Measuring Impact of LinkedIn Features

LinkedIn Social Media Assessment
LinkedIn is an organization built on the foundation of career networking, staying in touch with colleagues, learning, sharing, and ultimately powering your career through social media (“What is LinkedIn? | LinkedIn, “n.d.). LinkedIn offers tools and resources such as; resume building, InMaps, Swarm, Signal, LinkedIn browser toolbars, and LinkedIn ads. Each of these functions offer powerful connections for users of LinkedIn (“18 LinkedIn Apps, Tools, and Resources | Boolean Black Belt-Sourcing/Recruiting,” n.d.). LinkedIn is used by millions of individuals and organizations worldwide as a means to better align talent with organizational demands.

Other than the massive social network LinkedIn has created for itself, they have a strong presence on Facebook, Twitter, and Instagram to name a few of the popular social media applications. The LinkedIn social media activity essentially shares your personal career profile and allows access to network with others, search, educate, and communicate with professionals worldwide. LinkedIn makes frequent, daily updates on these social media applications promoting useful or new features, events, podcasts, and articles of interest that are incorporated into the LinkedIn network. Facebook posts promote inspirational speakers, LinkedIn learning events, articles targeted at job seekers, and education opportunities with direct opportunities to like, message, and share for exponential impact (Facebook, n.d.).

The purpose of establishing and maintaining a strong social media presence is to communicate and contribute information related to organizational goals, missions, and functions (Carpenter, & Lertpratchya, 2016). In the case of LinkedIn; individuals, groups, and employers contribute their career portfolios to enhance the career building process. Transparent communication is essential in providing valuable opportunities for individuals and organizations alike. LinkedIn provides the tools necessary to build and share these experiences in an honest transparent manner.

LinkedIn’s use of social media markets, advertises, and educates users of the potential impact their career networking site can provide. The goal is to motivate individuals to take ownership of their profiles and manage their progress and performance through the LinkedIn site. According to the Journal of Broadcasting & Electronic Media, social media tools allow individuals and organizations to sustain knowledge over time, cultivate relationships among multiple groups and individuals, and target and coordinate niche audiences (Carpenter, & Lertpratchya, 2016, p. 449). LinkedIn’s goals align with these values and their platform facilitates these goals in becoming reality.

In this strictly technological environment, it is ideal to measure the performance of their social media activity. First, clearly defined goals and outcomes must be established. For example, LinkedIn may want to measure the effectiveness of an upcoming seminar including a motivational speaker that was advertised via the social media channels mentioned above. This seminar is a live event that is also streamed via Skype and saved for users interested in reviewing in the future. Tracking attendance and or views back to the source of information is done through online registering for the event. To measure the effectiveness of this event, variables must be defined. The event is promoting new tools offered at LinkedIn, expanding networks, and obtaining interviews from prospective employers. Each of these goals can be tracked through LinkedIn analytics when compared to benchmarked performance. The variance in network expansion and successful interview or job placement activity as compared to the benchmarked results is attributable to the new LinkedIn tools and promotion through the event. If this variance meets the goals established the promotion was a success.  

References

18 LinkedIn Apps, Tools, and Resources | Boolean Black Belt-Sourcing/Recruiting. (n.d.). Retrieved from http://booleanblackbelt.com/2011/01/18-linkedin-apps-tools-and-resources/

Retrieved from http://www.Facebook.com

Carpenter, S., & Lertpratchya, A. P. (2016). A qualitative and quantitative study of social media communicators: An extension of role theory to digital media workers. Journal of Broadcasting & Electronic Media, 60(3), 448-464.

What is LinkedIn? | LinkedIn. (n.d.). Retrieved from https://www.linkedin.com/static?key=what_is_linkedin&trk=hb_what

 

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