You don’t need a grand slideshow presentation just to see the benefits of creating a company page on LinkedIn. It’s a hot spot for promoting your products and services, recruiting talent, and interacting with potential business partners. Its 225 million users (as of June 2013) that’s mostly composed of executives and position-holders make it a promising haven for endless possibilities.
However, setting it up is a major task in itself. Most business owners have hesitations and questions on how exactly they would start building a company page, and some of them, due to misguidance, wind up making reputation-destroying mistakes.
Don’t be one of them. Before giving the go-signal to your team, ask yourself these essential questions:
- Who exactly will set up and maintain the company page? For marketing teams that have social media marketing experience, LinkedIn should be right up their alley. But for newbies, this is crucial. The person(s) for the task should fully understand how it works for it to be maximized.
- What should my posts be about and how often should I post them? Status updates in LinkedIn pretty much resembles that of Facebook’s, so the timing and content is an important factor. Experts suggest posting 3-5 times a day, mostly about events, product releases, and two-way conversational posts such as questions or polls.
- How should the page describe our company? Just like any other site, LinkedIn also has an About page. Nowadays, most marketers ditch the usual entries like the company’s history or a full bio of the CEO. Personalized stories and visions have become more appealing, but of course you still need to include contact details and addresses.
- What kind of images should I use? Now this is where LinkedIn and Facebook differ. As LinkedIn is a professional site, your images must also pass professional standards. You horizontal banner photo is your big chance to let people view your logos, business offices, or your colleagues in action. Make it attention-grabbing and memorable.
- How do we promote our company page? If you have a blog or a company website you can add a LinkedIn “follow” button. You can also put the URL on business cards, email signatures and e-newsletters. If you have the budget, you can also use LinkedIn pay-per-click (CPC) and pay-per-1,000 impressions (CPM) ad campaigns.
- How do we measure the effectiveness of our company page? Just like Google Analytics, LinkedIn provides analytics for company pages. It can help you see who are viewing your page and what types of content they usually click on. Only your page administrator can view the statistics, mostly about your community of followers, its growth and the types of LinkedIn users.