Is it Time to get LinkedIn... or is it Time to UnLink?
Written by Guest Blogger August 20, 2013
Let’s play a word-association game. I’ll say a word or phrase and you tell me the first thing that comes to mind.
Did you think of Facebook? Twitter?
I bet you thought of Facebook again. Maybe even Twitter. But, you need to also be thinking about LinkedIn.
We strongly advocate using LinkedIn to our social media marketing customers. We work with B2B customers, and have helped them achieve tremendous success connecting with other businesses and potential customers on LinkedIn. One of the business pages I manage generates a third of its website traffic directly from LinkedIn. Which mean that I, for one, was incredibly excited when LinkedIn announced that page admins would have the ability to comment as the business.
Unfortunately, I wasn’t as excited to read that LinkedIn was going to ‘sponsored posts.’ Sure, their case studies in the article make these posts sound like a great deal – but did anyone else notice they were all big businesses? I’m sure that for Mercedes-Benz, the ROI they got from a LinkedIn campaign was money well spent.
But I work with small businesses, most of whom have miniscule marketing budgets. Before the sponsored updates rolled out, it was easy to post an update to a business page on LinkedIn and share it with groups. Now, posts must be sponsored to be shared. Yes, you can go in and manually share a status update with every group you belong to, but it is a time-consuming activity at best. Plus, it does not connect back with the company.
You can promote your post for as little as $10/day. For certain, by almost all standards, it is a cost-effective method for advertising. I have read articles in the past several days that expound on all the great things about this, and others that hammer the negatives.
On the positive side, this levels the playing field for LinkedIn against Facebook and Twitter, both financially and having the ability to offer this kind of service/results to companies. And as a user, it is important to note that these sponsored posts will now be in the newsfeed, and will not appear as ads placed to the side.
Towards the negative bend, one thing people mentioned is that they rarely scroll their newsfeed on LinkedIn, and that is something of which I am guilty. I follow some companies, get e-mail updates from the groups to which I belong, and hardly ever scroll for more than 10 seconds. And of course, the fact is that paid advertising is leaning away from the social aspect of social media, and making social media more of a true marketing outlet instead of a personal communication platform.
These are just two of the most recent changes for LinkedIn. I suspect more big ones are on the way. For now, we won’t be making big adjustments to match their changes, but we will be monitoring progress and making sure LinkedIn remains the best option for our customers.
- Tags: SageAdvice