Company Announcement - While LinkedIn may not be the most popular social networking platform in the world, it is definitely one of the most important tools for professionals and businesses today. While it may not boast user numbers like that of Facebook and Twitter, it is still the largest and most popular professional network or business-orientated social networking site available. The site grew by 34.51% in 2013, and was reported to have more than 277-million members in April this year.“While LinkedIn presents several networking and business opportunities for brands, businesses and professionals alike, the platform needs to be used in the correct way to be effective,” explains workforce solutions provider Manpower South Africa Managing Director, Lyndy van den Barselaar.

She notes that it is important to keep ones business page or profile up to date at all times. “Your LinkedIn profile is often one of the first results when a Google search is done for your company, therefore being your first points of contact with potential business partners, employees and customers. An up-to-date business page will engage your connections and allow you to share your company news, updates, events and current and relevant content with them.” “An out-dated or incomplete page will not have a positive effect on the perceptions of your business. Ensure you always display the correct contact details and company information, and keep the page and images updated,” suggests van den Barselaar.

LinkedIn allows you to like and share content as a company, which is a great tool when looking to engage further connections. “This feature allows you to like and respond to comments made on your page or posts you have created or shared; as well as to share customer, client or partner news, facilitating for a positive and trusting relationship between your business and theirs,” she explains.

Van den Barselaar notes the extreme importance of customising content when creating it for or sharing it on the platform. “LinkedIn allows you to customise your content by choosing to share it with all your connections or to a “target audience”. Targeted engagement is essential for your success when using this platform, so send your update to a subset of connections based on factors such as geography, industry, company size, level of seniority, and so on,” she says.

Equally important is the act of making content valuable and easy-to-consume. “Quality content that is quick and easy to consume is more likely to be read and shared by your connections. Updates that include pictures, charts, infographics, videos or links to articles are popular,” notes van den Barselaar. “When you do not have a link or image to share, you can engage your audience by asking them a question or their opinion.”

She notes the importance of updating content on a regular basis. “Avoid going long periods without posting any content and then uploading masses of content all at once. Rather try to ensure constant, relevant content is created or shared on your page.”

In conclusion, van den Barselaar notes the importance of keeping a watchful eye for your company name being shared on LinkedIn. “Any member joining LinkedIn is prompted to enter their work experience, and will be able to use your company name. It is worth being aware of this in terms of maintaining a positive company reputation.”