This is a guest article by Social Media expert Daniela Bolzmann

Maximizing the use of LinkedIn by a business is a function of the type of business and of the target market company. If the target market is primarily found on LinkedIn, I would suggest an active participation in the LinkedIn community. This can be built in a variety of ways such as adding applications, starting and joining groups, and updating status. The key thing to remember is that your active participation is required.

These variables are dependent upon the type of business, but for most businesses I would recommend integrating into a variety of social media platforms. Twitter, Facebook, and LinkedIn all work well together and can all be used for promoting and marketing a business in a professional manner.

When using social media you want to look at every tool individually and be creative in how you can apply it to your brand. LinkedIn sends out a weekly newsletter of the status of your “connections”—so, what can you do to get people’s attention? If you have a company or personal blog, why not share it on LinkedIn?

By utilizing multiple social media tools simultaneously you are essentially creating a community within a community. When setting up multiple tools, be sure to link them to each other and let your audience know the other sites. Building a community around each brand requires a custom strategy because not all brands are marketing towards the same audience.

For instance, a social networking site such as MySpace typically has a younger audience and would be better suited towards companies with a younger following such as surf apparel. Although a surf apparel company should keep this as their primary focus, they should not stop there because there are growing numbers on Facebook as well.

In order to engage your audience you want to utilize tools on each site such as bulletins to announce upcoming sales, status updates to remind them of events, photos from the latest surf competitions, etc. All of these tools are ways to reach your market and engage them in your brand.

Visit www.SocialSkoop.com for more on this subject.

Daniela Bolzmann,
Social Media Consultant
SocialSkoop.com

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