LinkedIn What it is: A Global Economic Platform
may not be as sexy as Facebook or Twitter, but its economic power for
organizations is undeniable.
It’s not necessary to
understand how the social networks function to derive utility from them.
However, that knowledge will not only give your association more clarity for
making better decisions, but also it will help it identify and adapt to
emerging trends long before the competition.
The magic that enables the various digital networks
to do what they do well is known as digital graphing or mapping. Digital graphs are the foundation of
each and every digital network, with specific strengths the result of their
For example, Facebook is a social platform, Amazon commerce, Google content,
and so on. However, according to a recent
study, LinkedIn is poised to become the first global economic
platform as a result of their commitment to connecting the
world’s professionals to make them more productive and successful.
A Digital, Social, and Global Economic Network
For users, LinkedIn started as an online resume. These days it has
become a platform driven by recruitment, business development, and content.
You may be surprised to learn that entrepreneurs and small organizations
are the leading users of LinkedIn. This is one reason LinkedIn has made a steady stream of
acquisitions and improvements to help users showcase their talents as
individuals and organizations, with those digital graphs then connecting them
to new connections, information, and opportunities.
LinkedIn digital graphs build alignment between like-minded professionals by
anticipating what we want to know, who we wish to connect with, and more. So, the more the
network knows about you and your association, the better it can help you
achieve your goals.
For example, Slideshare is a LinkedIn feature that gives you the capability to
use PowerPoint® presentations to visually tell your story, while also embedding
audio and video. LinkedIn
Publisher accomplishes the same by showcasing your best articles, while
also linking to additional content anywhere else on the web.
Your website is most likely where you promote your association’s capabilities –
as you should. However, LinkedIn is a robust platform that can help you get
Most organizations are hardly using LinkedIn at all. Nevertheless,
as powerful as LinkedIn is now, we are still in the early stages of what it can
The Global CRM Potential of LinkedIn
For some time now, LinkedIn has shown promise for becoming a
powerful CRM. While you would not want to rely on it exclusively (because you
do not own it), an association or other organization would be crazy not to take
advantage of its capabilities.
For example, LinkedIn
Contacts gives the capability to integrate Gmail, Yahoo Mail, Google contacts, and
more with our accounts. As a
result, whenever I send an email using Gmail, a note is automatically attached
to that person’s LinkedIn profile, thereby reminding me of our last
Additionally, if that person is not yet a connection, LinkedIn will notify you
and suggest you connect with them. Thus, LinkedIn helps you keep your network
updated and in real-time.
Periodically downloading your LinkedIn connections to your own CRM naturally
ensures those connections are available within your proprietary marketing
Presently at 225 million profiles and 2.1 million
groups, and with two new users joining every second, LinkedIn is the platform of choice
for cultivating your online professional network. LinkedIn may not be as sexy
as Facebook or Twitter, but its economic power for organizations is undeniable.
Jeff Korhan, MBA, author of "Built-In
Social: Essential Social Marketing Practices for Every Small Business" helps mainstream businesses adapt
their traditional growth practices to a digital world. Connect with Jeff
on LinkedIn,Twitter, Facebook, and Google+.