What is LinkedIn?
LinkedIn allows users to maintain a professional contact network, find and post job and business opportunities, and post résumé and photos. Discussion boards, groups and company statistics also are available.
LinkedIn best practices
- Your department will be responsible for its own LinkedIn activity.
- Research what other LinkedIn groups may already be established for the social media audience you are reaching out to. While you are not responsible for social media content offered by other groups, be mindful of how your message, naming conventions, etc. may overlap with content administered outside the university.
- LinkedIn should be a vital part of your traditional marketing plan – not replace it. These communications tools need to interact. If they exist in a vacuum, your department doesn’t derive the full benefit of being in the social media space.
- Don't saturate your LinkedIn account with promotional or sales material. Be honest about who you are and why you are posting. You're using social media to have a conversation with your audience. A persistent sales pitch promotes a one-way dialog, and will cause your audience to tune out.
- Use a general St. Thomas e-mail address so access to the site will continue regardless of employee status. (i.e., email@example.com for School of Education). More than one person should have access to the mailbox.
- Your department should limit the number of authors/administrators for LinkedIn and other social media tools.
- Authors/administrators should be prepared to contribute consistent, high-quality content.
- Be sure you have rights to the content you publish. Copying a photo off the Internet and publishing it to your department LinkedIn page is not the same as having rights to that photo.
- Don't abandon good writing skills just because you're online.
- Reward your audience for participating. You value being part of a conversation with your audience. Find a way to show them that you appreciate their engagement.
- Set goals for your LinkedIn and other social media efforts. If possible, the goals should be measurable.
- Remember, you are representing the university brand. Civility and respect are critical in all interactions.