How to use LinkedIn and Facebook Pages like a pro

1. Marketing Your Career in the 21st Century
with Lorraine Goodman & Max Weinstein

2. 4/23/12
Why Social Media? out the value you
It s up to you to figure re going How Employees found Current Job
to produce and then just do it. Invest yourself in
your community through intelligence, help, insight Referral from Personal or
Business Contact
and guidance. It s about becoming that expert
Newspaper
that you once relied upon to get your story out
there. Your job moving forward is to find the social Internet Job Board
consumer, engage with the social consumer. Build Internal Job Listing
authority for yourself and the organization you
Company Career Site
work with and then design the entire ecosystem
UP FROM 11%
around experiences that can be shared and should Online Social Network 16% IN 2010
be shared. Career Fair
Recruiter Agency
0% 5% 10% 15% 20% 25% 30% 35% 40%
Why LinkedIn? Complete Profile Includes:
• 150 million members in over 200 countries and territories.
• Appropriate photo:
• Adding >2 new members EVERY SECOND
• Make it approachable and professional
• People with more than twenty connections are thirty-four
• Consider branding across Social Media
times more likely to be approached with a job opportunity
than people with less than five.
Platforms and Personal Websites
• Executive Summary & Skill Set
• People with complete profiles are 40 times more likely to
receive opportunities through LinkedIn • Be creative with Headline. Should reflect WHO
you are, NOT what you do.
• LinkedIn allows you to make your “complete” profile
available for search engines to index. • Three recent positions
• LinkedIn produces twice as many leads as Twitter • Education & Specialties
• All 500 of the Fortune 500 are represented in LinkedIn. In • At least 3 recommendations
fact, 499 of them are represented by director-level and
above employees.
Social Media Marketing: Goodman & Weinstein©
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3. 4/23/12
Use Groups: Best Practices More About Groups:
1. Learn from your network
• Groups
offer
an
excep.onal
opportunity
to
reach
out
to
the
people
that
you
want
to
talk
to
most.
2. Discover your passion
• Groups
offer
the
opportunity
to
be
a
student
again
3. Engage with your community
• Group
managers
enjoy
unprecedented
access
into
professional
fields
and
experts
4. Develop a focused audience
• LinkedIn allows you to link your blog and develop more
followers
5. Show your Expertise: Deliver high quality, curated content
• The better the content, the more attention it will attract.
LinkedIn Apps Use Skills: Best Practices
Social Media Marketing: Goodman & Weinstein©
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4. 4/23/12
LinkedIn Today & Signal Best Practices: LinkedIn
LinkedIn Today: Your Customized Newspaper
You can see what news the world's professionals are sharing and tweeting in LinkedIn: • Create a LinkedIn profile & Get Vanity URL
• Professional Headline & Photo that says who YOU are
• Allows you to customize your Front Page and follow industries and top news
sources. • Search resumes of people who have jobs you want
• Lets you like and share articles with your network or save them to read later. • Create a COMPLETE profile
• Sends you news updates and digest emails.
• When asking to connect, DO NOT USE DEFAULT TEXT.
LinkedIn Signal: The Water Cooler • 2% rule: Ask people to recommend you – then return the
Lets you see and filter updates and tweets from LinkedIn professionals who choose to favor
make their updates visible to anyone. • Join Industry Groups
• Browse real-time updates with content summaries and direct links to the full • Upload videos, papers, etc. directly to LinkedIn
content.
• Filter updates to show only those that you care about. • Download & Use JobsInsider Toolbar
• Search for keywords, topics, companies or people across the updates stream. • Interact: Post, Respond, Answer
• Save your search and check for updates later.
• Find trending links and Industry top headlines.
Facebook
Pop Quiz:
How many people have a Facebook profile?
How many people have a Facebook page?
http://www.facebook.com/pages
https://www.facebook.com/about/pages
Social Media Marketing: Goodman & Weinstein©
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5. 4/23/12
Reasons to have a Facebook Page The Facts
— There is no more Landing Tab for new visitors*
— 845 million active users as of December 2011
— Cover image is 851 x 315 pixels
— Creating a profile page for your business is in violation
of Facebook s terms of service — Tab images are 111 x 74 pixels
— You can only have 5,000 friends on a profile — Profile picture is 180 x 180 pixels
— Needs to be scalable to 32 x 32 pixels
— No limit to number of likes on a page
— Starting April 26. The new profile picture will be 160 x 160
pixels and will sit at 23 pixels from the left and 210 pixels from
— More opportunities to customize with apps
the top of the Page.
— Find apps by using the search bar
— Standard Picture in post is 404 x 404 pixels
— Highlight and Milestone 843 x 403 pixels
Cover Images Cover Images
Cover photos cannot include:
— Price or purchase information, such as 40% off or Download
it at our website
— Contact information such as a website address, email, mailing
address, or information that should go in your Page s About
section.
— References to Facebook features or actions, such as Like or
Share or an arrow pointing from the cover photo to any of
these features.
— Calls to action, such as Get it now or Tell your friends .
— Covers must not be false, deceptive or misleading, and must
not infringe on third parties intellectual property.
Social Media Marketing: Goodman & Weinstein©
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6. 4/23/12
Ways to post
— You can post from the Timeline
— Status Box
— Highlights bar
New Features Interacting
— Tab width has expand from 520 pixels to 810 pixels wide — Use Facebook as Page
— This allows you to interact with other pages as your page
— Pining Post opposed to your profile.
— A pinned post will be the first one displayed on your profile
for 7 days — Click the drop down arrow on the top left of the page and
select your page.
— Highlighting posts
— A highlighted post is the entire width of the page — Post as Page
— Milestones — Manage -> Edit Page -> Your Settings
— Fans can message pages — Do not Publish until ready
— Manage -> Edit Page -> Basic Permissions
Social Media Marketing: Goodman & Weinstein©
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7. 4/23/12
Tagging Monitor and Engagement
— When writing an update tag other pages that you follow
by typing an @. — Find different ways to engage
— Test
— Monitor
Events —
—
Adjust
Repeat
— Invite all of your fans to events — Facebook Insights
— When logged in as your fan page click on the Facebook logo — Find out your demographic and what content they like.
in the upper right.
Best Practices Facebook Useful LinkedIn Links
— Do not push tweets to your Facebook account. • http://learn.linkedin.com/
— Better to do it the other way around • http://learn.linkedin.com/training/
— https://www.facebook.com/twitter/ • LinkedIn 101: The basics of LinkedIn: Your Profile, Joining Groups, Settings,
Search and more
— Do not Spam – follow 80/20 Rule • When: Wednesdays at 1 pm CST
— 80% shared content (articles, videos, links)
• http://Learn.linkedin.com/job-seekers
— 20% promotional materials
• http://Learn.linkedin.com/nonprofits
— Re-order your tabs • http://learn.linkedin.com/company-pages/
— Respond to every comment • http://www.linkedin.com/static?key=browser_toolbar_download
• http://www.youtube.com/user/LinkedIn
— Post a welcome video
— Link to one of your tabs from external sites
Social Media Marketing: Goodman & Weinstein©
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8. 4/23/12
Useful Facebook Links Sources & Suggested reading
— The New Rules: David Meerman Scott
— Social Marketing to the Business Customer: Paul Gillan & Eric
• https://www.facebook.com/help/?ref=ts
Schwartzman
• http://www.youtube.com/user/theofficialfacebook
• http://www.allfacebook.com
— blog.guykawasaki.com/2007/01/ten_ways_to_use.html#ixzz1RkoQgMNz
• http://www.youtube.com/watch?v=TMBTD0vNYqs
— www.insidecrm.com/features/facebook-marketing-toolbox-012308/
Connect
lorraine.goodman@me.com maxweinstein.net@gmail.com
Linkedin
http://www.linkedin.com/in/lorrainegoodman
http://www.linkedin.com/in/maxweinstein
Twitter
http://www.twitter.com/lorrsg
http://www.twitter.com/maxibillion
Facebook
http://on.fb.me/maxweinstein
https://www.facebook.com/LSGBestPractices
Web
http://www.maxweinstein.net
http://lorrsg.wordpress.com
Social Media Marketing: Goodman & Weinstein©
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