October 2024
is about people engaging with people," Viola reminded participants. He encouraged businesses to use their personal LinkedIn profiles in tandem with company pages, as posts from individual accounts tend to receive more engagement. Viola’s advice resonated with many attendees, including one participant, who remarked, "I never thought about LinkedIn for this. I was always focused on Instagram and Facebook."
Viola explained the concept of "social self" on LinkedIn—using the platform not just for direct sales pitches but as a way to build genuine connections. "It’s about commenting, liking, and having conversations, just like you would at a networking event," he said. By engaging thoughtfully with potential clients' posts and participating in relevant industry groups, businesses can build rapport and establish themselves as trusted partners.
Viola and Meeks emphasized the importance of balancing curated content with authentic engagement, noting, "Sometimes a simple post of your team at lunch can outperform a carefully crafted graphic." They also encouraged businesses not to be deterred by the learning curve of new digital tools, stressing that platforms like LinkedIn Sales Navigator can provide significant returns with time and practice.
Meeks added that businesses should approach social media as a long-term strategy rather than a quick fix. "Digital transformation is not a project; it's a discipline and a mindset," he said. He urged businesses to see social media as an extension of their traditional relationship-building efforts rather than a replacement.
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