Content Engagement Allows for Connection and ‘REALationships,’ Part 1, Linkedin
In the column I wrote for Retail Online Integration's Winter 2015 print issue, I promised to provide some tips for building "REALationships" via social media. We are, in my opinion, starting to rely on social media automation tools too much — the consequence of which is losing our ability to build real connections and lasting, durable relationships.
Here are some tips for engaging your audience. Once engaged, you have their attention for a short window. That's the time to reach out and personally make a connection. Connections and relationships, sorry, REALationships are the currency that drives return on investment and true success in social media.
In part one of this multipart series, I focus specifically on LinkedIn. Future parts of this series will include tips for other social platforms.
I don't know about you, but I obsess over my LinkedIn stats. I love to see how many people have viewed my profile (right side of your homepage) and what my ranking is (easier to view on LinkedIn's mobile app). My goal is to get as many page views as possible. Page views are the starting point for connections and relationships. I get much business, and make many personal connections, from my LinkedIn profile.
How Do I promote My Profile on Linkedin and Drive Views?
1. Use the "Share" button (along with "liking" and making appropriate comments) to pass on good content from your homepage "updates." Your shares then get reshared, etc. The best content to share? Infographics, articles and quotes, the last of which are great especially if they're in a graphic. A quality share drives many of my profile views and is a great way to increase your network ranking. And, of course, the people whose content you share appreciate the visibility too!
Jim Gilbert has been creating direct marketing programs that drive superior ROI for almost 30 years. Fluent in consumer or B-to-B, creative, operations, and analytics, he marries the strategic and tactical sides of direct and social media marketing in a seamless fashion that gets results. He's CEO of a multidiscipline direct marketing agency, Gilbert Direct Marketing, Inc., which focuses on direct mail, catalogs, DRTV, telemarketing, print, alternative direct marketing media and social media marketing. Jim has been involved in start-ups, expansions and turnarounds, and is an expert in helping multichannel marketers get to the "next level." He's a former adjunct professor, teaching direct marketing at Miami International University, and is President of the Board of Directors of the Florida Direct Marketing Association. Jim loves to talk direct marketing, and has done many lectures on direct and social media marketing.