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LinkedIn

I don’t see the value of using LinkedIn

I hear this phrase often; “I do not see the benefits of LinkedIn.”

Often they include statements like these;

  • ‘I’ve been on LinkedIn for years.’
  • ‘All of my employees are on LinkedIn.’
  • ‘We have a company page on LinkedIn.’
  • ‘I have a big network of at least 200 people.’
  • ‘I accept every invite I get.’

For those who say they do not see value using LinkedIn, I never hear about their strategy or execution.

Recently I researched two companies on LinkedIn.

The first company focused on executive staffing, primarily for B2B companies, has 10 employees on LinkedIn.

Between all of the employees, there are nearly 17,000 connections.
The company page has about 1,900 followers.

Yet, the company page has no new content focused on their target audience.
The employees have no content or public engagement with their target audience.
Most of the employee’s LinkedIn Profiles are only basic.
Some of the profiles are even less than basic.

I am sure LinkedIn is not creating value for this company.

The second company I researched is a financial services company primarily serving B2C companies.

They have 9 employees listed on LinkedIn.
They don’t have a verified LinkedIn Company Page.
Their page is one of those created by LinkedIn years ago and has no useful information available to their target audience.

The employees, including the President, VP of Operations, VP of sales, and all of the salespeople have less than basic LinkedIn Profiles. None of the employees have any content or public engagement with their target audience.

I am not surprised that the leaders of this organization feel LinkedIn is of no value to their business at all.

LinkedIn is a business tool. You can’t get value from a business tool that is not being used appropriately. These business tools require a strategy and appropriate execution within relevant business processes.

Otherwise, the value of LinkedIn will be lackluster at best.

Does your business have a strategy for using LinkedIn as a business tool?

Do your employees invest time using LinkedIn with purpose focused on the business goals?

/Teddy

If you want to discover better wayst for your team to use LinkedIn as a business tool, let’s talk – (336) 283-6121

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