Depending on the industry you're in, there are countless ways to utilize social media platforms such as LinkedIn to build a brand. For the purpose of Global Media News, let's focus on ways that can be quite useful for journalists in particular.
1. Raise your LinkedIn SEO
- Make your profile public and claim your URL.
Search engines won’t be able to find private profiles and neither will other LinkedIn users. Since journalists use their full names, that would be the best option for your URL. Try some variation of your name, using an initial and a last name or last name then first name, if your name is already taken.
- Get your headline right
When searching LinkedIn, potential connections will only see your name, photo, and headline. Utilize this 140-character limit space efficiently. Instead of a vague job title be specific about your job title, company or beat even and also include the location.
- Get your links right
LinkedIn allows you to add up to three links on your profile. For most people, this would include their company website, their blog and some other social media site. The key is to edit the default settings and create more search engine friendly text.
So instead of “My Company”, write “New Media Writer at The Catalyst in Old Westbury”. Instead of “My Blog”, try “Blog about Writing for Media”. You have now given the reader an insight as to what the links are about and you have added more keywords to your profile. You do this by selecting “other” from the drop-down menu then enter your website manually.
For more information on how to increase the SEO qualities of your LinkedIn account, please visit this link: How to Make Google Love Your LinkedIn Profile
2. Who should you connect with on LinkedIn (and who shouldn’t you)?
LinkedIn is all about connections, the more you have the better visibility your profile will have and more people you will be able to search for. But it’s also about quality connections, it’s worth identifying the so called ‘super connectors’ in your field and start connecting with them – if they have 1000 relevant connections that will save you a lot of leg work.
Don’t connect with your competitors unless you know they have more useful connections than you do. Yes you can hide them from browsing your connections but your connections will still come up in search results so be wary of connecting with competitors.
Read more at Super Connectors on LinkedIn
3. How can you stand out against the other millions of Journalists on LinkedIn?
Be yourself and don't spam! Your network probably knows what you do and they are likely to let you know when they have a referral for you, so it’s better to get mindshare – creating daily awareness and staying visible. Share interesting and valuable information, and avoid selling yourself all of the time.
This two part video series from Media Bistro sums it up. It discusses the value of using LinkedIn and goes into detail about crowd-sourcing, as well as using LinkedIn efficiently and effectively.
Click here to be taken to the LinkedIn for Journalists videos: Media Bistro On Demand