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Following Companies on LinkedIn – What’s the Value?

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Lesson for LinkedIn: You need to communicate the value of this feature more effectively to users.

Lesson for businesses: Nobody wants to read your ads. People may tolerate it if they’re receiving other valuable content from you. But LinkedIn doesn’t (yet) have the kind of conversational engagement that Facebook or Twitter has, so you’ve got to carefully consider what you’re putting in your LinkedIn stream. What will truly be of interest and value to your customers and potential customers?

Lesson for users: Look before you link. What kind of content is this company publishing? Will it create any real value for you, or just more infoglut? I see a place for it, but I recommend using it sparingly. The burden is on the company to engage you.

Scott Allen is a true social media pioneer, helping turn virtual relationships into real business since 2002. He is coauthor of The Virtual Handshake, the first book on using social media for business, and contributor to over a dozen books on social media, marketing & entrepreneurship. He is currently Director of Client Solutions for Momentum Factor, a social media and online marketing management firm specializing in the direct selling industry.


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