November 2009
Beginner
244 pages
3h 37m
English
Content preview from The Social Media Marketing BookLinkedIn
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The social networking site for business professionals, LinkedIn is the most restrictive social network in terms of customization and integration. It does not include any photo-sharing features, and was the last major social networking site to allow users to post photos of themselves to their profiles. The core function of LinkedIn is professional networking, so it is used heavily by job seekers and recruiters. LinkedIn restricts contact between members so that only individuals who are directly contacted can message each other. The LinkedIn features most useful to marketers are Groups and Answers.
LinkedIn is the only one of the three major social networking sites that charges a fee for some types of access. The paid-for features are focused on recruiters and allow them to post jobs and contact people they are not directly connected to.
Introductions
Because of the restrictions placed on messaging between users, LinkedIn has a feature called Introductions, where a user finds a "path" of shared connections between herself and someone she would like to contact. Each step along the way, she receives a request message, and can choose to not forward it or to continue the chain with a personalized message to one of her contacts (see Figure 4-8).
Introductions can be useful to the marketer who wants to find a personalized way to connect with a blogger or journalist through shared connections.
Figure 4-9. On the left is an example of the LinkedIn Recommendations feature; on the right ...
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