One of the things we see lots of clients now trying to do is to leverage their networks. One way to do this using LinkedIn (especially) is to actually make sure that the connections you have are actually meaningful in this day and age.
There will be people out there telling you that you need to connect with thousands upon thousands of people and spread your network as far as wide as possible. Now in some instances this can be a good thing.
But speaking from experience, I now have over 9,000 connections on LinkedIn and one of the things that I struggle with is keeping on top of all the communication that’s going on – when I log into my account my wall is just basically bombarded with messages and the opportunities that appear from the people that I really need to be speaking to are probably getting suppressed.
I’m just not seeing them because the content on my LinkedIn wall is changing so quickly.
So on one level, I can see that LinkedIn gives me a big reach because if I post something it basically has the ability to reach thousands upon thousands of people.
But when those people reach out or ask questions or are looking for referrals, one of the things I struggle with especially having such a large network is the ability to weed that information out so that I can respond accordingly.
So do make sure that if you are starting to focus on LinkedIn, then it is at such a level that it’s manageable. Connect to people that you want to connect with – don’t necessarily connect with people just because they want you to have more connections.
Make sure that you do have a synergy with the person that you’re connecting with and do from time to time to weed out people. People change roles, people move companies, people might not be active on LinkedIn. So it’s always a worthwhile exercise.
Probably once a quarter go in and check your LinkedIn connections and make sure that they’re still valid for you.
It’s always a good way to make sure that your connections and your network are as clean but also as useful as possible. In this way, it means that you can connect and communicate with people and take part in the social side of social media marketing.
It’s not always about throwing out messages and throwing out content that’s just basically “buy my products, buy my products”.
You can actually reach out and help people when they’re asking for help. This is the key element of gaining a ROI on social media marketing – especially LinkedIn.