Is Twitter a Better Job Tool than LinkedIn?

Everyone knows LinkedIn is the social media king when it comes to job search, candidate search, and promoting a company or business. But I learned something recently that shocked my knowledge and made me question my social media industry knowledge – Twitter might be a more effective job tool.

Via Pixabay by Nemo

Via Pixabay by Nemo

Some background: A couple of months ago I received a mysterious email from a local startup, asking if I could come in for an interview. I spoke with the woman on the phone, came to their office for an interview, and have been working with them as a brand consultant and social media manager ever since.

I assumed when I was headhunted that the startup found me on LinkedIn. After all, I just started publishing on the platform and it is THE career networking site. I was surprised to find out a few weeks later that she actually found me via Twitter. Amazed, I asked what she did. The startup searched for social media in combination with my area – Kansas City, MO. I was one of the names that came up and my Twitter profile and messaging was the most appealing to her out of all the candidates.

Not only did this interaction make me extremely proud of my profile engagement, but it also opened my eyes as a social media manager. Companies who go digital head straight to LinkedIn to create a company page, get their employees on the site, and headhunt for new opportunities. Individuals who want to network for career advancement and are actively looking for job opportunities get on LinkedIn, customize their profile, and start applying to job openings.

Via Pixabay by tiffanytlcbm

Via Pixabay by tiffanytlcbm

Here is the problem – LinkedIn is so business professional that it is stuffy. There is an unspoken code of ethics, as if the users are constantly in their job interview mode (you know, that mode you get in when you are great at everything and can adapt to whatever the job interviewer wants). LinkedIn is flooded with people vying for positions and trying to B2B market effectively. It can be hard to sort through the noise to find people, especially since LinkedIn’s search function and strange connection rules make it hard to reach people.

Yet Twitter is the opposite. Even if people are looking for job opportunities, they go on Twitter to share industry knowledge, talk about their real lives, and communicate with others in similar professions. Twitter users are more real. They are not actively trying to find jobs on the platform, but do hope someone loves their content enough to follow them.

That means Twitter users are on their A-game to be the best selves they can be. This is different from the fake job interview-self that is the greatest at everything. Twitter users vent when they are frustrated, brag when they overcome challenges, and share personal photos and stories of their life. If you want to get to the heart of who someone is – go to Twitter.

Via Pixabay by Unsplash

Via Pixabay by Unsplash

That is what the startup I joined decided to do. Without even realizing I was being headhunted, I was appealing enough for that company that they considered me the perfect fit and solution to their problems. On LinkedIn, I am too focused on bragging about myself to do much else.

Remember this when you get on social media. People can find you anywhere online. Reserving one part of your personality for LinkedIn while putting another side on Twitter does not separate the two versions of yourself. Whatever you put online reveals who you are. This same rule goes for brands. People can easily find you on multiple platforms and will compare that messaging you send out. Even though each platform has a slightly different audience and messaging construction, you cannot treat them as separate worlds that will never touch. Be authentic on every platform and you will see your goals achieved.

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How to Choose the Best Social Media Platforms for Your Business

So you realize that you need to be social. But where do you start?

It can be overwhelming. There are numerous platforms and every social media advice website will tell you something different. Here is what it comes down to – you need to evaluate your brand message and your marketing goals and find platforms that match the “persona” of your business.

“But how do I know which platforms match my business?” Luckily, I am here as a social media expert to break it down the main platforms for you.

Via Flickr by marcopako

Via Flickr by marcopako

Facebook. Many say Facebook marketing is as dead as paper marketing, which, if you follow my posts, you know is not the case. It is good to have some Facebook presence no matter what your business is (however retail, restaurants, and local businesses do the best). It’s a numbers game – there are over 1.2 billion active users as of January 2014. You can’t ignore that big of platform. Granted, Facebook’s algorithms make it hard for your messages to reach that platform, but if you do a little bit of research you can greatly use organic reach Facebook to your advantage.

Via Flickr by mkhmarketing

Via Flickr by mkhmarketing

Twitter. With the right hashtags, you can do anything on Twitter. Yet the best businesses on Twitter are the opposite of the best businesses on Facebook. This is because retail, restaurants, and local businesses have a dedicated customer base while other businesses have more casual relationships with the audience. This is where Twitter comes in. Twitter allows you to connect with other businesses, prospective customers, and industry enthusiasts who will promote you for free – as long as you use the right hashtags. I insist the majority of my clients get both a Twitter and Facebook. They are the two powerhouse platforms you can’t ignore.

Via Flickr by Link Humans UK

Via Flickr by Link Humans UK

LinkedIn. LinkedIn is THE platform for B2B marketing. Yet LinkedIn can be tricky. You need to have one employee be the “face” of the company, meaning they create, manage, discuss, and make connections on the company’s behalf. It can be tricky to outsource your LinkedIn marketing. Usually it is best to do in house after researching the best way to use LinkedIn as a connector tool, not as a spam marketing robot.

Via Flickr Zack D. Smith

Via Flickr Zack D. Smith

Google+. I admit, I have a love-hate relationship with Google+. There is a lot to be desired and I don’t see its use as a social media platform – outside of its affiliation with Google. With Google’s search engine rules, having a Google+ page is practically a must. With a Google+ page, you get higher search engine rankings and more credibility in Google’s (AKA – Internet God’s) eyes. If you rely on high search engine rankings for your business, get a Google+ page.

Via Flickr marioanima

Via Flickr marioanima

YouTube. YouTube is more of a supplemental platform for your marketing plan. Only certain brands are good for YouTube. If you have the opportunity to make instructional videos, product reviews/highlights, or “commercials” online with your product or service, then YouTube is a great platform for you. Just make sure your videos are professional and high quality!

alicegop

Pinterest. Pinterest is a great platform if your business is highly visual. If you have high quality product photos or offer services that are eye-catching, get your boards started! The pinning platform is best for craft, home decor, home improvement, wedding, food-related, and retail businesses.

Via Flickr Play Among Friends

Via Flickr Play Among Friends

Instagram. Like Pinterest, Instagram is great for highly visual businesses. The difference in Instagram – you need to be very interactive as well. On Pinterest, you can get away with throwing up content without a whole lot of interaction. On Instagram, you have to be involved. You have to know the best filters, know the hashtags, and know your audience as well as constantly communicating with your audience.

Via Flickr by manoftaste.de

Via Flickr by manoftaste.de

Blog. Bottom line – blogs are important for pretty much every business. Blogs are your opportunity to showcase your knowledge about your industry. The golden rule is to never write an entire blog post as self-promotion. You should always blog to give away “free samples” of information to your audience so they want more.

Originally posted on LinkedIn

3 LinkedIn Tools Your Business Needs to Use

LinkedIn is the ultimate social media platform for B2B companies. Traditional social media rules don’t apply when it comes to this platform. Businesses need to be more innovative when using LinkedIn. Luckily, these three tools will help you make the most out of the profitable business platform.

Via Flickr koka_sexton

Via Flickr koka_sexton

LinkedIn Groups and Answers

This tool allows you to target people who are already looking for your product or service. Instead of pushing people to get interested in your brand, you are pulling people in who already have an interest in it. LinkedIn lets you find these people and join in their conversations that are related to your products or services.

Via Flickr clasesdeperiodismo

Via Flickr clasesdeperiodismo

LinkedIn Advanced People Search

This tool allows you to build a network of prospects that benefits your brand in the long run. Add people that are part of your target audience and begin to communicate with them without being overly pushy. Being too pushy will result in a backlash against your brand. A premium account will help make this process quicker and allow you to balance on the fine line between communicator and salesman.

Via Flickr ekelly89

Via Flickr ekelly89

LinkedIn Advertising

This tool is completely worth the cost a business page has to pay. The tool targets people on LinkedIn by job function and gives a great ROI. A self-advertising begins at $2 per click, giving better results than when a business targets the mid-bottom section of an organizational pyramid. To target the upper section of a pyramid for high B2B results, look into LinkedIn custom ads and solutions. A minimum budget of $2,000 is needed for this kind of advertising, but it gives you better reach and higher leads. This is the best way to beat out the competition.

Which tool do you find most effective for your B2B company? Let me know in the comments or on Twitter @HS_Writing.

10 Ways to Use LinkedIn to Your Advantage

LinkedIn is the ultimate social networking for business. There are many features and tools on LinkedIn that can help you network and extend your business’ outreach. Many businesses and employees, however, are not using this social network platform to their full advantage. There are a ten easy things you can do to make LinkedIn more beneficial to your business.

Via Flickr by koka_sexton

  1. Join groups
    You can add and organize the people you connect with into groups, making it easier to share content that these groups of people would like. For example, if you publish or post content about marketing, you can post the content for these groups to view. This increases the reach your content, and business, can have.
  2. Become a specialist
    Only allow three to four endorsements on your profile in order to make yourself a specialist in certain fields. Choose endorsements that are completely relevant to what you do. Too many endorsements can damage your brand and profile. 
  3. Build credibility
    Recommendations are extremely important to establish your credibility. The internet makes people used to looking up reviews of products before they buy them. This is the same when they look up your business or profile on LinkedIn. 15 to 20 recommendations are a good start to build credibility. Look at your competitors and make sure you have more recommendations than they do. 
  4. Connect for the right reasons
    Using LinkedIn is like being in a virtual conference with people all around the world. This means you need to build valuable connections, not just connections to make your count higher. Every connection needs to correspond to your business or marketing goals. Having tons of followers will not help grow your business or profit. To get authentic followers, start with visiting your past jobs and connect with everyone you enjoyed working with. These people can also give you recommendations.

    Via Flickr by TheSeafarer

  5. Categorize the connections
    Connections can be categorized by topic in a process known as tagging. This helps make your communication with connections as targeted, personal, and specific as possible. When they are segmented by topic, it makes it easier to communicate with contacts.
  6. Add value to relationships
    You need to build a rapport with connections on LinkedIn, either past or present. This is part of why it is not a good idea to have a ton of impersonal connections. Consider what is in it for the connection to listen to you in order to start building a valuable relationship. 
  7. Be professional
    All aspects of your profile need to be professional. Your name on LinkedIn needs to be your actual business name and not a selling gimmick. Your profile photo also needs to be professional, not something you took on your beach trip. Adding a profile picture makes your profile seven times as likely to be viewed. The headline needs to encourage people to find out more about you. There are only 110 characters, so be interesting and concise. You should also customize your profile’s URL to make it easier to find.

    Via Flickr by Link Humans UK

    Via Flickr by Link Humans UK

     

     

  8. Be active on the website
    Update your status on a regular basis and share thoughtful or insightful news that pertains to your industry. Interact with groups and your connections multiple times a week in order to appear authentic and build long-lasting relationships. Also, make sure your profile is up to date constantly. 
  9. Add visual content to your profile
    Put many examples of your work on your profile to showcase your talent. Add things like test scores, courses, patents, certifications, and volunteering or causes you support. Volunteer work is great on your profile, since 42 percent of hiring managers say they view volunteer work the same as paid work. Make sure to include visual content, such as videos, presentations, and documents. 
  10. Make contact easy
    Make sure it is easy for people to contact you on LinkedIn. Put your email address and links to all social media accounts on your profile. Each person who views your profile will have their preferred method of contact, so provide a lot of options. 
Via Flickr by Link Humans UK

Via Flickr by Link Humans UK

What are some LinkedIn strategies that work well for you? Let me know in the comments or on Twitter @HS_Writing!

3 B2B Marketing Features on LinkedIn

The business to business brand marketing strategy is rising in popularity across social media platforms. Even though most platforms can be used for successful B2B marketing, LinkedIn is the best social media platform to use. Not only is LinkedIn geared toward all businesses and professionals in every industry, but it also provides networking – a vital marketing strategy.

LinkedIn is similar to using Facebook for marketing, but instead of talking about the latest celebrity gone crazy, LinkedIn content discusses the dangerous importance society places on celebrity idols. LinkedIn is a sleeker operation of the professional business, giving users more marketing and networking opportunities than other social media outlets.

Every business who has a B2B marketing strategy needs to use LinkedIn to be successful. There are many features on the social media site that build brand awareness and assist with content marketing, including company pages, profiles, and groups.

Company Pages

microsoft company page

Starting a company page on LinkedIn is the best way to get your brand out on the market. A company page allows you to share job opportunities about your company and talk about the behind the scenes operations going on. Talking about your company on the page will allow other businesses to see what goes on behind the B2C marketing and trust your brand more. It also gives potential employees interest and knowledge about your company.

LinkedIn is the perfect place to post self-centered information on the company, such as product releases and press releases, which should not be on a company blog. Users can follow your page to get updates on the company, and any employees on the website will automatically follow the content.

Profiles

profile linkedin

Employees who work for your company should be on LinkedIn with profiles. Their pages should be professional and positively reflect the company. The employees are one of the most important factors in the image of a brand and they will help raise awareness of it thanks to the vast networking capabilities of the website. Make sure all employees are linked to the company page correctly so the correct name and logo appear on their profile. This is key to the brand.

Groups

linkedin groups

Groups is a section of LinkedIn that acts like a discussion forum on the internet. Yet groups are not informal and full of attacks like internet forums are. Instead, they are similar to breakout session at a conference. Groups can only be joined by profiles, not company pages, so owners and managers need to set up their own profile in order to participate.

Once you have a personal profile set up, find groups that relate to your business. For example, if you sell clothes on a retail website, join groups about retail marketing or eCommerce schemes. There will be hundreds of groups to choose from, so join groups with more members and posts each month.

Are there any other essential LinkedIn marketing features I missed? Let me know in comments or on Twitter @HS_Writing!