Are Social Media Managers Underestimating LinkedIn?

Are social media managers underestimating LinkedIn?

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There are a lot of companies with Brand Ambassador and Affiliate programs that influencers of all levels can sign up to. These programs can be lucrative for the influencer and drive new customers to businesses. But are Social Media Managers underestimating LinkedIn?

Picture the moment. You are on Instagram or one of your other social networks and you see a nice wallet or bespoke pen that you like. You go to their website and see they have an Affiliate or Brand Ambassador program. These are programs where you promote their products on social media and get discounts and/or commission for every customer that you bring to the business. So, you click on the link, and it leads you to an online application form. It asks for basic details: ‘name’ ‘country’ and then it asks for your ‘social media usernames’. This usually takes the form of the name of the platform and a text box to enter your username. The box titles are almost always ‘Instagram’ ‘Twitter/X’ ‘TikTok’ ‘Facebook’ but never LinkedIn. This is disappointing and a missed opportunity.

LinkedIn is seen as a career network. Most of the people on LinkedIn have a job and a steady income or at least aspire to pursue a career in the future, or as some people may refer to them, customers. Surely, there is an opportunity for companies to promote their products through posts and promotions on this platform. But, not just any products, business products. Every day, there are ads on Instagram for secure wallets, bespoke pens, office toys, ties, pins, jackets, office décor and socks (oh yes, businesspeople LOVE their socks). However, they are advertising on Instagram which has a reputation for fashion and style influencers. Why are they not targeting the LinkedIn audience? You know, businesspeople, who would have a keen interest in their wares.

Obviously, companies like GUCCI, Louis Vuitton, Tiffany & Co and Balenciaga have profiles on LinkedIn. But brand ambassadors or affiliates are rarely seen. The closest thing you get to an Affiliate is someone offering an early bird discount on registering for a seminar.

It can be taken for granted that in a business and career filled network there are plenty of willing would-be affiliates and ambassadors, who would be more than happy to show their latest RFID (Radio Frequency Identification) Wallet or bespoke pens and recommend them to their followers. It would benefit the business to have nano-influencers (under 5000 followers) to show their products in their posts. It would also benefit the influencers ego, even if payment was just in-kind, such as merchandise.

Of course, this isn’t limited to just business products. There are lots of LinkedIn members who are wellness coaches, medical professionals, educators and athletes who would have access to at least 1000 LinkedIn followers and could be an ambassador or Affiliate for many different types of products. It could also open a new niche customer base which could lead to new opportunities in the future. ?On another note, why wouldn’t you want to expose your products to a network full of businesspeople, the opportunity for collaboration is endless.

In summary, there is a place on LinkedIn for Social Media Ambassadors and Affiliates who are eager to share and highlight your products. So, the next time you are setting up an ambassador/affiliate application form, maybe put in a box for LinkedIn, and try to see the potential in nano-influencers, with less that n 5000 followers, like me.

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Dr. John Jennings is an educational theorist from Galway, he has a PhD in TESOL with research in Social-Media and Education. He has researched the perceptions that students have of Social-Media in Education and how it affects their interaction with the academic world. He is also an avid virtual runner. Links: https://linktr.ee/dr.johnjennings