Social Media Business Personas Part 1 | LinkedIn


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In this four-part series, we will uncover the social media norms, data-driven rules and golden standards of a business persona on social media platforms. Some social networks are more casual while others call for the utmost professionalism. It is crucial that businesses large and small understand what users are looking for on different platforms.

Whether you’re B2C or B2B based, listen up! Here’s the scoop.

We’ll be running through each and every major social platform out there but for the purposes of this post, let’s take a look at LinkedIn.

LinkedIn is used for very specific reasons and it generally the least popular of the traditional social platforms. The LinkedIn website states that “LinkedIn is a business and employment-oriented service that operates via websites and mobile apps.” LinkedIn makes it clear that their social site is hardwired for professionalism. As such, the audience is much older and the platform does not function the same as other social platforms such as Twitter and Instagram. This platform is a dead zone for memes and GIFs. In their place, you’ll find professional development articles, business news, and forecasts.

According to the PEW Research Center, only 25% of adults are on LinkedIn. The majority of the users on LinkedIn are between the ages of 25 and 49. With just 25% of the total audience falling between the ages of 18 and 24. Furthermore, the vast majority of users tend to have some form of higher education. You won’t find your 13-year-old sister sharing Hannah Montana or Kim Possible videos on LinkedIn. Though anyone can join (just like other social sites), they have done well to brand themselves as a mature social arena.

Personally, we find a TON of career advice articles and job postings on our LI news feed. We find that businesses often find value in regularly posting content to LI (pending on their audience). B2B companies have a ton to gain from a presence on the platform as the research shows that business executives tend to turn to LinkedIn for professional news, insights, and guidance. The general nature of the content on LI means that businesses don’t have to wade through wedding and baby photos to get to the nitty-gritty. As such, if you’re posting regularly and making the right moves on LinkedIn, your business may well attract the attention of the big boys.

This principle applies to any business who may be looking to hire new employees. Potential recruits frequently visit a company’s LinkedIn profile to gain insights on the company’s culture, to find mutual contacts and to determine if they may be the right fit. If your company is heavily involved in local events, POST IT. Share whatever content you feel will give a professional but personal insight into the guts of your company.

On a personal level, if you ever think you’ll need a job, having a presence on LinkedIn is a must.

More than ever, hiring managers and recruiters alike are turning to LinkedIn to determine whether or not a candidate is worth considering. Research shows that active users of LinkedIn check the platform daily. Which means your profile could be looked at multiple times per week when job hunting. That kind of professional exposure simply does not occur on any other platform.

Take our word for it and get that LinkedIn page looking good. There are tips and tricks articles all over the internet but what works for you will solely depend on the type of employment you’re looking for. Creative agencies, for example, tend to look for someone with a little more personality in their photo, cover photo, and headline. It all depends on the job type and what it calls for.

Keep an eye out for the next four parts of this five-part series on social media personas. We’ll continue to dig into the data and give you key insights into how your business should treat these social media platforms and how to best utilize them.