Five Tips for Being LinkedIn vs. LumpedIn

If you touch the social media marketing for your business then you are probably aware that Facebook is no longer Kumbaya when it comes to reaching your audience. In fact, they have been systematically closing doors and locking them between you and most of your audience for quite some time. All those “likes” you received through your marketing endeavors are pretty much just for show now unless your fans loyally visit your business page, or you pay to boost your posts to reach them. Because of this many businesses are slowing down, and even abandoning their efforts on Facebook, and focusing their attention on LinkedIn.

This is not good news.

With the dam about to burst, now is the time to examine your LinkedIn strategy. Here are five things I hope you consider:

Contact Information. Don’t let LinkedIn control who can and can’t contact you—especially if you are a service provider. Put your e-mail address in your public profile summary. That will also help facilitate connection requests if people can’t connect with you through the provided options. You always have the option to decline.

Website Information. These should be correctly named, and not by the default LinkedIn settings of Company Website, Personal Website and Blog. If you choose “other” as your option, you can type in the actual site names. It makes it easier for viewers, and helps them remember the names of your company and your blog!

Company Information.
While you are “yourself” on social media, it is also a team effort. The description for the company you own, or work for, should be uniform and not open to interpretation. The description should be communicated to all employees and updated as needed. After that information, you should describe what you do at the company in your own voice, however, if you have branded company terminology—i.e. Salespeople are called Solutionists—then everyone should be using that. Which also brings me to…

Deborah is the Principal and Intergalactic Ambassador to The Printerverse at PrintMediaCentr which provides topical information and resources to the Print & Integrated Marketing community, with some fun in the mix! She also is the founder of the Print Production Professionals Group on LinkedIN and works behind the scenes with several print organizations and companies helping with their marketing and social media efforts. With more than 24 years of experience in print production, print buying and project management, Corn has worked for some of the largest and most influential ad agencies and has played an integral role in projects that have won ADDY, CA and other advertising award honors.
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  • abc123

    Thank you for the very informative information. Keep up the great work with the Print Production Professionals Group.

  • DeadTreeEdition

    Thank you, Exalted Ambassador. I thought I knew LinkedIn pretty well, but you taught me a few new tricks. My profile has already been updated.

  • Steve Counts

    Dear Deborah: I don’t know where you got that hairdoo, but your info about LinkedIn was quite helpful thanks

    Steve Counts

  • sandyhubbard

    I agree with Deborah’s tips on controlling your LinkedIn universe and giving your network every opportunity to connect with you. Share worthwhile information and participate in high quality groups to enhance your LinkedIn presence. Great post!!

  • pictorialcorp

    This was very informative. I will be sharing this. Thank you!

  • Melissa Sienicki

    A must-share – thanks for making your blog post as exciting and informative as ever, Deborah!

  • Patrick Whelan

    Great info Deb. Like you said, time and effort is all it takes. LI is a top source of traffic to our website.

    Great post.

  • Elizabeth Gooding

    Another great article. On engagement I would just add that it shouldn’t be a bunch of sales pitches trying to masquerade as posts. Putting useful, helpful, share-able information out there (as you do madame ambassador) is much more likely to get results.

    I also have a question for you. I have hesitated to put my email address directly into the text of my description because I’ve had so much trouble with "spambots" in the past. I have firewalls and spam blockers but I have still generally stuck with having my email address tucked safely behind a form. What do you think are the tradeoffs there?

    See you around the PrintVerse!


  • RWDberg

    Good article, Deborah, especially the last point about engagement. Many of the LinkedIn Groups that I frequent have thousands of members, but only a couple of dozen who regularly participate. It’s a lot more fun when you chime in and also an excellent opportunity to get to know folks in your industry.

    One other point that you might want to address about social media. As with Facebook, there are some potential liabilities with LinkedIn. Specifically, the ability for a competitor or an unknowing group administrator to block your presence across the network (SWAM). LinkedIn has set up some very draconian procedures with the intent of controlling spam. All well and good, but they can essentially shut you down if you are an unwitting and undeserving victim.

    There is a growing print community on Google + that is worth some attention. If you’re a content marketer, it’s a good idea to diversify across at least a couple of the networks.

    Thanks for all of the good tips and advice!

  • Jill DiNicolantonio

    Deborah—as always great advice. I have to say the one thing I’d love to see more people focus on with LinkedIn has to do with engagement. To me, you set the bar really high on this—but that’s why your group has such a high membership. I know as well as any group manager how difficult it can be managing a jam packed work day AND successfully monitoring your social media presence—BUT if you want to have a positive impact and stand out on LinkedIn (or any social platform) I think you need to carve out time in your day, a couple times a day, and engage.