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Call LinkedIn What it is: A Global Economic Platform - 8/20/2014 -


Call LinkedIn What it is: A Global Economic Platform

LinkedIn may not be as sexy as Facebook or Twitter, but its economic power for organizations is undeniable.

By Jeff Korhan

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 respective structures.

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 noticed fast.

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 become.

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 communication.

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 system.

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,TwitterFacebook, and Google+.


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