LinkedInis the world's largest professional network. According to data published in theApril 2022 Global Overview，LinkedIn上的广告的潜在影响力为8.281亿。这是全球人口的10.4％，占互联网总用户的16.6％。当然，这不如Facebook的21.4亿，但仍然很重要。LinkedIn不仅是企业找到工作的地方，而且潜在员工离开简历。这是一个强调就业和专业问题的全面社交网络。麦当劳的汉堡包可能没有很多，但对于任何想要吸引专业人士的企业而言，LinkedIn都是他们必须居住的地方。那么您的LinkedIn存在如何呢？可能是时候进行LinkedIn审核了。
How to Conduct a LinkedIn Audit:
Perfect Your LinkedIn Profile
Perhaps more than any other social network, your LinkedIn profile is the front door to your brand's image. While social profiles are always crucial for projecting your business's values and opinions, this is doubly so on LinkedIn, where you may source many of your most valuable employees. However, it is not just potential employees who look at your LinkedIn profile. It could be any other stakeholder, including potential customers. Your profile is even more critical if you're in the B2B sector, as LinkedIn is the most popular social channel for B2B activity.
如果您的组织没有LinkedIn页面，则首先必须设置一个页面。LinkedIn建议您通过following stepsto do this:
- Create a personal LinkedIn profile if you don't already have one. Confirm your email address. You will need to wait at least four days to continue the process
- Ensure there isn't already a LinkedIn page for your business. If you find one, request admin access
- 如果您在LinkedIn上为您的组织找到现有的清单页面，请要求
- Build your professional network so you have at least ten connections on your personal profile
- 符合上述条件时，开始创建您的公司页面。遵循我们下面概述的步骤。这些任务与您在现有帐户上进行LinkedIn审核时相同，但是您在这里首次设置页面
If you have an existing business page, you should review it every time you carry out a LinkedIn audit.
1.确保您的个人资料完成
您可以在LinkedIn个人资料上脱颖而出。确保您不用无关紧要的聊天而无需填充它。根据LinkedIn的说法，完成的页面参见每周的页面浏览量增加30％。
LinkedInprovides a handy completion meter guide to indicate how complete your profile is. The meter reflects your progress as you finish page sections and will disappear when you complete all areas. If you remove a section, the meter will reappear, however.
您的个人资料应包括以下所有内容：
- Industry
- Company size
- 网址
- 描述
- Logo
- Street Address
- 自定义按钮
- 您的第一篇文章
- 主题标签
If you choose to set up or audit your LinkedIn profile on a mobile device, you will notice some variation in the sections needed to make the completion meter guide disappear.
LinkedInsuggests that you use the following framework to construct the About section of your profile:
- 想象。您想帮助创建什么未来？
- Mission. How do you create that future?
- Values. Who are you? How do you work?
- Positioning. What makes your brand different?
- Tagline. Your brand summed up in one line.
- Products/Services. Here's what you provide.
One way to gain an advantage over many companies is to use the custom button that LinkedIn gives you. You can access it on your company page if you log in as a Super Admin. You will find a button on the right-hand side of your Page beneath your cover image labeled "Edit Page." Clicking on this takes you to a menu of choices for editing your profile page. Next, select "Buttons" from the left-hand menu (beneath Header). Here you can set up your Custom button. Select one of four types:
- Learn More
- Register
- 注册
- Visit website
You can then place the relevant URL in the box beneath the button name.
2. Follow Good SEO Practices
LinkedInmembers can search for your business's LinkedIn profile based on keywords or attributes. Therefore, you should use good search engine optimization (SEO) practices to make it easy for people to find you.
All LinkedIn business profiles have URLs that follow the following pattern:linkedin.com/company/[your company name]。For example, the LinkedIn profile of the Influencer Marketing Hub has the following URL:https://www.linkedin.com/company/influencer-marketing-hub/。确保您使用最有可能在搜索中使用的公司使用最合适的名称。
You can write a relatively in-depth About section (up to 2,000 characters) but remember that only the first 156 characters will appear in search engine previews. Remember to use important keywords in your About section, but don't keyword stuff. You want your profile to sound relatively formal but natural.
According to LinkedIn, you should include your industry, location, and specialties as essential keywords that you should sprinkle across your LinkedIn page.
3. Optimize Your Images
您将需要确保您的LinkedIn个人资料包括引人注目的图像。每个企业都应具有徽标和横幅图像。我们在我们的所有其他主要社交网络中都包含正确的LinkedIn尺寸Best Social Media Image Sizes guide。This contains the recommended image sizes you should use for your personal LinkedIn profile picture and background image. The appropriate dimensions for your company page are as follows.
LinkedIn Company徽标图像
您需要上传两个版本的徽标：
- Your standard company logo to appear in the header of your company profile page - 300 x 300 pixels, 1:1 aspect, 4MB maximum size, .JPG, .GIF, .PNG
- A smaller logo that shows up when someone searches for your company - 60 x 60 pixels, 1:1 aspect, 2MB maximum size, .JPG, .GIF, .PNG
Make sure that you have updated your Page to reflect any branding changes you have made since the last LinkedIn audit. For example, using an old logo or former color scheme on your LinkedIn Page doesn't look professional to potential employees or other interested stakeholders.
LinkedInCompany Cover Image
这显示为长瘦的图像。它比您的个人个人资料图像更细，因为它垂直允许的空间较小，但涵盖了页面的全部宽度。您的公司封面图像应为1536 x 768像素（推荐），1192 x 220像素（最小）出现为1400 x 425像素，4MB最大尺寸，.jpg，.gif，.png，.png
However, your LinkedIn audit should cover more than just checking your cover image's dimensions and file size. You want to think about the message it says about your company. It will be one of the first things that anybody who comes to your profile will notice. It should emphasize your branding without repeating your logo, which will hopefully already be on your LinkedIn company logo image. If you have a particular color in your branding, ensure that your cover image reflects that. You could use it to highlight your products, customers, or team. You could even use it to highlight an upcoming (or recent past) company event.
Unsurprisingly, LinkedIn's own company page emphasizes this point with its blue-background section that includes a slogan incorporating LinkedIn's logo (a rare case where you can repeat your logo on the cover image). It also depicts people (LinkedIn's "product" and customers).
Source:linkedin.com
Images You Share on LinkedIn
作为LinkedIn审核的一部分（至少是第一次），您应该回复您在应用程序上发表和共享的帖子。这包括指向博客文章，网站等的链接。图像或链接的推荐（和最大）上传大小为1104 x 736像素，尽管它们以552 x 289像素出现。同样，您可以使用.jpg，.gif或.png图形格式共享图片。
4.确保您拥有最相关的页面
LinkedIn提供了品牌在LinkedIn个人资料中可以拥有的各种页面。它们将作为您的关注点和其他按钮下方的菜单出现。例如，LinkedIn有9页作为公司资料页面的一部分。
Source:linkedin.com
Depending on how you operate your company, you may want to include relevant My Company, Product, Showcase, and Event pages.
我的公司页面
LinkedIn的我的公司页面专注于您公司的员工。LinkedIn观察到，有60％的员工更有可能与同事的职位互动，他们分享组织的页面内容的可能性更高。拥有我的公司页面可以鼓励积极的员工参与，为他们提供一个仅靠员工的空间，以帮助他们加入最重要的对话。他们可以使用它：
- Share organic posts and content curated by your marketing and talent branding teams to build employee advocacy
- 通过快速了解新员工和同事里程碑，互相庆祝
- Interact with one another by engaging with trending LinkedIn posts from their coworkers
- Connect with one another through dynamic suggestions based on their location, team, and shared coworkers
However, My Company pages are not available for small businesses, as you need to have at least 200 employees to gain access.
Product Pages
LinkedInproduct pages are ideal if you find people regularly searching for your products on LinkedIn. However, you must keep these up to date, so as part of your audit, ensure that you're still highlighting the right products and that the details are currently correct.
You can use these to spotlight featured customers, showcase ratings and reviews, leverage your best media and drive valuable action with a custom call-to-action button.
LinkedIndescribes its product pages as best for bottom-funnel marketing: connecting prospects to experts, generating leads, and cultivating the Customer Voice.
由于这些页面包括与客户的互动，因此在LinkedIn审核之前，您不应将所有内容保持不变。您的社交媒体或社区团队的成员应定期检查和适度的用户评论和评级。
Showcase Pages
您可以创建LinkedIn spotligh展示页面t individual brands, business units, and initiatives. They show under 'Affiliated Pages' on your principal LinkedIn Page. You can't associate employees with a Showcase Page, however.
Event Pages
You can create an Events page to highlight professional events that interest your employees, such as meetups, online workshops, seminars, etc. LinkedIn members can use this Page to find and join communities, grow their business, network with others, and learn new skills. Once you've created an Event, you can manage the details at any time, and LinkedIn will notify your attendees about any changes.
作为审核的一部分，请检查所有事件页面是否仍然相关并包含正确的信息。删除您现在考虑过时的任何页面。
分析您发布的LinkedIn帖子和任何LinkedIn广告活动
1. Collate Data About Your Posts
Begin by looking at your LinkedIn analytics to examine the posts you've made since your last LinkedIn audit. Update Analytics provides LinkedIn Page admins the opportunity to gauge trends in engagement among their followers by providing meaningful metrics for various Page components.
2. Determine What Has and Hasn't Worked for You
仔细观察您收集的分析。哪些更新引起了人们的注意？哪些人没有兴趣？然后，尝试确定是什么使您的最佳更新成功，最差的更新是故障。
3. Are You Posting at Optimal Times for Your Audience?
我们以前已经写过关于在LinkedIn上发布的最佳时间增加参与度。我们已经研究了有关此主题的各种研究，发现您在LinkedIn上发布的最佳时机是：
- 星期三下午3点
- Thursday 9 am and 10 am
- Friday 11 am and 12 noon.
最好将LinkedIn Publishing在周中保持，而在LinkedIn是星期日的最低成功的一天。
4. Analyze Who's Interacting with Your Ads
You can useLinkedIn分析to establish the success of your advertising campaigns on the platform. They give you real-time data on your campaign performance and demographic insights. Use conversion tracking in the LinkedIn ads manager to understand how your ads drive business results, like generating leads, purchases, and event registrations. You can compare metrics like clicks, impressions, and social actions to learn which campaigns and ad creatives are most effective.
通过添加LinkedIn Insight标签，您可以检查谁因LinkedIn广告而关注您的网站，从而获得了宝贵的受众洞察力，例如工作标题，公司名称和行业。
