LinkedIn’s most recent update can help increase exposure of users on the network. In updates to its Terms of Service, LinkedIn announced it will allow third-party services to show profiles “similar to the way your profile shows up in search engines.” LinkedIn is now owned by Microsoft.
The update, set to go into effect June 7, will enable users to be more easily found and provide more opportunities to connect with people. The update means “public” profiles, or profiles viewed by people beyond fist level connections, will be more visible via third-party online services like email clients (Microsoft Outlook, etc.) and other online channels, explains John Nemo, a LinkedIn marketing expert and author of LinkedIn Riches. Users of some email clients will be able to see LinkedIn profiles within emails. Already, LinkedIn profiles sometimes appear at the top of Google search results for professionals.
“So, if you haven’t already, you’ll want to make sure your profile is not only ready for prime time, but also available for everyone to see and discover it online,” Nemo writes in Social Media Today. “If you want to maximize your exposure through LinkedIn, this recent update is great news, because it makes it even easier for prospects to find you in more places online, not just on the platform itself.”
Independent marketing consultants and solo PR pros will find the update especially relevant.
Steps to Increased Visibility
Follow these steps to make sure your profile is highly visible.
- Click on “Your Account.” Go to “Privacy Settings.”
- Scroll down to “Data Privacy and Advertising” on the left-hand column where it states “Profile Visibility off LinkedIn” header?
- A question there asks “Should we show information from your profile to users of permitted services such as Outlook?”
- Click “yes” to maximize your exposure.
Other Useful LinkedIn Updates
LinkedIn also announced other updates.
Easier to share accomplishments. To help users update their profiles, the network will suggest professional accomplishments, like awards or industry recognition, that users can share with their connections. Users can opt out of receiving these recommendations.
Message automation tools. The network’s automated message system can suggest responses to messages, and assisting in scheduling meetings with connections, generating ice breakers, or offering insights to help you connect with others more easily. Users must opt in to the system.
Meet other members. An upcoming feature will help find nearby LinkedIn members with their mobile devices. That tool will let uses locate other members at a conference, event or meeting.
Heed the New User Agreement
PR and marketing professionals who use LinkedIn heavily would be well advised to carefully read both the new privacy policy as well as its new user agreement to avoid penalties. The user agreement has a long list of “Don’ts.” For instance, it bans “scraping” or automated copying of user profiles.
“We have seen (and been approached by) a few companies starting to view profiles on autopilot, extract email addresses and more,” writes LinkedIn expert James Porter on Business 2 Community. Often you fuel this by giving your own address book to the provider in return for their “free” or cheap tool sets, so do read the small print of any! We’ve never been a fan of this approach as personal relationships make referrals work not email addresses.”
Bottom Line: Professionals who rely heavily on LinkedIn, such as those in B2B marketing, will benefit from the network’s latest updates. Experts urge those using the network extensively to take advantage of new features – and to carefully read LinkedIn’s new user agreement to avoid running afoul of its rules.
William J. Comcowich founded and served as CEO of CyberAlert LLC, the predecessor of Glean.info. He is currently serving as Interim CEO and member of the Board of Directors. Glean.info provides customized media monitoring, media measurement and analytics solutions across all types of traditional and social media.
