Tag Archives: social networking

Nicola Peaty

The Dos and Don’ts when using LinkedIn as a marketing tool.

By Nicola Peaty

LinkedInNetoworlProfileSocial media platforms like Facebook and Twitter tend to market to consumers who are already familiar with the company and its products/services, and can potentially mix up the tone and content of their marketing messages. LinkedIn is a purely professional social network. LinkedIn concentrates on business networking by building useful contacts and leads which can influence their company and convert into paying customers.

Here are some ‘Dos’ and ‘Don’ts’ to get you to get your business started using LinkedIn:

Do: Create your company page in line with your brand. It should be an extension of your website in terms of how it looks and what you say.
Do: Ensure all employees have created their profile on LinkedIn. They should include details about their current role and how they help your company, complimentary references, job history and experience and a suitable photo. The summary part is very important and gives ‘outsiders’ an insight into the people behind the company, so ensure this is done with careful consideration.
Don’t: Blatant promotions will not go down well on LinkedIn. This is a professional platform which conforms better with exchanges of useful content and contacts.
Do: Use the search facility to your full advantage. This is the chance to find key individuals or companies who you wish to target. Even search by keywords relevant to your business to see who are connected or subjects being discussed.
Don’t: Marketing rules still apply, so don’t forget to follow the same etiquette when generating and nurturing leads. Think about how you wish to make contact and keep the messaging professional and relevant especially with the first email message. Think about the reasons for making the contact and include mutual benefits to encourage the connection.
Do: Invest time and effort updating your posts so that you are front of mind and staying part of topical issues and discussions.
Do: Plan who you wish to target. LinkedIn can open the doors to current and potential customers, stakeholders, industry bodies and associations. You can even target companies by type, size and market.
Don’t: Posting for the sake of posting is not the ideal plan. Quality content is what will help you stand out and position you as a voice of authority and with a good knowledge of your market.
Do: Make the most of the Groups either by following them or creating your own group. You can join groups of your target audience to follow their discussions and offer advice. You can join peer to peer groups to help each other and exchange opinions. Once you’ve been accepted as a member you can message other members which gives you the opportunity to connect with useful prospects and influencers. You can also invite these contacts to your own Group. By administering your own group, this is a great way of offering quality content, finding out thoughts on topics and targeting a key audience to its full potential.
Don’t: Don’t ignore what connections are saying about your company or market. Use LinkedIn to listen to what is being discussed on posts and group so that you are aware at all times. You can then join in and offer your view, acknowledge and challenge if necessary.
Do: Integrate LinkedIn as part of the overall marketing mix with other social media messaging. Be consistent with content across all platforms and monitor and measure response where applicable.
Don’t: Chances are that you can use LinkedIn to keep track on competitor activity. Don’t take your eye off what is being said or discussed about them so that you are aware of how they are being viewed and their influence within your market.

For specific details on LinkedIn services go to:


Vaughan Gordon

What can we learn from the list of top UK brands online?

By Vaughan Gordon

Today web monitoring company Nielsen announced the top 50 online brands in the UK for 2011.

The top 10 looks like this:

  1. Google
  2. MSN/Windows Live/Bing
  3. Facebook
  4. Yahoo!
  5. BBC
  6. Microsoft
  7. Amazon
  8. YouTube
  9. eBay
  10. Wikipedia

No surprises here. But the data compares 2011 with 2004 and this shows three things.

  • Search is still critically important
  • Social networks/user generated content sites are gaining in influence and size – and rapidly
  • Offline brands are making their prescence felt online

To highlight these last two points it is worth noting that Argos is the UK’s 13th most popular brand online and Blogger (the blogging platform) is 16th.

There are also some learning points for business:

  • Search still rules so make sure your sites are well optimised
  • User generated content is becoming increasingly important in driving traffic to and engagement with sites so figure out how your business could leverage that – think curating content, linking to relevant content and building up your own bank of user generated content
  • Sharing sites are in the ascendancy and they all provide businesses with an opportunity to have a prescence and connect with their customers whether they are on Twitter, Linkedin, Facebook etc. Time to work out how to do this if you are not already.
  • Notice that offline brands such as Argos have had real success at building a successful online business – you can do it too.

So, start to think how to create well optimised content and how you can share it in the relevant networks.

by Martin Couzins

Nicola Peaty

User Generated Content…who knows best..?

By Nicola Peaty

Trip Advisor - user generated content driving purchasing behaviourMother? Experts? Peers? Well probably all three. Given the chance I’m sure they would all want to voice their opinions and maybe advice. My recent media spot in BA’s inflight magazine, Business Life, certainly endorses the value of peer opinion. In an interview with Steve Kaufer, President and CEO at Trip Advisor, he explains how his business model relies on the content from users together with cost per click advertising.
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