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Puzzled By LinkedIn

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Sign up and fuggedaboutit

Not sure if it was at REBarCamp or at Inman Connect a couple of weeks ago…but the discussion was about social networks and how they each have their own personality and should be used differently. Someone suggested that LinkedIn is an easy one to participate in because you don’t have to participate. You put your resume-type stuff in and forget it. You should check in once in awhile to approve connections but there isn’t much more to it. It struck me at the time as odd because everything else I heard that week screamed ‘ENGAGE!’ but that, apparently, is not a requirement for using LinkedIn. You’re just supposed to be there. If this is true, then what exactly is the point of ‘being there’? Just in case someone does a search for services in your area? I don’t get it.

Then today I happened to read an article someone sent to me awhile back that says LinkedIn users have higher incomes. This article describes the demographic of the users and the correlation between income, number of connections and job responsibilities that often include purchasing, decision-making and senior levels within companies. Hmmm. Now you have my attention! Let’s work with that.

The nuts & bolts of creating your profile…and?

Guy Kawasaki lists some ways to use LinkedIn for business and this site lists 100 ways to use LinkedIn. And this Active Rain post discusses how to actively use LinkedIn as a REALTOR(R). These articles are all great how-to articles on how to enhance your profile and use some of the features like Q & A and Recommendations, and I guess these are great starting points. But this does not make me love LinkedIn nor does it show me what to do, or why. It’s just not clicking for me. Perhaps we need to think about who we are talking to and what they need from us.

Capitalizing on how LinkedIn is different

I keep going back to the demographic of LinkedIn and wonder if there is more opportunity here than my untrained eye can see. Instead of participating in whatever features the site offers as just ‘a real estate agent’, shouldn’t we be offering something more specific? Does the fact that you have all of these movers and shakers in one place, Fortune 500 companies, consultant-types with huge networks of connections, for example, change how you present yourself and the things you do on the site? Certainly there is a different strategy and attitude expectation than on, say, Facebook with it’s poking and sheep throwing.

Who would not like to be the go-to real estate agent for a company’s human resources or relocation departments? I imagine acquiring large accounts like this would require you to change the way you present yourself online and on LinkedIn specifically. Illustrate your ability to handle relocating employees and how you can make these kinds of transactions smoother and easier for the relocating employee and the company. Elaborate on the support you have through your company’s offerings or via personal assistants. Talk about your activities related to relo’s via your status updates. How about a digital relocation package? Link to that.

What about foreclosure/REO accounts? Are there opportunities to get in front of decision makers at owner-banks and servicing companies? How can you target these contacts and communicate your value proposition to them?

I have not figured all this out yet, so I’d love to hear how you’ve been using this network.

What is your game plan?

Just like in our blogging efforts and our participation in other networks, I’m pretty sure we need to be thinking about our audience on LinkedIn, what  they need, what kind of things they respond to and how we can engage them. But it hasn’t gelled for me.

Be a Genius and share your strategies on LinkedIn in the comments! Please? 🙂

photo credit

Lisa sells residential real estate in the Pocono Mountains of Northeastern PA, and authors The Poconos Real Estate Blog. Being a strong believer in community participation, she currently serves as President of a 1700 home Property Owners' Association and Secretary of the Board of the local REALTOR Association for 2009. Her most challenging and fulfilling role, though, is that of Mom to two teenage girls, and her main hope for them is that they learn to appreciate the abundant joys of a life lived with a positive attitude. You can connect with Lisa on Twitter, Facebook and/or LinkedIn.

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21 Comments

21 Comments

  1. Brandie Young

    January 20, 2009 at 9:02 pm

    Lisa – GREAT post!

    As LinkedIn has evolved there are so many great features, but since they don’t seem to announce them, or have an easy-to-find tutorial it’s easy to miss them. (there’s that stealth marketing) It’s hard to shift to LinkedIn if you Twitter b/c you don’t get the immediate gratification of a back and forth conversation.

    That being said, coming from the corporate world I LOVE LinkedIn. I can easily connect with subject matter experts in a variety of areas – and typically they are just one degree away. I’ve recruited from LinkedIn and found web development and graphic design vendors.

    You hit it on the head – it is a more “professional” venue (no sheep throwing) so in many cases one may want to be a bit more mindful of presentation. But that doesn’t mean you need to lose your personality.

    As a test, ask a question to see the response. A real question, not one that’s a bait to get customers. I believe there is the need for the same authenticity and relationship building as places like Twitter, so it may not be the best idea to go in pitching!

    Brandie

  2. Brandie Young

    January 20, 2009 at 9:04 pm

    p.s. Real Estate Connect has an active group on LinkedIn. There are currently about 500 discussions going on in that group!

  3. Elaine Reese

    January 21, 2009 at 8:22 am

    I treat LinkedIN much differently than Realtor-type sites. Connecting with other agents is not my priority there. I set up a group for my former corporate company, and use it to stay in touch. IMO, it’s not a place to blast self-promo ads all over the place. It’s far more professional than that. Afterall, if we’re connected with clients (and thus, their peers/bosses), we don’t want to embarrass them.

  4. Brian Brady

    January 21, 2009 at 9:16 am

    Best LinkedIn Practices can be learned here. As a 5 year member of LinkedIn and a serial user, this is one of the best FREE training calls you’ll hear:

    https://www.hardtofindseminars.com/Linkedin_Training.htm

  5. Nicole Boynton

    January 21, 2009 at 11:50 am

    Hi Lisa –
    I update my status on LinkedIn but haven’t done much more than that. It does come in handy if you need to find other people for speaking events but I haven’t yet had a client find me from there. I will check out some of the posts you mentioned. Thanks for the information.

  6. Laura Olesen

    January 21, 2009 at 6:47 pm

    Thanks, Lisa, for the article and, everyone for the comments. I have been guilty of posting and more or less ignoring LinkedIn. I love knowing where people are and being able to find them but have missed many of the features. I look forward to checking it out anew.

    PS Does anyone see any value to Plaxo?

  7. Missy Caulk

    January 22, 2009 at 6:51 am

    Lisa, LinkedIn is changing to keep up with how all the other social networks work.

    It was first and then IMO lost relevance except to have a profile there.

    Now we can bring our posts in etc…

    Laura, I love Plaxo too, keeps all my contacts updated automatically.

  8. Lisa Sanderson

    January 22, 2009 at 11:06 am

    Brandie: Thanks for your input. I guess I need to go and spend some time there. Honestly, I have not done that.

    Elaine: Act like you’re wearing a suit on LinkedIn…got it! 🙂

    Brian: Thanks for the resource!

  9. Lisa Sanderson

    January 22, 2009 at 11:10 am

    Nicole: Please come back and share any insights you gain…I’m looking for help!

    Laura: Never used Plaxo. I will check it out.

    Missy: Yes, I’ve noticed some changes and added a couple apps. I think I need to participate in some groups to mix it up a little.

  10. Paula Henry

    January 22, 2009 at 5:04 pm

    A few months ago, I started searching for ways to join local groups and was surprised to find so many. The local Chamber has a group, as do many businesses, so I joined. I haven’t been refused an invtation yet. I also found the groups to be quite active.

  11. Eric- New Orleans Condos and Lofts

    January 22, 2009 at 8:10 pm

    I think they are changing as well to become a more active and more interactive network. I do not go there as often but tend to see the same realtors in all these places.

  12. Faina Sechzer, Princeton NJ

    January 24, 2009 at 6:16 am

    Lisa, you are raising a very good question about what LinkedIn is or could be for real estate professionals. I have been pondering the same. The original intent was to help people find jobs through networking. Not in the way of “chit chat” on Twitter or FB, but more of finding and connecting with people that could help one find a job opportunity. To me this means somehow connecting with them personally. The same could apply to a real estate agents. Could we helps others find connections in the corporate world? This is different then trying to pitch our services. My plan is to start a local networking LinkedIn group for Princeton with the same objective – networking for jobs. My 2c.

  13. David Markley

    January 25, 2009 at 10:50 am

    Lisa, while I’m not in your line of business (I’m a Financial Advisor), I have been using LinkedIn heavily for the past six months or so and it has increased my business tremendously. I use it to get introductions to the people I can help the most. I use LinkedIn fairly aggressively in that whenever I have a meeting with someone, I always ask if they are on LinkedIn and get connected with them before I meet. I always ask for introductions and usually get introduce to between three and ten people. I’m not saying you would necessarily use it the same way, but if you put the time into and develop a strategy, I’m confident it will pay dividends! Hope this helps!

  14. Claudia Jordan

    May 6, 2009 at 12:46 pm

    Thanks for the post. I’m fairly new to social networking and have a new blog. For LinkedIN, I was invited by a friend and only filled out the bare minumum info and ignored it. Then I saw that LinkedIN was referring a good number of people to my webiste / blog. I have gone back to LinkedIN and beefed up my profile and discovered I could link to my blog. Very cool! One question: when other people want to link to me and I don’t know them, should I say yes or no?

  15. Lani Rosales

    May 6, 2009 at 12:51 pm

    Claudia, each individual is different, but my personal practice is to remain much more guarded with Linked-In as it is my professional face and my online resume. I allow almost anyone on Twitter and to a degree on Facebook, but Linked-In stays with me forever and the risk outweighs the reward with collecting “connections” just to appear “connected.”

    If you know them online or have spoken on the phone and trust the association does you good, then have at it, but if it’s a stranger, I don’t support collecting connections in that professional environment. Hope this helps! 🙂

  16. Kevin Sandridge

    May 27, 2009 at 11:58 am

    Have to echo Missy’s take. LinkedIn seemed a bit limited initially. They have done a great job integrating other social media/blogging streams since then.

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Business Marketing

Amazon attracts advertisers from Facebook after Apple privacy alterations

(MARKETING) After Apple’s privacy features unveil, Amazon adapts by taking a unique approach to targeting, disrupting revenue for the ad giant Facebook.

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Two African American women work at their desks, one viewing Amazon's advertising landing page.

As a de facto search engine of its own persuasion, Amazon has been poaching ad revenue from Google for some time. However, disrupting the revenue stream from their most recent victim – Facebook – is going to turn some heads.

According to Bloomberg, Apple’s recent privacy additions to products such as iPhones are largely responsible for the shift in ad spending. While platforms like Facebook and Instagram were originally goldmines for advertisers, these privacy features prevent tracking for targeting – a crucial aspect in any marketing campaign.

Internet privacy has been featured heavily in tech conversations for the last several years, and with Chrome phasing out third-party cookies, along with Safari and Firefox introducing roughly analogous policies, social media advertising is bound to become less useful as tracking strategies struggle to keep up with the aforementioned changes.

However, Amazon’s wide user base and separate categorization from social media companies makes it a clear alternative to the Facebook family, which is perhaps why Facebook advertisers are starting to jump ship in an effort to preserve their profits.

This is the premise behind the decision to reduce the Facebook ad spending of Vanity Planet by 22%, a home spa vendor, while facilitating a transition to Amazon. “We have inventory…and the biggest place we are growing is Amazon,” says Alex Dastmalchi, the entrepreneur who runs Vanity Planet.

That gap will only widen with Apple’s new privacy features. Bloomberg reports that when asked in June if they would consent to having their internet activity tracked, only one in four iPhone users did so; this makes it substantially harder for the ad campaigns unique to Facebook to target prospective buyers.

It also means that Amazon, having demonstrated a profound effectiveness in targeting individuals both pre- and post-purchase, stands to gain more than its fair share of sellers flocking to promote their products.

Jens Nicolaysen, co-founder of Shinesty (an eccentric underwear company), affirms the value that Amazon holds for sellers while acknowledging that it isn’t a perfect substitute for social media. While Nicolaysen laments the loss of the somewhat random introduction charm inherent on Instagram, he also believes in the power of brand loyalty, especially on a platform as high-profile as Amazon. “The bigger you are, the more you lose by not having any presence on Amazon,” he explains.

As privacy restrictions continue to ramp up in the coming months, it will be interesting to see how social media advertising evolves to keep up with this trend; it seems naive to assume that Amazon will replace Facebook’s ads entirely, tracking or no tracking.

Apple's privacy landing page showing iPhone users ability to shut off location services and a desktop image of a user's ability to control how their data is managed.

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Business Marketing

How many hours of the work week are actually efficient?

(BUSINESS MARKETING) Working more for that paycheck, more hours each week, on the weekends, on holidays can actually hurt productivity. So don’t do that, stay efficient.

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Clock pointed to 5:50 on a plain white wall, well tracked during the week.

Social media is always flooded with promises to get in shape, eat healthier and… hustle?

In hustle culture, it seems as though there’s no such thing as too much work. Nights, weekends and holidays are really just more time to be pushing towards your dreams and hobbies are just side hustles waiting to be monetized. Plus, with freelancing on the rise, there really is nothing stopping someone from making the most out of their 24 hours.

Hustle culture will have you believe that a full-time job isn’t enough. Is that true?

Although it’s a bit outdated, Gallup’s 2014 report on full-time US workers gives us an alarming glimpse into the effects of the hustle. For starters, 50% of full-time workers reported working over 40 hours a week – in fact, the average weekly hours for salaried employees was up to 49 hours.

So, what’s the deal with 40 hours anyway? The 40 hour work-week actually started with labor rights activists in the 1800s pushing for an 8 hour workday. In 1817, Robert Owen, a Welsh activist, reasoned this workday provided: “eight hours labor, eight hours recreation, eight hours rest.”

If you do the math, that’s a whopping 66% of the day devoted to personal needs, rather than labor!

Of course, it’s only natural to be skeptical of logic from two centuries ago coloring the way we do business in the 21st century. For starters, there’s plenty of labor to be done outside of the labor you’re paid to do. Meal prep, house cleaning, child care… that’s all work that needs to be done. It’s also all work that some of your favorite influencers are paying to get done while they pursue the “hustle.” For the average human, that would all be additional work to fall in the ‘recreation’ category.

But I digress. Is 40 hours a week really enough in the modern age? After all, average hours in the United States have increased.

Well… probably not. In fact, when hours are reduced (France, for instance, limited maximum hours to 35 hours a week, instead of 40), workers are not only more likely to be healthier and happier, but more efficient and less likely to miss work!

So, instead of following through with the goal to work more this year, maybe consider slowing the hustle. It might actually be more effective in the long run!

This story was first published in January 2020.

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Business Marketing

Jack of all trades vs. specialized expert – which are you?

(BUSINESS MARKETING) It may feel tough to decide if you want to be a jack of all trades or have an area of expertise at work. There are reasons to decide either route.

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jack of all trades learning

When mulling over your career trajectory, you might ask yourself if you should be a jack of all trades or a specific expert. Well, it’s important to think about where you started. When you were eight years old, what did you want to be when you grew up? Teacher? Doctor? Lawyer? Video Game Developer? Those are common answers when you are eight years old as they are based on professionals that you probably interact with regularly (ok, maybe not lawyers but you may have watched LA Law, Law & Order or Suits and maybe played some video games – nod to Atari, Nintendo and Sega).

We eventually chose what areas of work to gain skills in and/or what major to pursue in college. To shed some light on what has changed in the last couple of decades:

Business, Engineering, Healthcare and Technology job titles have grown immensely in the last 20 years. For example, here are 9 job titles that didn’t exist 20 years ago in Business:

  1. Online Community Manager
  2. Virtual Assistant
  3. Digital Marketing Expert
  4. SEO Specialist
  5. App Developer
  6. Web Analyst
  7. Blogger
  8. Social Media Manager
  9. UX Designer

We know that job opportunities have grown to include new technologies, Artificial Intelligence, Augmented Reality, consumer-generated content, instant gratification, gig economy and freelance, as well as many super-secret products and services that may be focused on the B2B market, government and/or military that we average consumers may not know about.

According to the 2019 Bureau of Labor Statistics after doing a survey of baby boomers, the average number of jobs in a lifetime is 12. That number is likely on the rise with generations after the Baby Boomers. Many people are moving away from hometowns and cousins they have grown up with.

The Balance Careers suggests that our careers and number of jobs we hold also vary throughout our lifetimes and our race is even a factor. “A worker’s age impacted the number of jobs that they held in any period. Workers held an average of 5.7 jobs during the six-year period when they were 18 to 24 years old. However, the number of jobs held declined with age. Workers had an average of 4.5 jobs when they were 25 to 34 years old, and 2.9 jobs when they were 35 to 44 years old. During the most established phase of many workers’ careers, ages 45 to 52, they held only an average of 1.9 jobs.”

In order to decide what you want to be, may we suggest asking yourself these questions:

  • Should you work to be an expert or a jack of all trades?
  • Where are you are at in your career and how have your skills progressed?
  • Are you happy focusing in on one area or do you find yourself bored easily?
  • What are your largest priorities today (Work? Family? Health? Caring for an aging parent or young children?)

If you take the Gallup CliftonStrengths test and are able to read the details about your top five strengths, Gallup suggests that it’s better to double down and grown your strengths versus trying to overcompensate on your weaknesses.

The thing is, usually if you work at a startup, small business or new division, you are often wearing many hats and it can force you to be a jack of all trades. If you are at a larger organization which equals more resources, there may be clearer lines of your job roles and responsibilities versus “the other departments”. This is where it seems there are skills that none of us can avoid. According to LinkedIn Learning, the top five soft skills in demand from 2020 are:

  1. Creativity
  2. Persuasion
  3. Collaboration
  4. Adaptability
  5. Emotional Intelligence

The top 10 hard skills are:

  1. Blockchain
  2. Cloud Computing
  3. Analytical Reasoning
  4. Artificial Intelligence
  5. UX Design
  6. Business Analysis
  7. Affiliate Marketing
  8. Sales
  9. Scientific Computing
  10. Video Production

There will be some folks that dive deep into certain areas that are super fascinating to them and they want to know everything about – as well as the excitement of becoming an “expert”. There are some folks that like to constantly evolve and try new things but not dig too deep and have a brief awareness of more areas. It looks safe to say that we all need to be flexible and adaptable.

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