Social networking sites are extremely popular, receiving a lot of attention in the press. From my perspective, LinkedIn is different from other social networking sites, such as Facebook, MySpace or Reunion (disclosure: my good friend works at Reunion), in that the purpose is busines related. There are other bloggers who have focused on how to measure social media, most notably KD Paine’s PR Measurement Blog. My goal is to specifically look at how LinkedIn Answers can provide measureable impact, especially from a business-to-business perspective.
In terms of measuring the impact of participating – this is where coordinating with your marketing department will be key.
1. How many people were referred to your site from LinkedIn?
2. Did an incoming sales prospect reference the site?
3. If you included links to a page on your site, how many clicks did it get from LinkedIn?
4. And if you decide to include your contact info, did someone contact you as a result of the contact info?
And of course, it’s a great way to get your “community” to help with research , such as services, resources, and other expertise.
I would love to hear if anyone experienced direct benefit from LinkedIn.
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Cece Salomon-Lee is director of marketing for ACTIVE Network, Business Solutions division, and author of PR Meets Marketing, which explores the intersection of public relations, marketing, and social media.
This blog contains Cece's personal opinions and are not representative of her company's.
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