Page 194 - Social Media Marketing for Dummies

Covering what matters first

Your profile continues to evolve as you meet new people, join more groups, and
attend events. You can’t do everything all at one time in the beginning. Consider
the following tips when you’re starting out:

» Keywords matter.

We put keywords at the top of the list because as you put together your
profile, you want to make sure that you include keywords that can be used to
find you. You probably have some keywords that you already use for your
websites and other channels. Make sure to include some of those, but also
think through the goal of this profile and include any new keywords that
will move you toward the top of the search results. Be sure to think about
keywords from the perspective of other people. What terms would they use to
search to find someone like you?
» List the professional name by which you wish to be known.

This is the name you use in your industry. You want colleagues and potential
connections to find you. Don’t use a nickname unless you use it professionally.
It’s best if your professional name matches the name of your company in the
physical world.
LinkedIn lets you create only one profile, so if you own a business, decide
ahead of time whether you intend to use your own name or your business
name. We recommend that you use your own name in case you close your
business or want to change direction.
» Use a real headline, not just a title.
This section introduces your brand. If someone were to give you a wonderful
introduction, it would include this content. If you’re a best-selling author or
award-winning salesperson, or have some special designation, this is the place
to use it (for example, Jane Smith, Award-Winning Salesperson).
» Provide a summary that highlights your uniqueness.
Here you detail the contents of your headline. Think of this as the follow-up
to the headline. Imagine that you’re speaking right after the person who
introduced you. Explain who you are and what makes you different among a
sea of other members. Don’t be modest.
» Think carefully about how you list your positions — current and past.
Display what you’re doing now and any significant positions you previously
held. This is not a detailed résumé. If you are seeking a new job, see the
section later in this chapter called “Finding a Job.”

178 PART 3 Reaching Your Audience via Mainstream Social Platforms