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How to Build Thought Leadership with LinkedIn

How to Build Thought Leadership with LinkedIn

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Thought leadership is a tricky phrase. In this instance, I’m using it to discuss building your professional reputation in a certain area of expertise much like your Google Authorship. Repetition of discussion in a certain area builds trust, your knowledge base, and people will look to you for answers with time. With over 300 million members, LinkedIn is a powerhouse of professional connections. LinkedIn has been quietly adding features to its site and although tiny tweaks have been popping up over the past year, it seems that LinkedIn is primed to be the next overnight success. While LinkedIn doesn’t have the glam look of Pinterest or the speed of Twitter, it does have a huge population of people ready to connect and grow their own personal networks and expertise.

Have you been ignoring LinkedIn because you’re too busy tweeting and posting elsewhere? It doesn’t take a huge amount of attention to make your LinkedIn presence shine like an influencer. The most common reason people don’t stay active on LinkedIn is because they aren’t looking for a job. LinkedIn can maintain your solid network so if you ever are in a position where you need to look for a job, you are well-connected and optimized. LinkedIn connections can help you in current positions by building a referral stream, forging connections with people in the same position with different companies in groups, and most importantly building thought leadership in your area of expertise.

Here are some basic ways that you can optimize your LinkedIn presence and show the world what you’ve got going on professionally.

Optimize your LinkedIn presence

1. Update your LinkedIn profile.

Make sure you use keywords in your headline, current experience, past work experience, and in your summary. Don’t oversell yourself – be honest in your assessment of your skills and experiences. Everything is Google searchable these days.

2. Add current projects.

3. Write a recommendation for a partner or colleague.

4. Add video interviews or Google+ Hangouts to your summary.

5. Check “how you rank” and boost your profile with suggestions from LinkedIn.

Take advantage of their suggestions for groups to join, people to connect with, or adding text to your summary.

linkedin rank

6. Check your groups and respond to questions or comments.

LinkedIn groups are a great place to build a solid reputation. I have my notifications set at weekly email for groups so I receive updates but not too many to be annoying.

7. Review LinkedIn Pulse news

Share one and article or two with your connections and schedule to Buffer or Hootsuite to share later in the week.

How to post updates

It’s important to post updates to keep your LinkedIn presence. You’ll want to share relevant topics to your career and area of expertise. Hyper focus is needed on LinkedIn, target your content to fit your expertise and narrow your topics of discussion.

1. Be relevant. LinkedIn is the place to show your smarts. I don’t recommend posting quotes as status updates here. I love them on Pinterest and Twitter but I don’t feel they carry enough weight for a LinkedIn update.

2. Be consistent. Post at least one update per day and up to four per day spread out through the day to remain active in the LinkedIn stream.

3. Quality counts. Share your own content as well as the best content in your field of focus. The content that you curate and share reflects your own content and should be strong.

Publish original content on LinkedIn

LinkedIn selected 300 influencers to publish on their platform and recently opened it up to 25,000 more LinkedIn users. I was lucky enough to receive an invite and I’ve published a few posts that have done really well. My friend Helen Ryan decided to give it a try and she’s done an amazing job! Her last post has over 10,000 views and 1,700 shares on LinkedIn. She’s grown to almost 1,000 followers on LinkedIn with only two posts – certainly faster growth than any other platform. If you don’t have LinkedIn publishing yet, you can request access here.

Read: Helen’s post The Power of Letting Go of Fear

Some fantastic tips from Shelly Kramer’s stellar post 12 Most Little Known Tricks to Use on LinkedIn 

How to remove a connection

“Wanna ditch a connection? Sometimes you need to give someone the boot. Maybe it’s a colleague, a competitor, an ex or just someone you don’t want to be associated with. Getting rid of them is easy as pie. Even better, they won’t know you’ve given them the heave-ho. How to wield this magic? When you’re logged into LinkedIn, Select Contacts in the main navigation bar. At the far right, you’ll see two options: Add connections and Remove connections. Click Remove connections, check the box next to the contact’s name and click OK.

Hide your status updates

Sometimes it makes sense to operate in stealth mode. If you’re connecting with new business prospects or making changes to your profile in preparation for job seeking, you may not want to broadcast that activity to your network. Click the drop-down menu under your name in the top right corner of the page, then select Settings. In the profile section, click Turn on/off your activity broadcasts under Privacy Controls. Uncheck the box that appears in the pop-up window and click Save Settings. Easy as can be and now you’re flying below the radar. One tip: remember to turn this setting back on as soon as you’re done, otherwise, you’ll be invisible on LinkedIn and that kind of negates the whole point!

Get a custom URL

It’s much easier to publicize your LinkedIn profile with a customized URL, rather than the clunky combination of numbers that LinkedIn automatically assigns when you sign up. Plus, if you use a consistent name across all of your social networks (and you should), this is a great way to boost your own “brand awareness.” Laugh if you will, but it’s an important part of networking. And when it comes to networking, do you really want anything less than a custom URL on your business card? We think not. How to get your own custom URL? Log in click Profile > Edit Profile in the main navigation bar. At the bottom of the gray window that shows your basic information, you’ll see a Public Profile URL. Click “Edit” next to the URL and specify what you’d like your address to be. When you’re finished, click Set Custom URL.

Make yourself anonymous

If you’re gearing up for some serious LinkedIn stalking, whether for competitive research, new business prospecting or job hunting, you may want to switch your profile setting to anonymous so that individuals and companies can’t tell that you’ve been looking at their profiles. To make your profile anonymous, choose Settings > Privacy Controls > Select what others can see when you’ve viewed their profile. From there, you have three options: Display your name and headline, Display an anonymous profile with some characteristics identified such as industry and title, or totally anonymous. Once you’re done with your sleuthing, be sure to switch your settings back — remaining anonymous on LinkedIn for a long period of time won’t do you much good when it comes to networking and lead generation.”

Weekly tasks to stay on track

1. Review connection requests. Thoughtfully connect with people who you’ve met or would like to learn from.

2. Send connection requests to new people you’ve connected with this week. Write a personal message to each person you’d like to connect with.

3. Respond to messages. I received press inquires as well as requests for interviews in my LinkedIn messages.

4. Update your profile on Sunday night so an update appears in the weekly summary.

5. Find a new influencer and learn from their content.

6. Schedule updates in Hootsuite or Buffer to post to your LinkedIn profile throughout the week.

I hope this gives you into some ideas to utilize LinkedIn to help build your social media presence and thought leadership. I’d love to hear how you use LinkedIn while you aren’t looking for work. Of course, please follow me on LinkedIn to catch my posts.


Photo credit: Big Stock Photos

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About Peg Fitzpatrick

Head of Social Strategy for Canva. Co-author of The Art and Science of Social Media: Power Tips for Power Users with Guy Kawasaki.

Social media is my passion. And my job. I'm here sharing my professional experience working day to day in the trenches of social media, marketing, and blogging. I work with global brands and leaders in the social media sphere every day. I've spearheaded successful social-media campaigns for Motorola, Audi, Google, and Virgin as well as having been a brand ambassador for Kimpton Hotels. I work with the best brands and make them even better!

I'll share tips and tricks, provide positive inspiration and answer social media questions through the content that I create and curate.

What sets me apart? I'm an innovative idea girl that follows through and gets the job done. Social media is my career, not just a hobby.

Tweet me and say hello at @pegfitzpatrick, find me Stumbling on StumbleUpon, rocking Google+ here Google, getting glam on Instagram or happily pinning on Pinterest.

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