LinkedIn allows users to build their professional network and engage with other professionals. It provides an inside look at companies and their products, opportunities to connect with colleagues, industry insights, and employment opportunities. To succeed on LinkedIn, companies should establish their presence by telling their story, attract followers by leveraging communities and creating employee profiles, and engage followers through regular status updates and content sharing. Best practices include targeting conversations to specific audiences, actively engaging with followers, and sharing viral content with calls to action. Regular status updates and unique content keep followers engaged.

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55 Gilbert Street North, Suite 3104, Tinton Falls, NJ 07701
phone: 732.212.0823 | www.lotus823.com
LinkedIn
Overview, Best Practices and Checklists
I. Overview
LinkedIn allows you to manage your professional identity, build your professional network and engage
with other LinkedIn professionals. LinkedIn users have access to knowledge, insights and opportunities.
LinkedIn users are on LinkedIn for:
• An inside look at companies, their content and products
• Connecting with colleagues, peers and other professionals
• Solutions to problems
• Industry insights and trends
• Building personal brands
• Employment opportunities
II. A Proven Model for LinkedIn Success
• Establish your company’s presence
o Tell your story with descriptive keywords and uniqueness
• Attract followers
o Leverage existing communities
o Create employee profiles
o Newsletter announcements, if applicable
• Engage followers
o Status updates
• Amplify through your network
o Encourage followers to like, follow and comment
• Analyze and refine
o Follower stats
o Page stats
o Individual posts
III. Best Practices
• Target your conversations
o Geo-targeting allows you to send messages to users in specific areas
o Make posts/status updates unique to your product and audience
o Use sourced status updates
o Link to other groups in your industry
• Like, share and comment
o On your follower’s pages
o On similar industry pages
• Recommend
o Looking at other pages
o Looking at specific products
o Using a product for specific things
• Be active
o Talk to your audience

2. !#!
55 Gilbert Street North, Suite 3104, Tinton Falls, NJ 07701
phone: 732.212.0823 | www.lotus823.com
IV. LinkedIn Company Status Updates
• Status Updates
o Keep it brief, a short sentence or two will do just fine
o Post at least once per weekday to reach the majority of your audience
o Morning updates receive the highest engagement
o Link to great content and inspire followers to click through for more insight
• Status Content Suggestions
o Unique Content
! Blog posts
! Company videos
! Interviews with executives
! Webinars
! Events
! White papers
! Case studies
o Linked Content
! Industry news
! Expert third-party research
! News coverage of your company
o Sourced Content
! Guest posts from partners
! LinkedIn polls
! Cross-posting from groups
! Product tests
! Testimonials
• Viral Content/Status Updates
o Include a call to action: encourage your followers to like and comment
o Link to best-of lists (specific to your industry)
o Invite customers to recommend your products
o Post great videos
o Ask questions that will elicit a response

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55 Gilbert Street North, Suite 3104, Tinton Falls, NJ 07701
phone: 732.212.0823 | www.lotus823.com
V. LinkedIn Checklists
LinkedIn Company Page Customization:
Add/Update Cover Image
Add/Update Company Logo/ Profile Image
Add/Update Products and Services Section (A great way of highlighting products & promoting new products)
Add/Update Company Specialties Section
Add/Update Careers Section
Link Twitter Feed to LinkedIn Profile
Update Status Frequently (preferably once a day)
Post Content Your Audience Cares About
Target Industry Specific Groups in Status Updates
Find and Follow Industry Specific Groups
Showcase Groups You Follow (Limit of 3 featured groups)
Promote Your LinkedIn Presence (Website, Blog, Facebook, Twitter & Major Social Media Networks)
Review the Analytics
Let LinkedIn Work For You:
Add LinkedIn Company URL to Email Signature
Add LinkedIn Link/Follower Button to Current Website and Blog
Have Employees Fill Out Their LinkedIn User Profiles Completely
Announce You’re on LinkedIn Through a Blog Post and Spotlight it on Your Website
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