As specialists in all things digital media, we at JAM towers like to pay close attention to everything going on in the world of social networking and keeping up to date on how we can use it to enhance both our clients’ PR campaigns and also our own.

By now most PR professionals recognise the importance of Twitter, Facebook and Instagram in creating a cost-effective campaign that truly connects with their target audience but one social media platform seems to still be slipping under the radar…LinkedIn.

The most ‘professional’ of the lot, poor old LinkedIn appears to have gained a reputation for simply being an online C.V, when in actual fact it can be a vital tool in the on going fight to raise brand awareness.

No ordinary underdog, according to PR Week the site is used by over 135 million business professionals worldwide – 18 million of which are in the UK alone, making it their third largest market after the US and India. That means 18 million potential customers and 18 million potential endorsees of the brand!

To celebrate all that is good and underrated about LinkedIn, us Jammers have put together a short guide on how to use it to its full potential…

Create a Company Page
The most obvious action is to actually set up a page – whether it be for your own company or for a client you are working for – different to the standard profile page this is specially designed for businesses. Use it to add credibility to the brand by ensuring all its content is tailored to the target audience and just like you would a standard website, make it a one-stop shop for visitors looking to learn about the business.

Make It Easy To Find
This may seem obvious but ensure you link the company LinkedIn page to any pre-existing websites/ blogs/ Twitter accounts/ email signatures so that it’s easy to find. After all, what’s the point in going to the effort of creating one if no one knows it exists?! The more customers know about it the more page engagement it creates and the more successfully the page will work for you.

Engaging Content
Regularly update the company page so people have a reason to visit it because according to the social networking site itself, ‘if on average you post 20 times per month you will reach at least 60 per cent of your audience.’

Don’t just stick to promotional material though which will instantly make readers switch off. For every post promoting the company do four focusing on industry trends/ thought leadership’ – in other words, be useful!

Mix things up by using a mixture of images, videos, status updates, events and links to blog posts. Even integrate LinkedIn status updates with Twitter. But more importantly encourage followers to engage with content and don’t forget to respond to their comments!

Groups
Don’t be unsociable, make sure you actively search for groups talking about the brand or industry, join them and take part in the conversation. This is a great way of building brand awareness and getting the client known as an expert in their field – which is a key way of gaining both trust and influence. You never know you may even gain a new client by showing off your expertise.

Groups can also be a great way of promoting events and even news stories directly to those it will affect.

LinkedIn Ads
Finally, where relevant, take advantage of LinkedIn Ads. Often ignored in favour of the likes of Facebook Ads, LinkedIn’s ad platform is actually more powerful as its demographic is made up of decision makers, in other words those who control the purse strings!

So don’t rest on your social media laurels, make the most of LinkedIn and all it has to offer by following these simple steps.

If you would prefer someone else to take care of your LinkedIn page for you why not contact JAMpr on 0161 850 0565 or email Jaime@jampr.co.uk