This is a great article from Bulldog Reporter on how to more effectively build your brand and reach both consumers and journalists through Linkedin.
What I most like about this article, is that it inherently points out the challenge so many b2b marketers face: truly understanding and leveraging social media as a new paradigm rather than a new channel.
The author, Chuck Hester, explains that if you're just out there trying to promote your own brand, without actually contributing to the community, then you're not going to see any results. He states:
"Talk about the issues important to the community, instead of "promoting." LinkedIn, just like any other social networking service, is all about the community. You have to contribute to the community, rather than promote a company or product. Go in with that mindset."
Translation: In the world of social media, if you're not delivering value, then don't expect to receive value.
The great news is that Linkedin makes it very easy to contribute value, and if you can take advantage of that opportunity, you will be quickly rewarded with very real value in the form of brand equity.
The easiest way to do this is to make a habit of scanning Linkedin Answers to see what questions are coming in from your network, and then answering those that best enable you to display your thought leadership and expertise - (and here's the catch) - while actually helping others in the community.
Before you know it, people will be seeking you out proactively and asking you to help them, but not until you've proven you can actually do so.
Direct link to the Bulldog Reporter article is here.
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