OROMIA STATE UNIVERSITY

MASTERS OF BUSINESS ADMINISTATION

ADVANCE MARKETING MANAGEMENT

Assignment on the topic of Social Media Marketing

Submitted to Course Instructor: DR Mohammed Amin

Finfine 2022
Introduction:

Social media marketing is becoming an increasingly important part of branding and marketing
strategies. LinkedIn is a powerful tool to connect businesses and professionals and can be used to create
better visibility and awareness among target audiences.
This paper will explore how to effectively use LinkedIn for social media marketing. Today almost
every internet user is familiar with these two words irrespective of their profession, nationality, culture,
race or religion etc. This concept is only a decade old but has reached every social and economic class of
our society. have beautifully defined social media in the beginning of the era of social media, as the new
source of online information, where the information itself is created, initiated, circulated and used by
consumers for the purpose of educating each other about products, brands, services, personalities and
issues.
social media marketing is a connection between the brands and consumers, that offers a personal
channel and currency for user centered networking and social interaction. The way of communication has
changed with the evolution of social media, and every business irrespective of its size has a presence on
social media. This review examines current literature on social media and social media marketing. The
focus of this research is to understand the relationship between the two concepts and finally reach to
certain conclusion. For the purpose of this research we have examined the literature available on social
media and its functional blocks in the beginning of the paper and then we have studied the dimension
social media marketing tools. The purpose is to study the relationship between the functionalities of the
social media and the dimension of the social media marketing in order to redefine the concept.

Rationale Objective:

Having an effective presence on LinkedIn is important for businesses and professionals to build
relationships, create visibility, and increase brand awareness. Furthermore, LinkedIn offers a
variety of features to help businesses and professionals better engage with their target audience,
from creating custom content to targeting specific users.

The objective of this paper is to explore the use of LinkedIn for social media marketing, discuss
the features available to users, and provide tips on how to effectively use LinkedIn for marketing
purposes.

LinkedIn has more than 722 million members around the world. Statista reports 27% of U.S. adults use
LinkedIn. Plus, in its Digital Trust Report, Business Insider found that LinkedIn is the most trusted
platform for the third year in a row. 

The ranking is based on users’ ratings of:

  Security

 Legitimacy

 Community

 Relevancy

 Experience

 Shareability

Business Insider’s data also suggests users are more receptive to the advertisements on platforms they
trust. So it would make sense to create a thorough LinkedIn marketing strategy for your business to
capitalize on the platform’s reputation. 

LinkedIn marketing solutions can also help cultivate more leads. The company reports that 80% of
business-to-business (B2B) leads come from LinkedIn, and LinkedIn drives 46% of social media traffic to
company websites. 

Methods (How To Use LinkedIn for Business )

With LinkedIn’s growing audience and trustworthiness, businesses should take advantage of the platform
and establish a presence. But you’ll need a different approach for your LinkedIn marketing strategy. 
The Linkedin algorithm prioritizes relevancy and engagement. It wants to match users to the content they
want to read, and it gives pages the tools to do that. 
You can target your content and updates based user’s:
 Skills

 Job title

 Education

 Industry

 Company size

LinkedIn has a different atmosphere than other social media. Instead of trying to reach a big audience,
it’s better to appeal to niche communities. Other tactics, such as recency or quantity of posts, don’t matter
as much as your content’s relevance and quality. 
Learning how to use LinkedIn for business includes finding the balance between promoting your
company and spamming your followers. 

LinkedIn is used by thousands of companies to find the best candidates for their open positions.
LinkedIn was recently voted one of the best places to find exceptional candidates that fit open job
descriptions the fastest. LinkedIn is an excellent platform to use to promote a business. With over 65
million professionals on LinkedIn, it is hard to not find the best candidates for any business. LinkedIn is
inexpensive to market a business and almost half of the members on LinkedIn have decision-making
authority in their companies. LinkedIn gives employers introductions to potential candidates and allows
other members to recommend people they know for open jobs. LinkedIn also provides groups for
companies to join to find better candidates for their business. These groups allow employers to send out
messages and invitations to members when they have a job opening. LinkedIn provides a professional
image for companies and helps them expand their network. Businesses should maximize the benefits
LinkedIn offers to ensure their company is hiring the best candidates.

LinkedIn has a four-step process for distributing content across its network. This is to reduce the
chances of spam or inappropriate content. The first step is to classify the content as an image, text, video,
long form or link. The second step is to distribute the content to a sample size of people, depending on
how the post is classified. Next, filters that determine the likelihood of the post to generate likes, views,
hides, and flags are used and scored from a quality perspective. The final step is for human editors to
determine if the content should be distributed over the users’ network or not. Editors demote low-quality
content and distribute high-quality content to more users. This LinkedIn algorithm has recently changed
and businesses should take note of that and understand that change so that the tactics and strategies they
use to classify their content as high-quality, reach more potential candidates.

LinkedIn has implemented many new algorithms to make their network better. One new algorithm
is ensuring users are shown content that is most relevant to them. LinkedIn does not show a user
everything being posted on their network and this is because not everything in a user’s network is relevant
to them. LinkedIn has also implemented a spam filter into user’s feeds that help determine how wide of
an audience a post reaches within LinkedIn. It does not make sense to have a post only relevant to
Denmark to show up in a user’s feed that lives in Texas. A major way to ensure a post reaches the
maximum number of users is to understand the type of content LinkedIn wants on their platform. This
includes offering tips related to business growth, inspiring people in their work life and being relevant to
the industry in which your company is in.

LinkedIn is a major tool employer and employees are both using to find new candidates and new jobs.
This platform uses advanced algorithms to connect users to content that is the most relevant to them.
Businesses who use LinkedIn find the most qualified candidates for their job openings faster. LinkedIn is
an essential tool in the business world and should be utilized to its capacity by employers who want to
ensure they are connected with the best candidates for their company.

From a branding perspective, LinkedIn offers users the opportunity to create a professional profile and
sculpt it in a manner that is attractive to employers and also take advantage of endorsements and
recommendations by colleagues, professors and supervisors. Unlike a resume, formatting is never an
issue because LinkedIn uses forms that the user can fill out and then post to one’s profile with a standard
format. A public profile is viewable by potential employers, connections, colleagues and other students.
Recruiters are now using LinkedIn to recruit and review qualified candidates, and users can apply to jobs
through LinkedIn, streamlining the traditional processes. The more connections and the bigger your
network is, the better chance that a connection is in a position to help you find your next job or grow your
career. Many companies have LinkedIn profiles with valuable information on the company which is
important when you get an interview. This is a good place to find out what the company is doing in the
news, see where their offices are located, the number of employees, the industries they are in, jobs they
are hiring for, and other valuable information
Literature Review:

Recent studies have highlighted the importance of having an effective presence on LinkedIn for
businesses and professionals. An effective presence includes a well-developed profile, engaging content,
and effective utilization of LinkedIn’s tools and features. Furthermore, businesses and professionals
should consider creating content that is tailored to the interests of their target audiences and building
relationships with key influencers. to LinkedIn marketing, market research, data collection methods, and
the current marketing practices followed by small B2B companies on LinkedIn platform. With the growth
of the smartphone users, there has been a tremendous increase in the growth of the usage of social media
platforms like the Facebook, YouTube, LinkedIn and Twitter (Gikas, 2013). Put simply, it means that
using the power and tools available in the social media to connect the brands to the customers and using
that power to analyze the performance of the marketing efforts. Furthermore, according to Safko and
Brake, the social media can be defined in terms of the behaviors and practices which people adopt
while belonging to a community and share relevant opinions and information by assembling on an
online platform and using the mode of media which is conversational in nature (Safko, 2012).Social
media has become a game-changing technology which impacts the way of the incorporation of the
business a lot. The usage of social media for a company is extremely important for the promotions and the
growth of a company. Social media marketing techniques allow ultimate features for the companies that
are currently using it to do their branding and promotions. The use of

social media in marketing provide the companies numerous ways to reach out a large customer base
where they are capable of attracting new customers and interact with the existing customers(Steimle,
2014).The companies are adopting a lot of marketing techniques to develop a connection with its
potential customers. According to the authors Lamberton and Stephen, the strategies that are used by the
companies in the developing connection to the customers involve marketing strategy that focuses
relationships like the colleagues, family, brotherhood etc(Lamberton, 2016).Considering social media for
marketing and promotion of a B2B organization, the scene remains different. Most of the B2B companies
rely on LinkedIn and other platforms while the B2C companies follow Facebook for their marketing and
promotions over social media(Tuten, 2017).The study says that all the stakeholders influence the
customers experience with enhanced digital content in the value chain with improved creativity and
learning experience(Rowley, 2008).Content marketing has managerial implications and one shouldn't
use it as only a tactic to publish content or share the idea (Elisa &Gordini, 2014).Content
analysis and text mining in B2B marketing in large companies were studied and found that the adoption
of certain tools used in the process was not common across the companies. The companies are
struggling to use the tools to enhance the relationship building exercise with the
stakeholders(Brennan & Croft, 2012).The research outlines the deception creating positive
impressions without affecting the deception frequency (Guillory, 2012).
Critical Analysis:

LinkedIn offers a variety of features to help businesses and professionals create a successful
presence on the platform. One of the most important features is the ability to create custom
content that is tailored to the interests of their target audience. Furthermore, businesses and
professionals should take advantage of LinkedIn’s targeting features to ensure their content
reaches the right people. Additionally, businesses and professionals should take advantage of
LinkedIn’s tools and features to better engage with their target audience, from creating polls to
participating in conversations.

LinkedIn is a powerful tool for any digital marketing strategy. By leveraging its network of
users, businesses can reach a vast audience and build relationships that could lead to increased
sales and brand loyalty. Through the use of targeted campaigns, businesses can reach an even
more specific audience, allowing them to focus their marketing efforts on those most likely to
convert. Additionally, LinkedIn offers a wealth of analytics that can be used to measure the
success of any digital marketing campaign. With the right knowledge and implementation,
businesses can use LinkedIn to further their digital marketing efforts and reach their desired
results.

Summary:

In conclusion, LinkedIn is a powerful tool for businesses and professionals to connect with their
target audiences and build relationships. Furthermore, LinkedIn offers a variety of features to
help businesses and professionals better engage with their target audience, from creating custom
content to targeting specific users. By taking advantage of these features, businesses and
professionals can create an effective presence on LinkedIn and ultimately increase their brand
awareness.