With nearly 500 million members in over 200 countries, LinkedIn is the leader in professional social networking sites. It provides a platform for members to network with other professionals in their industries, potential employees and employers. Additionally, LinkedIn offers other features such as Groups and Company Pages to enhance and organize brand awareness, as well as allow users to connect with brands they would like to work for or learn more about. Over 40 million students and recent college graduates have a presence on LinkedIn, in addition to alumni, prospective students and employees, making it a powerful marketing tool actively used by many units within our university.
Groups are designed for interactions with a known audience. Much of the conversations center around careers, with additional discussions around university news, alumni connections
Brands can create pages that users can “follow” in order to interact and receive updates. Many major organizations use Company Pages to attract and recruit potential employees, share news and connect with consumers. Associated analytics highlight performance based on impressions, clicks, interactions
Who will manage this page?
University Communications recommends having a dedicated person oversee all social media efforts, including LinkedIn. That person should check the page daily for comments that need to be answered.
How often should you post and interact?
Twice a week at a minimum is recommended.
What will your content be like?
Like any social network, LinkedIn requires unique content that your targeted audience will find interesting or valuable.
Do you have an established brand voice?
The university has an established LinkedIn presence as well as several sub-university pages and groups. In most cases, it will be in your unit’s best interest to send your content directly to the school and college level or official university pages that possess established audiences. Focus on providing great content and visuals, and let us handle your audience-building through our official channels.
If your unit is already active on LinkedIn, keep the following in mind when creating content for your page.