This week Linkedin launched its new sharing features , so I thought I might revisit some of the STATS I use for creating some of our Social Media Strategies. This corporate networking is gaining traction quickly, and is commonly a top referrer to the Thinktank Media Blog. No doubt people will go out and start using this new function right away. But there are a couple of things to consider first. So let me show you the breakdown of segments on the 65,000,000 million members.
So who is there?
Average Age: 43
Average Household Income: $107,278
Male dominated as compared with Facebook /Twitter: 54%
Household Income $100k+ 51.8%
University Graduates: 80.1%
Business Influences Purchase Decisions Makers: 41.6%
The number of Directors and above at any size company is over 7 Million
IT Professionals- whose job function is IT or engineering over 5.5 Million
By Job Title:
C-Level /Executives 7.8%
Senior Management 16%
Middle Management 18%
Source: http://advertising.linkedin.com/
Cross posting may leave you missing the mark. This is a completely different audience make up to other platforms, so you need to treat it very differently. This includes language, messaging, even product bundling and the images the feature now allows you to add etc.
Your connection network will also be unique to you, so keep this in mind.
Updating your LinkedIn Profile as often as your other social media profiles may not be received warmly either. Remember it isn’t about what you want to say that matters, but about what they want to hear.
Do you have any success stories from linkedin, or have found a way to really work this space well?
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Good point Natalie, was not aware of these statistics myself, but have experienced that ruthlessly cross posting is not appreciated. Better said it is not understood, simply indeed because the audience is different then on the other platforms. So I changed my strategy a couple of months ago and only post one or two status messages per day now on LinkedIn. Your statistics underpin the need to even tailor the LinkedIn messages more. Thanks!
Thanks Peter. Great to hear that you self diagnosed this one early. LinkedIn is a completely different animal and needs to be treated as such!
LinkedIn is indeed a different beast then other Social Media platforms. First and foremost it is a professional networking site that is somewhat un-networking like in its focus on having to “know” someone to connect or Link, although there are ways around that. The key focus I have, and advise to implore is that any activity you conduct on LinkedIn is quality content focused and relevant. By this I mean that the wider community on LI is seeking expertise on a particular topic or suggestion. There is a huge opportunity to position yourself with your messages, updates, questions etc. as a thought leader and a valued contributor to the LI community.
I have had great success on LI generating business, building my network and sourcing information by taking a strategy that is high on quality, and relevant to the audience.
Natalie I totally agree. As a newcomer to this space I first tried to understand how each type of Social Media platform works for me and then use them accordingly. Here is how I relate personally to them. FACEBOOK – only close family and friends LINKEDIN – only for career and networking TWITTER & BLOG – purely to promote the work I do and my organisation (@SteveAlessio & http://www.aflpablog.com.au). P.S Never the three shall meet! (most of the time!)
Natalie – great post!
Online networks are no different in essence from offline networks. The same way you won’t (I hope!) walk into a family wedding, and hand out your business cards, you shouldn’t do that on your online networks as well.
When posting anything, think about your audience, and how would they perceive the new bit of information.
Linking 4sq (FourSquare) updates on your facebook page may be applicable, but not acceptable on Linkedin. To notify your network about your whereabouts — use TripIt.
Use the right tools, for the right application, and you’ll have fantastic results!
Cheers Steve – “Never the three shall meet” – I like it ……I do blur the lines just a little I must admit. BTW I think you are offically no longer a ‘newcomer’.
Thx Raz – The business card illustration was brilliant. People read and learn!
So glad you boyz dropped by!