Should B2B Social Sites Be Linked?


Now that Twitter announced its deal with Linked in to allow status updates on Linked in to appear on Twitter and vice Versa,(see announcement video here ) there’s a lot of talk about whether or not this is a good thing—connecting networks. There’s no one-size-fits-all approach. Everyone’s connections and goals are different. It’s important to remember the first rule of content… make it relevant to your audience.

To connect or not depends on your audience and the relevance of your content to the audience. If your tweets aren’t relevant to your LinkedIn connections, then either don’t connect them or set up a different Twitter account for tweets relevant to your LinkedIn connections.

Let’s say your day job is a marcom manager for an aerospace firm. You’re using LinkedIn for professional connections within your industry. However, in your personal life, you’re a master gardener, and you’ve decided to use twitter to tweet out gardening tips. In this case, it’s probably best not to connect your Twitter and LinkedIn. Instead, you may want to consider connecting your Facebook personal profile and Twitter. There are a few cases where mixing business with personal has worked, but that’s another blog post. If you think Twitter is a good fit with your marcom mix in your day job as an aerospace marcom manager, then set up a separate Twitter and connect it with your LinkedIn status update.

Other considerations outside of relevance are recency and frequency. If you’re a power user on Twitter—more than 8-10 tweets per day, then think about your connections on LinkedIn, especially those who may not use Twitter or aren’t familiar with the ticker-type activity on Twitter. They may become annoyed by the constant updates.

Right now, it’s anybody’s guess as to how much is too much when it comes to LinkedIn status updates. I’m taking a conservative “one- or two-a-day” approach. So I manually manage what tweets will appear on LinkedIn by using the “#in” hashtag on the tweets that I want to appear on my LinkedIn status.

If you do decide to allow all your tweets to automatically update your LinkedIn status, remember, your Twitter @replies will also be posted to your LinkedIn status. @replies tend to look awkward on a LinkedIn status update e.g., “@so-and-so That’s hilarious! LOL.” They’re out of context and don’t make sense on a LinkedIn status. The same holds true for retweets (RTs). If your LinkedIn audience isn’t familiar with RTs and other Twitter lingo, having your RTs appear on your LinkedIn status may be confusing and annoying.

Bottom line… know the social media mores in the group to which you belong and then connect accordingly.

Related Posts:

» Just How Social Is B2B Social Media
» Why B2B Social Media Is Driving Integrated Marketing Communications
» Has Social Media Increased Our Tolerance for Typos?
» B2B Marcom and the Social Media Center of Excellence
» Can B2B Integrated Marcom Teams Drive Enterprise Social Media?

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