For the past two weeks, weve covered two of the most popular social media platforms for business: Twitter and Facebook. One we have yet to cover, and is essential for any B2B company interested in social media, is LinkedIn.
Unlike the other social media platforms, LinkedIn is driven mainly by B2B companies; manufacturing being widely represented. So what makes LinkedIn different? Why should industrial companies consider joining and engaging prospects and customers on LinkedIn?
LinkedIn has always had a business-focused environment, making it the most business-friendly social platform currently in existence.
Its main asset is their audience as they are individuals more open to talk business and connect with others who have a business objective in mind. According to the LinkedIn US Audience 360 Study, 64% of LinkedIn users say LinkedIn helps them develop relationships and grow new business.
To learn more about LinkedIns audience and why industrial companies should participate on LinkedIn, click here.
LinkedIns audience may be what truly sets the platform apart from the other social channels, but the engagement tools/features in place are also significant differentiators. They are:
By combining LinkedIns audience and their engagement tools/features, LinkedIn easily becomes a top social media platform for industrial companies to participate in. Below are the details of each of these engagement tools/features along with how industrial companies are using them.
Company pages on LinkedIn are extremely significant. Similar to the other social sites, companies can create pages that include:
Though LinkedIn pages serve a similar purpose as in the other social sites, they are also unique and can differ significantly. With Company Pages businesses can:
Below are examples of how industrial leaders, ABB and American Crane, are using LinkedIn. Take note on the posts they make, as well as how they list their products/services and their current openings.
ABB
ABB is a global leader in Power and Automation technologies, providing a broad range of products and solutions to improve performance and reduce environmental impact for its customers.
American Crane
American Crane is recognized as a leader in the design and manufacture of electric overhead traveling and bridge cranes, wire rope hoists and custom engineered lifting equipment, offering equipment for a wide variety of applications up to 1000 ton capacity.
As of 2012 LinkedIn created the Targeted Updates feature where companies can deliver highly relevant content to their target audiences to drive increased engagement and brand loyalty. According to LinkedIns analysis of actual follower engagement per audience segment, targeted updates have seen 66%+ increase in audience engagement. Parameters for targeting include:
Targeted messages provide industrial companies with a significant opportunity to reach the right people with a relevant message, in effect potentially creating lasting business relationships. Below is an example of what the targeted messaging panel looks like. For more information on targeted updates, take a look at this LinkedIn publication.
Groups on LinkedIn are key drivers of conversation and engagement, mainly due to the audiences openness to discuss business issues, answer questions, and give an opinion.
LinkedIn allows companies and organizations to create their own groups to engage users. LinkedIn Groups are usually interest-focused enticing users to join because they would like to contribute to discussions related to the over-arching interest.
Below are three examples of groups industrial organizations have created to engage LinkedIns relevant users. Take note on the types of discussions occurring, as well as the membership/engagement data.
Strategic Sourcing & Procurement Managed by Ariba
ISM - Purchasing & Supply Chain Manager Professionals Managed by Institute for Supply Management
American Society of Mechanical Engineers Managed by ASME
As you can see, there are numerous opportunities for industrial companies on LinkedIn. Industrial companies on LinkedIn are already reaching a quality, professional audience that is more likely to engage and respond to business-focused discussions. Whether large or small, industrial companies are represented on LinkedIn. For those who are yet to belong to the professional social network, the time is now.