LinkedIn has become a platform of choice for me over the last year or so. I like the fact it knows what it wants to be and that it is a work in progress. Having met with some of the team, they acknowledge there is more to be done but that the functionality has been developed to benefit business.
There is no other platform that has taken ownership of becoming an online portfolio of CVs that gives businesses access to a global database of talent like LinkedIn – or certainly not that I have come across.
Company pages on LinkedIn
We manage the Company Pages for some of our clients and make sure to post a selection of news, articles and coverage. We also engage with other brands and businesses to keep the feeds interesting and informative.
As a business that never stops learning, we review other pages to see what companies are doing and what ‘tricks of the trade’ are working. Applying best practice, we can then make recommendations that we know add value.
Making contacts, or not!
This morning when I was reviewing my own LinkedIn feed, I came across an impressive ‘company’ page. It was visual, informative, punchy and had a tone of voice that appealed to me. The page was obviously updated regularly but what stood out as very strange was there was no contact.
I think the page had been set up as a person but should have been a company. So, to be clear, it said ‘Owner of widget business’ but the page was the brand, not the individual.
Inadvertently, I had come across a brand with literally no personality!
There were several reasons I found this odd, not least how had this person not realised that it was a mistake to remain nameless and how were people supposed to make contact?
LinkedIn is about connections and although company pages generate followers, it’s not the same thing.
The power of personality
I’m a big believer that ‘people buy people’ and this has worked in practice for us here at Open Communications. Many of our clients have been with us for years and we have worked with brand managers that come to us when they change company – one of the biggest compliments in our industry and not something we take for granted.
The truth is that personality is one of the very few things that a business has which is truly unique. Of course, companies can try to replicate the tone of voice, messaging and even visuals that a brand uses but it will never be the same.
There are always the values, story and culture that you can never quite replicate. Plus, most brands that try to be something they are not get caught out and it all goes horribly wrong. Authenticity may be a phrase that is overused, but it resonates with audiences.
Keeping it real
The lesson I learnt from this morning’s encounter was that I will make it my mission to ensure that every company director we work with takes full credit for their business on LinkedIn, giving those that want to make an introduction the opportunity to do so.
I will also explain the difference between a personal and company page so that they don’t make any mistakes that could cost them sales.
I can see no reason for having a ‘social’ channel and not being visible as a person. The whole thing really is quite baffling.
As a business that wants to attract customers, this really does need to be addressed and I hope that it is. The page deserves to get the attention that it is attracting but I expect that the leads it could convert are fewer than they should be for this very reason.