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Editor's Notes

1. The purpose of LinkedIn is to forge connections, maintain a business reputation and make sales. When someone is logged on to LinkedIn, they are already thinking about business in the same way an Instagram user thinks about images and #’s
2. Tagline Think of it as a tool for lead generation Should speak to your audience Explain what you do and how you can help The tagline shows up everywhere – newsfeed /inbox/who’s viewed my profile section It’s the biggest chance to get new followers Taglines needs to show how you will help…not your position or title
3. Summary People need to be confident in your skills Include a call to action Be sure to structure your summary Be careful with paragraphs and make sure that the first part of your summary is super concise, after all, you only get 2 lines to keep the viewers’ attention At the bottom of the summary editing page there’s an option that lets you share with your followers that you’ve update your profile Look at directing a call to action on to a microsite so that you can track awareness Your job title should use the keywords that people will search for i.e.) content marketing/events management
4. Optimise your profile for connection Complete everything Publish content Ask for recommendations Get endorsements – the more you endorse the more people reciprocate Add awards/honours Talk to prospects about problems and how you can help as opposed to a CV. Always ask yourself – will my profile get someone to connect with me even if they’ve never met me Maximise the skills (you can add up to 50) LinkedIn will then ask your network if they want to endorse you Use pictures that are eye catching The first 2 lines of your summary are the most important - LinkedIn ranks the number of contacts you have – the more the better Add your LinkedIn to your email signature – create inbound links to your profile People who engage with groups and on conversations are x 5 more likely to be viewed
5. Photos Use a background image – it’s a huge sales opp’ Use rich media with �ݺ�ߣShare / videos / pdf Ask for recommendations Join groups Use keywords that tie in to your google AdWords
6. Ranking system Profile section Check your peers – some people are better ranked.. in which case look at perfecting your skills / keywords Your ranking is determined by profile views and your activity When you publish or make a change, your contacts are made aware Post content regularly Make your content visible – use LinkedIn pulse Keyword rich profile Expand your network (1st – 2nd and 3rd networks) Give great headlines Use BuzzSumo (look at influencers section to see who you should follow)
7. ALL CONTENT goes through a 4-step process: Content classifications – Content designated as spam, low quality or clear Network sample – Content is sent to roughly 50 contacts as a trial of content quality Content engagement – Based on the sample and engagement: like / comment / share (shares get 3 points / comment 2 / like 1) Human Content Review - High performing content is then scored from a quality perspective by teams of human editors who determine whether or not the content should continue to be displayed in newsfeeds and if it should be extended to deeper 2nd and 3rd degree networks. The moral of the story is simple, Linkedin (like all other social networks) rewards users who share high quality, high value pieces of content. They reward users who generate high levels of engagement in newsfeeds (Likes, Comments and Shares and users who start conversations with other users in a professional capacity. Focus on the quality and not the quantity of content you are sharing and you will be rewarded with network reach in return.
8. How to hack the algorithm: Target a topic and be better than anyone else on it Keep titles short Use great imagery … not stock images Consider giving key posts a paid for boost Check when people are most active on LinkedIn (Sundays and Thursdays are good) Titles – 40-49 characters are best Use ‘How to’ and list style headings Have at least 1 image – 8 images are ideal Questions posts – perform v bad When you’ve posted – replicate the link through Twitter – high correlation of views Add the simple phrase – ‘if you enjoyed this post, please click the thumbs up to let me know’ Once posted – share through groups... but only the most relevant 2
9. Company page Introduce your company Use rich media / video Showcase strong content Connect to all employees Post job opportunities
10. Company showcase pages Showcase Pages are extensions of your Company Page Showcase pages are designed to spotlight a specific brand, business unit, or initiative without making its own individual page Create a page for aspects of your business with their own messages and audience segments while remaining connected to the main business Share specific content with a targeted audience Offer a unique tone of voice that is consistent with the specific brand