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Tap the power of LinkedIn with these four tips

Linkedin Tip

I have been a fan of Wayne Breitbarth, a CPA-turned LinkedIn expert and author of The Power Formula for LinkedIn Success, ever since I heard him speak at a local business seminar a couple of years ago. When I had an opportunity to attend one of his in-person seminars last month, I jumped at the chance, partly because (true confession) I have neglected to keep up with this powerful and ever-evolving social medium, but also because Wayne’s witty, energetic teaching style makes learning fun.

Among the many tips I learned, here are four I want to share with you:

1. Download an archive of your data – now. Microsoft recently purchased LinkedIn and plans to integrate it with Office, Outlook and other products. Wayne recommends downloading an archive of your LinkedIn data now because some of it may disappear without notice. It’s easy to do: Hover over your photo in the upper right, go to Privacy & Settings > Getting an archive of your data. I chose the fast archive, which produced a zip file with my contacts, in box and other basic information that I don’t want to lose. For more tips, see Wayne’s blog on this topic.

2. Join groups that include people you want to meet. LinkedIn allows you to connect with other followers who are second-degree connections (someone who is connected to one of your contacts) – without having to send a contact request. Even though LinkedIn no longer categorizes your contacts, it still requires you to check how you know an individual (colleague, classmate, etc.), which can be a roadblock.

One caveat: The connect button in groups or “people you may know” sends the generic, LinkedIn invitation, not the personal invitation that Wayne recommends. A better option is to send the person a message first, then connect. If you’re concerned about flooding your news feed with group notices, remember that you can unsubscribe from notices or leave groups at any time.

3. Check out “Find Alumni.” One of the salespeople at the seminar said this tip alone was worth the price of admission. Let’s say I work for a Wisconsin association that offers continuing education courses for engineers. I look in “Find Alumni” for University of Wisconsin-Madison, then check engineering. Immediately, I have a list of the top 25 employers that I may want to notify about upcoming seminars. I can also see individuals I may want to reach out to. Wayne says I can stop feeling like a stalker; everyone on LinkedIn voluntarily shared this information.

4. Don’t think you’re posting too much. Thanks to LinkedIn’s proprietary algorithm, only about one in five of your posts actually appears in your contacts’ newsfeeds. Think about that: Even if you post the same information every day of the work week, your contacts will only see it once, and that’s if they’re paying attention. With the constant stream of updates, likes, shares, group discussions, expert advice and sponsored posts, it’s easy to see how your posts get lost. Wayne recommends daily status updates to stay in front of your audience.

You can execute any of the above tips without upgrading to a premium account. To learn more ways to tap the power of LinkedIn, check out Wayne’s website at www.powerformula.net.

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Responsive design: Why you need to make the switch, now

responsive-design

Responsive design. It's all well and good. Your site adjusts to the screen size, and your users get a good mobile experience, without having two or even three separate websites. But the process for making your site truly "mobile friendly" is a bit more complicated.

Why would someone view your site on their mobile device? What info do they need? What do you want to offer them and why are they different from your desktop computer users?

All these questions need consideration when creating a responsive design.

What is responsive design?
Responsive design is a design technique for websites that allows a page to rearrange itself based on the size of the screen displaying it. Modules rearrange themselves or even hide themselves so that nothing gets too squished and too small to view on a smaller screen, meaning mobile users have the same viewing experience they would have when visiting your website on a desktop computer.

The introduction of responsive design solved a few problems for website viewers. First, they were able to see the proper display of the website. But another, perhaps more important problem this solved, was the need to have a separate, dedicated site for mobile viewers.

Most large, modern websites now use a content management system (CMS) of some kind. To have the same CMS service content for two separate sites — a normal desktop site and a separate mobile one — was an extremely complicated and frustrating task and required a lot of extra administration time, skill, and effort.

Responsive design solved these issues. Simply having a design or template capable of responding to any screen width meant that you needed only one site, and that site worked on any device.

But there are some other really important reasons why you should make the switch to responsive design for your website.

Mobile usage is increasing
Take a look around and you'll notice a lot of people on their mobile phones. In fact, it seems that just about everyone is attached at the hip with their phone, tablet, or other mobile gadget. Consider the following stats from Smart Insights.

• More than 20 percent of Google searches are now being performed on some sort of mobile device.
• In 2012 over half of all local searches were done on a mobile device.
• 25 percent of Internet users in the United States only access the Internet via a mobile device.
• 25.85 percent of all emails are opened on mobile phones, with another 10.16 percent opened on tablets.
• In 2014 mobile Internet usage is expected to overtake desktop usage.
• Out of the 4 billion mobile phones in the world, 1.08 billion are smartphones and 3.05 are SMS enabled.

Recommended by Google
We all know that Google is a really big deal. In fact, Google claimed 67 percent of the search market share in 2013, making it the most popular search engine in the world. So, if Google claims that it prefers responsive web design as the recommended mobile configuration, hadn’t we better listen?

Why does Google prefer responsive design? For starters, it's more efficient for Google to bot crawl the site and then index and organize all the content that is online. This is because with responsive design, all your sites have just one URL and the same website coding across all devices. When a business has a separate mobile site and desktop site, there will be separate URLs with different website coding for each. This forces Google to crawl and index multiple versions of the same exact site.

A better user experience
Responsive design gives users a better experience. For example, users don't have to mess around with zooming and shrinking, swiping and pinching, to see the text or images on screen. Instead, all of the content automatically adjusts to the screen of the device. This makes it easier and more convenient for users to read and navigate on your site.

And, there are stats to support why the experience of users is so important. According to Google's Think Insights on Mobile, when a user views your mobile website and is frustrated, or doesn't see the content that they are searching for immediately, there's a 61 percent chance they will head to another website. However, when a user has had a positive experience with your mobile website, that individual will be 67 percent more likely to buy a product or use a service. Further, 48 percent of users stated to Google that when a site doesn't function on their mobile device it makes them feel that the company does not care for their business or about their viewers.

Social media has gone mobile
I’m guessing that you're involved in some form or another with social media. But even if you're not, you still realize how important blogging and social media are in the 21st Century. And, social media has also now gone mobile, which you may have also noticed. How important is mobile for social media users? According to a study from ComScore, 55% of social media consumption happens on a mobile device.

When you have a single responsive site that will function on any device, it is much easier for your users to share, interact, and engage with the content of your site. For example, what if a user shares your mobile site URL over social media and one of her “friends” views the site on her desktop computer? The experience would be less than optimal if it wasn't intended for a mobile audience. This makes the user unhappy, and we all know an unhappy user will go elsewhere.

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Sweating is for the gym – not for social media

sweat III

Managing social media is like working out. You know you should be doing it regularly, but it’s so easy to neglect when so many other tasks need our focus.

From day one, we at AMPED have made social media part of our marketing and communications strategy, opening and managing accounts in Facebook, LinkedIn and Twitter for all of our clients. And while we have seen impressive growth in our audience and impressions, I’ll be the first to admit it hasn’t always been a smooth process.

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