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LinkedIn


LinkedIn Strategy
Goals:
 
  • Primary: Build awareness about Civic Footprint and engage with young professionals to encourage high quality engagement through giving, volunteering, and participating.
  • Secondary: Engage with business audiences through group discussions and LinkedIn Answers, to gain valuable insight into our online influence from professional perspective.
  • Tertiary: Use LinkedIn as an opportunity to connect with NGO's and funding agencies.
  • Attract highly skilled professional staff, interns and volunteers through our LinkedIn company profile.
  • Measure the effectiveness and value of time spent participating in secondary tools (such as LinkedIn).
  • Interact and build conversations with the legal community, who have a large presence on LinkedIn.
Key Learning Goals:
Primary: Better understand the LinkedIn audience, specifically what networks and connections they hope to establish in order to more effectively streamline Timeraiser and Civic Footprint communication.Secondary: Better understand how non-profits use LinkedIn to create a professional online persona.

Audience:
  • Timeraiser and Civic Footprint Volunteers
  • Young Lawyers, MBAs, Professional Service/Consultants, Human Resource Professionals, IT/Knowledge management professionals.
  • Prospective interns, staff and volunteers
  • Non-Profit Agencies
  • Social media consultants

Strategy: 

Establish an organizational presence

Framework truly values internships, co-ops and our volunteers.  It is important to have a professional presence on LinkedIn, since we know that prospective staff, interns and volunteers are seeking opportunities and company information through LinkedIn.  Not only will this presence affect our social media "street credibility", but it also ensures that we use all venues available to attract top talent.
  • We will set up a Framework company profile, which connects to the existing Friends of Timeraiser group, as well as any relevant LinkedIn Answers.  We will connect Framework's staff profiles to this organization, and encourage our dedicated volunteers to do the same.
Strategic Questions and Discussions

LinkedIn provides a unique opportunity to reach out to organizations in a professional environment. LinkedIn Answers allows you to ask questions to targeted audiences (i.e your industry) in order to gain valuable feedback outside of traditional forums or discussion boards. Responding to LinkedIn Answers also helps improve the "completeness" of your profile, and the discussions appear in the news feed.
  •     We will post bi-weekly questions to LinkedIn Answers to generate discussions around knowledge management, workflow and technological processes.  The answers we collect from LinkedIn will help to gather insight into who uses LinkedIn and the types of conversations that are taking place in this space.
LinkedIn Groups

LinkedIn groups is a new feature that allows members to associate with relevant industry and interest groups. Similar to Facebook groups, after a user joins the group, they can place a stamp on their profile and engage with other group members.  LinkedIn groups offer more functionality than Facebook groups, and are more closely linked to Facebook pages.
  •     There is an existing Friends of Timeraiser group that is set up and generates a minor / moderate amount of activity.  We will set-up a Civic Footprint group and encourage LinkedIn users to join the group (specifically Young Lawyers and volunteers).
Measurement

To measure the success of our LinkedIn efforts, we will include the following analytics in our regular reporting documents:

- The number of Timeraiser leads generated from LinkedIn connections
- The number of group members
- The number of responses and follow up questions in LinkedIn answers
- The amount / type of activity on our organization page

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