Education Content Marketing

The New Rules of LinkedIn

By March 20, 2013October 13th, 2017No Comments
CB&A is an education pr agency.

LinkedIn has over 187 million users, a number that continues to grow. As the platform evolves, so do strategies for using it to its full potential. A recent webinar hosted by Cision highlighted how to maximize LinkedIn for personal and company use.

Personal ProfilesLinkedIn-Logo

Here are some do’s and don’ts to consider when configuring your personal LinkedIn profile. When sending an invitation, include a personal message to remind the recipient where you’ve met before. Fill out your profile completely, avoiding the use of popular profile buzzwords that lack real meaning. Use a professional headshot. Position yourself as an expert in your field by posting relevant articles, but remember: less is more. Be careful not to over share or post too frequently.

Take advantage of existing tools to grow your network. For example, LinkedIn has created an app called CardMunch that takes a picture of someone’s business card and automatically connects with them on LinkedIn.

Company Page

On a company page, explain what your company does, as well as the products and services it offers. Try posting once a day in the morning. LinkedIn is similar to Facebook in that posts linger in the newsfeed longer than on a rapid turnover site like Twitter.

Cater to your company’s industry by posting relevant articles, and determine how active on social media is the audience you’re trying to reach.

Divide content posted on a company page into thirds: one-third for industry news, one-third for original company content, and one-third for content derived from interaction with followers.

Add a LinkedIn share button to company content and add a LinkedIn follow button on your company website. These buttons can be just as important for raising brand awareness and connecting with your audience as Facebook and Twitter buttons.


Creating a group is another great way to engage followers and make connections. Groups need to be created by an individual, but can be focused on the industry a company works within. Groups allow you to engage with people in similar industries, and provide another avenue to curate content. Groups also draw in industry experts who can contribute to content on your own website, such as guest blog posts.