If you’re reading this, you no doubt have a LinkedIn profile. What you may not have is a full understanding of LinkedIn’s hidden powers — how it can transform your online presence from an afterthought into a model of thought leadership.
Here’s a quick example. LinkedIn offers two fields for your title: one is your career title (how you describe yourself at parties); the other is your job title (what your business card says).
To illustrate: have you ever heard of the guy known as the “Assistant to the President for National Security Affairs”? Here’s a hint: you know him by his job (rather than career) title: the “National Security Advisor.”
Sadly, when it comes to social media, most people conflate these two appellations. As a result, they miss an invaluable opportunity to optimize their brand in search results — not only on LinkedIn, but also in Google.
As you may know, I teach business writing at the University of Maryland at College Park. And, as you may have guessed from JonathanRickPresentations.com, most of my classes are driven by PowerPoint.
Why, then, are most of my slide decks not online, I wondered recently? After all, there’s a website called SlideShare. The honest answer: laziness.
Here, then, are a couple of my class workshops (they’re short :):
1. How to Articulate a Winning Elevator Pitch
In today’s the-world-is-flat era, few things can differentiate you better than polished communication skills. Indeed, even at the world’s top PR agencies—among people who make their living off the written word—those who can write well are shockingly few (and increasingly well-compensated).
Happily, the mechanics of good writing are eminently learnable. For most of us, the problem is readily diagnosable: our last English class was in college, and from our corporate perch today, we look down on continuing education—“Do I really need a two-hour seminar on something I do every day?”
This is what happens when you let an engineer write your website copy:
“Sorry, this page isn’t available. The link you followed may be broken, or the page may have been removed.”
Gee, thanks, Facebook. Couldn’t you at least have displayed a list of similar pages? Maybe linked to some frequently asked questions? At the least, you could have conveyed a witty apology or summoned a brand-appropriate quote. And, if all else fails, bring forth a kitten pic!
Sadly, Google is no better than its neighbor to the north. Here’s what the minds of Mountain View deign to tell the poor soul who gets lost on google.com:
“404. That’s an error. The requested URL was not found on this server. That’s all we know.”
Really—that’s all? That’s the best message a company known for its NSA-like amount of data, along with its whimsical and beloved doodles, can conjure up?
Surely, you jest.