn?

LinkedIn is effectively a Business-to-Business networking tool. Many use it as an means to look for new work opportunities or to find new partners or employees. But it can also be used as a powerful networking tool to build new (and grow existing) relationships.

Like Facebook, LinkedIn is an online method to reconnect with people you know. Whereas Facebook is purely social... LinkedIn is purely business related.

What will it do for me?

1. Builds credibility - not only for your place of business... but also for your team of managers and employees working on it's behalf. Become an expert in your field.
2. Networking - effective, easy, no-cost networking not only with those clients and associates you know
3. Referrals - great way to get 'introduced' to potential clients (friends of friends)
4. Initial Research - get to know the organizations you are calling on before you go. Because of the vast database, more and more organizations are using this tool, you can get a lot of company-specific information... as well as some client-specific data as well.
5. Staying Current - by becoming involved with groups and associations within LinkedIn, you'll keep current on the latest industry (and even city-specific) news and events
6. HR - lastly, it's a great tool when looking for new managers, instant resumes and recommendations

What do I do?

The first step is to create an account. When you create your account you'll be asked for your current Job Title and Company. It is important for you to choose the correct Company (that is currently existing) and not to create a new one... so that you 'll be connected to the others in your organization.
(I don't recommend allowing LinkedIn to search your personal email account to 'see who you already know on LinkedIn .. just skip this step.)

You'll be asked to activate your account, at which time you can go in to Edit Profile and

• add a (professional) photo
• add past positions
• add your Education (school) information
• add website and twitter account (if applicable)
• Edit the Public Profile (create an easy URL such as www.linkedin.com/in/YOURNAME)

After that, I recommend adding a Summary paragrah and any specialties (located below your initial profile information) and include any keywords someone might use to find your services. In our case, examples might be meeting planning, corporate events, incentive travel, business travel, etc.

Once you've established connections with those you've worked with in the past (or a current employer) you can ask for Recommendations - to establish credibility and expertise in your area.

Now you're ready to begin getting 'connected'. Start with those who work at your current company. Click on Add Connections, or go to the top right corner, with the search box and enter a persons name (or select the down arrow next to the search box, change the selection to company and enter a company name).

For example, to start, go to the search box,

1. enter my name Melissa Bruckler, you'll see my name pop up underneath, click on it. From there you'll see other options at the left, (for future reference - these allow you to narrow and customize your searches for people and companies).
2. Click the link 'Add to Network' to the right of my name.
3. You'll see a new window that says 'Invite Melissa to Connect on LinkedIn'...
4. below that it asks 'How you know Melissa' -- you'll select from the options below (which are linked back to your profile...so make sure your profile is updated)
5. Add any personalized note you wish to the pre-populated email templat and select 'Send Invitation'

Your colleague (in this case me) will have to accept the invitation for you to be connected.

Now, your homework is to go through your business cards and contact list and start searching for and adding colleagues to your network.

One note, as you start adding connections, you'll see some people have a 1, 2 or 3. This is the 'level' of connectivity. A 1 means that you are personally connected (see above steps)... you know this person directly. A 2 means that someone you know, is connected to this person. A 3 means someone you know, knows someone, who knows this person (?! clear). These people you can request to be 'introduced' via LinkedIn if this is a relationship you'd like to pursue.

So this is the end of Lesson 1 of working with LinkedIn. Go out and add connections... on the next blogs we'll explore using all aspects of LinkedIn to increase your network and establish yourself as an 'expert' in your area, including the use of Groups, searching/researching Companies, and posting/answering questions (Answers) and posting status updates.

Happy Networking... as always, contact me if you have any questions.

Melissa
melissa@getinternetmarketing.com