The Significance of Using LinkedIn - Assignment Example

 Executive Summary The research report investigated on the significance of using LinkedIn, which is one of the online marketing tools in an IT company targeting the hospitality industry. It provided an introduction revealing the way e-marketing has become one of the effective marketing strategies in the global business world. The researcher revealed the way LinkedIn works and these included developing the LinkedIn profile page. This was through signing up and finding the suitable password for signing into this social networking site. The research also included varied ways in which Linkedin.com works in promoting the business of the company. The researcher also revealed the way LinkedIn can be integrated with other networking sites, which are applicable such as online forums, blogs and tweets. Lastly, the recommendations were provided that revealed ways that the company can reduce the additional costs, which might be required for maximizing exposure such as advertising and premium listings. E-Marketing Introduction E-marketing has become one of the significant approaches employed by many companies in conducting business activities in the global market. The globalization era, which is driven by rapid technology advancement, have created varied changes on the way companies are conducting business in the 21st century. E-marketing has become widely incorporated in business activities because it enables companies to interact with their clients and communicate effectively about the services they offer to customers. E-marketing refers to the process of employing digital technologies in order to help entrepreneurs to distribute their products and services effectively across the global market. This method has become widely used than the traditional method because it offers companies significant access to the mass market at a reasonable cost. Therefore, many organizations particularly those, which specialize in dealing with the cloud, recognize the sufficient of using of Internet marketing. Companies offering services by moving their data to cloud services recognizes that selling services like this one does not need to rely on traditional marketing methods but rather use of electronic marketing in the 21st century (Andreasen, 2006, p. 71). This has enabled such companies to employ effective online marketing tools in order to reach their potential targeted customers effective; hence increasing profits. The research report investigates and offer recommendations on the significant of using LinkedIn, which is one of the online marketing tools in an IT company targeting the hospitality industry. Ways in which Likendin.Com Works LinkedIn is among the most considerable online social marketing tools employed by many business experts. It is somehow different from other social networks such as Facebook, MySpace, Twitter and many others because it is only designed for professional networking such as finding a desired professions or job, connecting with the potential clients, discovering sales guide or simply sharing any information with friends (Schepp and Schepp, 2012, p. 91). LinkedIn is among the emerging social networking sites for connecting with varied clients and many business experts have realized it is significant. This is because it enables businesses to connect with employees and potential clients successfully; thus enabling them to achieve their intended business goals effectively. LinkedIn works in a unique and different way from other social networking sites. First, one has to develop the LinkedIn profile page and this is through signing up, as well as, finding the suitable password for signing into this social network. Signing up into LinkedIn is free to any users and this site has some advertisements but they are not as invasive like other social networking sites. What one is required to do is to create an account or create LinkedIn login by signing up the free account. All details and necessary steps are being provided; thus making it easy for one to open an account. Once the account is opened, one can decide to upgrade to a paid LinkedIn membership in order to enable the user to do many things which otherwise cannot be done when using a free membership. This involves searching into profiles of many members faster and directing the message to numerous clients without receiving an invite or recommendation from other people. Learning how to use LinkedIn is vital because this social online tool is somehow different from other social networking sites and it is a bit challenging when utilizing it than any other social networking sites. Although learning on how to use LinkedIn is more challenging than learning to use any other social networking sites, thus it is vital to follow each steps required. This is through working on the profile, making necessary updates, searching for recommendations or introductions to new contacts and sending invites also to new contacts. Moreover, once one have signed up for an account either for the paid or free membership, it is vital to design a professional profile. The information in the profile should reveal to the public the kind of business that the company wants to perform. LinkedIn is not a profile for adding only business professional related issues such as personal information and resumes but it can include things such as company history, its mission, contact information and the links to company website or other social networking accounts. In addition, once the LinkedIn profile is ready, it is vital to publish it and start searching for connections with the friends or any clients one is interested in knowing more about them. It is also advisable for the company to create as many connections as possible through adding people within the profession circle and also branching outside to include other connections. The connections can also include the professional or skills that one might be interested to meet. For instance, the IT Company can provide a brief introduction about their profession which including providing a service to move their data to cloud services. This will enable them to attract many potential clients in the targeted hospitality industry; hence improving their business activities. The connections can also include the standing recommendations for other services or employment. LinkedIn is an essential social networking tool because it can make everything easy for the company to control what the public views. For instance, in case the company is networking on LinkedIn and have set up their profile, they can control what they want the public to observe when they check the company profile. This social networking tool makes one to control and protect his or her privacy relatively simple than any other social networking sites. This is because the profile vendor can control what portions of the information can be presented to the public. This is imperative because LinkedIn profiles are high ranked with Google and other varied search engines; thereby, exposing the company to diverse clients (Schepp and Schepp, 2012, 92). Controlling LinkedIn is simple because it only requires one to log into the profile and edit it, as well as, save the changes. Ways Linkedin.Com Will Help in Promoting the Business of the Company LinkedIn does not offer direct opportunities for promoting business but there are significant steps that one should follow in order to create significant change in business process. The first step is to sign up with LinkedIn; thus offering complete information about the corporation is vital. The second is creating the profile, which includes company information, and the third step is to invite friends. These include joining groups and connecting with numerous friends, as well as, sending request to friends; thus enabling the company to connect with many people in the real world. Another step is getting recommendations and this is vital because it will enable the company to improve credibility; hence promoting their business successfully. Lastly, linking the company site with LinkedIn account is also crucial in promoting business effectively. This is fundamental because it is a gateway to the company blogs and online stores; thus enabling the company to increase their business performance. Once these steps have been completed, it is vital to increase traffic by making constantly updates. One can also generate traffic using twitter, online forums and blog links. The blog links are effective because they automatically generates LinkedIn updates; hence attracting people who always visits the company profile and this is one way of promoting effective business performance. LinkedIn is a significant social network because it offers a fundamental outlet for business where vendors can stay connected with their clients across the globe. LinkedIn will enable the company to stay connected with their clients and this will enable the company to achieve many customers; thus increasing sales (Belch and Belch, 2001, p. 35). Therefore, it is vital to develop the follower community because the more the followers, the higher the chances of getting referrals; thus enabling the company to achieve their intended business goals. Moreover, it is vital to build valuable relationships with the follower community or group of members. One can also share valuable information or content with these groups or followers through a company status profile page or making updates constantly. This is crucial because it will enable the company to pass the information effectively; hence influencing the potential targeted customers efficiently. LinkedIn can help the company to boost their business because it can enable the company to massively gain advantages when the company has an account. The company can enjoy varied aspects including communicating and interacting with the clients effectively about the products or services they offer in the market. It can also enable the company to share with the clients about their opinions towards the products or services, and this will enable the company to make significant adjustments or improve their services where necessary. Diorio (2002) argues that technology is transforming sales and marketing strategies for products services; thus contributing to higher business performance level in the contemporary society (Hanson, 2000). Therefore, this social networking tool can offer a business the opportunity to promote their brands in the marketplace; hence magnetizing many customers. This is vital because it will enable the company to increase sales; thereby maximizing higher profits in the global competitive market. Aley (2013, para.1) points out that employing proper digital marketing strategy is noteworthy for any new business industry, and many entrepreneurs focus and put their efforts on other social networking sites such as Facebook and Twitter but fail to overlook the way LinkedIn can be useful in helping them launch, and create awareness for their business. There are multiple ways that the company can employ in case they want to achieve success in the hospitality industry while using LinkedIn as their powerful networking tool for achieving a competitive advantage in the ever competitive global market. One of these ways is simply creating LinkedIn profile for the business and allowing recommendations to speak on their behalf. The company can indicate on the profile the business they are doing and this will increase their exposure not only to their targeted clients but also to many customers across the globe. Sharing company news and also promoting the business personally by requesting people to share the great company news is imperative. It is vital to connect with business professionals, join relevant groups as well as, post videos because this is the other great ways of creating awareness about the new products offered in the market. The company can use LinkedIn to promote their business and this will enable the company to improve their business performance in the global competitive market. LinkedIn is relatively cheaper than other social media; thus, more than 65 millions of business professionals globally employ it in promoting their business (Aley, 2013). It is vital to understand the way this technology operates in case one wants to incorporate this social marketing tool in business activities. For instance, creating a LinkedIn profile is one of the greatest opportunities and a step towards creating success in business performance. This is because many customers are nowadays utilizing this social networking site for varied activities such as job hunting and finding services or products being offered by companies in the market. Therefore, LinkedIn is the best and best place for the company to get started on marketing itself and the business or varied services they offer in the market. Social networking remains one of the effective means both in terms of time and cost effectiveness for promoting business activities in a company. Effective use does not only focus on increasing sales but also staying in touch and providing real information to customers; therefore, including LinkedIn in the marketing strategy can be one of the greatest ideas for promoting successful business performance. This social networking site is significant because it enables the business industry to connect with varied customers globally. Cadogan (2009, p.27) defines marketing strategy as the effective techniques or actions that marketers employ in order to achieve their stated marketing goals successfully. Implementing an effective marketing strategy and understanding the strategy can be the crucial aspect for creating a successful way in business activities. Although LinkedIn does not work for every kind of business, it can work for most of businesses in case it is taken into considerations seriously. This is in case one wants to achieve better results or achieve successful business growth. There are two different marketing methods employed when using LinkedIn as a social tool for promoting business activities. One of them is passive marketing methods and this involves simply designing a LinkedIn profile, connecting with people and updating the account, as well as, getting attention from clients. This marketing method is vital because it exposes the company to diverse clients and hunts them to purchase products or services offered by the company. Some of the features used in the LinkedIn profile will enable the clients to hunt the company. Another effective marketing method is aggressive LinkedIn approach and this does not offer proactive marketing possibilities for the business. Therefore, to maximize benefits of the possibilities of this network, one has to consider varied aspects. One of them is posting updates regularly by talking about the services that the company wants to offer and the kind of work or activities carried out in an organisation (Strauss, 2008, p. 82). For instance, the IT Company can reveal that they specialize in working with the cloud and they can also reveal which industry they are working or willing to work with. Another significant aspect is joining active group, using LinkedIn advertisements, sending invites and messages to other group members, as well as, upgrading to a remunerated LinkedIn memberships or groups. Online Forums, Blogs, Tweets Should Be Following That Relate To IT/Cloud and Hospitality Cloud can deliver hospitality solutions when blended with other applications such as online forums, tweets and blogs in the company. Many travel and hospitality companies are searching for cloud computing platform by putting it as their first priority in the priority list because of the significant roles it plays in the industry. The cloud computing is built upon and leverages the existing trends and virtualization standards, as well as, web-based technologies; this model enable organisations to create a balance between marketing changes, demands and IT complexities while attempting to deliver innovative business activities in the market at the right time and place. Cloud computing is changing the dynamics of many hospitality industries in the contemporary business world because it offers a new approach for applications and on-demand in a cost effective way. Moving emails or other collaboration solutions such as blogs, online forums and tweets are some of the collaborative solutions that accounts for the needs for hospitality companies to use cloud computing platform as an effective ways of boosting their business in the competitive business world. In addition, many of the IT analysts hold diverse perspectives upon the cloud computing services as a simplified way or approach for delivering effective services to clients or businesses with dynamic and unbounded scaling abilities. Therefore, in case it is applied with other IT marketing strategies, it can help businesses to improve the overall performance level at the lowest cost effective manner. Miller (2011, p. 123) argues that while the economy is trying to recover from the recent economic crisis, many companies have altered the way they conduct business by adopting new marketing strategies by incorporating diverse social networking services in their business. This is because of the need to increase their business performance level in the ever changing business world; thus achieving a competitive advantage. Therefore, cloud computing services are gaining popularity and it is becoming the topmost priority not only for small firms but also for bigger industries. Cloud is effective in the hospitality industry because it offers fundamentally faster services and affordable solutions to any applications made using social networking sites. Therefore, cloud offers an innovative ways of creating a competitive advantage in the hospitality industry; hence contributing to better business performance. Cloud is determined as an efficient and precise technology employed in the modern business world because of various reasons. One of them is that cloud delivers valuable services in a timely manner because applications are made faster and there is no extra costs incurred to existing users. It can be used in making multiple applications because one application can be built on a similar platform. It also minimizes operational costs because cloud environments are readily available and integrated with end user services. The cutting project cost and time reduces also operational maintenance. The cloud provides numerous benefits to hospitality industries but security problems have become one the major concerning issues in many industries (Hanson (2000, p. 112). Security challenges have hindered many big companies from employing cloud as a solution for their business. However, tailoring cloud computing solutions into the hospitality can be of great benefit. This is because cloud services can enable the company to make cloud integration with on-premise applications, and this is vital since it can reduce project costs and save time. Moreover, there is no up-front capital costs required because cloud computing platforms depend on the subscription pricing. For instance, the issue of pay-as-you-go is only categorized under the service; thus, cloud solutions can enable hospitality industries to achieve better information technology. Once one has set up LinkedIn account, online forums, tweets, and blogs should also follow that relate to IT/cloud and hospitality in a company for better business performance. Cloud services offer everything including IT management and services such as security, as well as, storage services, applications and infrastructure development of testing platform. (Cybage, 2010, p. 2) argues that Cloud also delivers models at a higher level, which are classified as PaaS (Platform-as-a- Service), SaaS (Software-as-a-Service) and IaaS (Infrastructure-as-a-Service) models (Cybage, 2010, p. 2). SaaS allows customers to make use of application of the supplier but do not have any authority over the application capabilities (Cybage, 2010, p. 2). PaaS is a platform for applications and this is where the clients has power to take control on any underlying infrastructure However, IaaS offer the clients the ability to process information, store, networks and other significant computing resources, applications or operating systems. Use of blogs can be one of the greatest aspects for increasing the organizational performance. This is because blogging offer diverse benefits to the company such as increasing traffic for products and services. A company can use blogs in advertising the products and services they offer in the market; thus reaching their potential customers safely. Clow and Baack, 2004, p. 101) argue that blogging is gaining high rate of popularity in many business because it establishes credibility and brand recognition of the company. The online business world is a very competitive market for many IT companies; thus, there is a need for taking advantage of blogging in case one wants to increase profits of the company. Blogging can be applicable in business but one should simply understand the blogging basics because through blogging, one can set priceless platform, which can demonstrate the area of expertise, experiences and talents in a certain area. Additionally, in case the company is able to create a comprehensive website for their business and also create effective blogs, the company will be highly recognized across the globe. Building business blogs is one the crucial aspects because of varied benefits including magnetizing clients easily and educating the world through the blogs about one’s area of expertise. For instance, in case the IT Company can use blogs to advertise their area of expertise in cloud computing, they will be able to influence many clients from diverse hospitality industries. This is because many hospitality industries have made significant attempts to reach for cloud service providers who will enable them to expand their business across the globe. Use of blogs can enable the company to connect with their clients or customers effectively because this is one of the primary drivers for improving business performance level in the global competitive market. The ability to write about a certain business related topic on blogs is an essential approach for increasing the number of potential targeted customers. Use of online forums can be of great significant for increasing the performance level of the business. It is easier to incorporate online forums in the LinkedIn and this involves creating a search engine where people can post their questions, which are related to the business activities. A forum merely refers to meeting with the group of people in order to discuss about the matters linked to a particular topic of concern. The forum can enable the company to share with their potential customers about the services they offer and also keep informing their customers on related significance business related matters. Creating online forum is advantageous to the online business companies because it will enable them to meet with diverse customers and engage in conversations about business issues (Kelsey 2010, p. 76). The forum can be used for measuring the consumption rate and the opinions or thoughts of consumers towards the services offered by the company in the market. This is vital because it will enable the company to make changes where necessary; thus contributing to effective business performance. Keillor, Owens and Hausknecht (2007, p. 37) reveal that forum marketing is one of the significant method that can make the online business activities stand out from the rivals. One can move online forum to LinkedIn, which is a significant social networking for professionals. The online forums offer excellent opportunity for learning and discovering many things including the company products and services. One of the greatest ways that IT/cloud industry can perform is to build relationships with their clients in the hospitality industry through joining the online forums. LinkedIn is a significant social networking site because it offers real value answers for those utilizing this site for Internet marketing campaigns. This networking site can facilitate better communication and enable the company to meet many clients; thus interact with them freely through forums. The forum that LinkedIn offers encourages one not only to post question but also to participate in answering or providing feedbacks to the questions posted by other members. Answering questions posted by other members is one way of providing valuable information that will also expose one to diverse people. In case people can read the forum and find the value on the answers that a company posts, many of clients will demand to know much about the company and this will contribute to better business performance. The company can create traffic using other social services such blog links, forums and tweets; thereby, contributing to successful business performance. For instance, tweeting is crucial when dealing with clients in the hospitality industry; therefore, adding tweeter into the LinkedIn profile can be of great value. This is because it will automatically display the latest tweets that will end up influencing visitors to visit the company profile. People visiting the LinkedIn profile will be attracted to twitter profile that has also been posted by the company on the LinkedIn profile page. Twitter is generally an effective communication channel and it is also a powerful marketing tool for business owners. This software tool can be applicable in the company because it will increase traffic on LinkedIn profile page; thereby, enabling the company to getter better access to millions of customers. It can also help in building relationships with diverse clients since the company can tweet with their potential clients about the services they offer in the market. Moreover, many hospitality industries are nowadays able to connect with their clients and share information about the kind of services they offer to customers. This is through sharing information, conducting survey and feedbacks, as well as, posting videos on the LinkedIn site, which are related to business practices; hence enhancing effective business performance. Moreover, the IT industry can be able to offer effective services to their potential targeted customers with the use of cloud services because cloud services can permit the hospitality industry to form an innovative and competitive business atmosphere. For instance, cloud integration and innovation capabilities can save outlays particularly the course of maintaining business communications. In the hospitality business, one depends heavily on customer services; thus offering effective technology solutions in this industry is vital. Building a cloud based platform is vital because it will enable the company to manage clients and organisation data effectively. Moreover, security maintenance is of great concern and this will lead to better reputation for the company; thereby, contributing to successful business operation. Technology and hospital have a unique connection; thus, technology as an effective means of offering better services for their clients can aid effective business activities in the hospitality industry. For the past decades, many companies have attempted to incorporate social networking services into the hospitality industry but a few have managed to achieve success (Strauss, 2008, p. 201). Those who have realized the benefits of using cloud computing have significantly benefited and achieved their stated objectives successfully. Hospitality industries handle diverse information and record visits of customers through data systems; hence incorporating proper social networking tools such as LinkedIn is vital. This is because this social tool offer greater security to company information, easy accessible of information of diverse clients, faster services, and also reduces cost or resources (Chaffey, 2000, p. 94). Cloud services are more effective and faster; thus they can improve the services of clients by reducing their time and resources. Clouds can also offer an efficient personalized services to the clients and they can also remove geographic barriers; thereby extending the services to anyone worldwide. Therefore, in case other applications such as online forums, blogs and twitter are used along with LinkedIn in the hospitality industry, the IT managers should manage data effectively. This is necessary because it will lessen cases of uncertainty risks, which are common when using cloud services. Although use of social online have been proven as the effective marketing tools for promoting successful business performance, LinkedIn has been ranked among the best for professional and new business who want to improve their profitability. Moreover, with cloud services, hospitality industries have been able to perform their business activities efficiently because cloud services enable them to make multiple applications to diverse customers across the globe efficiently. Many travelers are always interested in searching better places to visit through online and viewing photos or video posted by their friends indicating better places such hotels, guest houses and many other significant features. This makes sense for hospitality industries to develop online profiles to facilitate better communication and enable the company to meet with numerous customers globally. Therefore, cloud development platform will serve as an effective tool for integration capabilities for creating successful online business. Cloud offer an avenue to access new business ideas faster and it opens the door for integration of diverse activities such as Google and other applications. This is significant because it helps in reducing the integration cost; hence, implying there is cost saving and opportunity to get into the market timely. Recommendations In Case Of the Additional Costs That Might Be Required To Maximize Exposure Additional cost might be required to maximize exposure such as advertising and premium listings when using social networking for communicating about the products and services offered in the market. It is vital for the company to take into considerations the costs that are associated when using social networking as a marketing strategy for improving business activities. Therefore, the company will have to take into considerations the upfront investment, running operation costs and the time employed in marketing the services while adopting cloud as a service for advertising the products. Cloud offers pay-as-you use pricing approaches; thus the business need to invest heavily in the procuring required infrastructure such as hardware and software. However, one does not need intense investments in making the infrastructure complete for development because cloud offers also extra services such as IT management, security and other services. Therefore, one can benefit from the latest infrastructures used in this process, which otherwise will reduce the operational costs. It is recommendable to take into considerations scalability because this can benefit the company in case of any extra costs that might be required in maximizing exposure. Scalability refers to the system features or functions, which describes its ability to cope and perform work under an augmented workload. This system is able to increase the performance level or efficiency; thereby, improving the profits margins due to increased sales. Cloud computing offers an opportunity for accessing the innovative business ideas faster; therefore, the business can recognize the results faster because one can develop and roll out the business ideas in the market faster. Moreover, one can scale the business ideas further; thus, time, efforts and cost involved will be much less when using cloud technology. It is also recommendable to control any extra costs that might arise in attempt of maximizing exposure such as advertisement or premium listings. This is through improving the project by making realistic contingency budget estimation. Controlling uncertainties that might contribute to extra costs is vital. This can be done through carrying out contingency planning by providing greater attention to cost determining aspects, which are possibly to change. This will enable the business director to reduce the expenditure; thus maximizing further costs for various exposures. Therefore, proper planning and management will contribute to better cost reduction and the completion of the project within the stipulated time frame. Conclusion In conclusion, LinkedIn is among the significant online marketing tools, which can be employed IT company targeting the hospitality industry. LinkedIn.com works in a unique and different way from other social networking sites. First, one has to develop the LinkedIn profile page and this is through signing up, as well as, finding the suitable password for signing into this social network. LinkedIn offers a fundamental outlet for business where vendors can stay connected with their clients across the globe, and therefore, learning how to use LinkedIn is vital because this social online tool is somehow different from other social networking sites and it can enable the company to massively gain advantages when the company has an account. Cloud can deliver hospitality solutions when blended with other applications such as online forums, tweets and blogs in the company. Technology and hospital have a unique connection; thus, technology as an effective means of offering better services for their clients can aid effective business activities in the hospitality industry. Therefore, it is recommendable to manage any extra costs that might arise in attempt of maximizing exposure such as advertisement or premium listings. One should also take into considerations the costs, which might result when using LinkedIn in business activities because this can contribute to better business performance. Bibliography Aley, C. (May 9, 2013). 9 ways to leverage the power of LinkedIn. Socialmedia.biz. Retrieved on June 14 from http://socialmedia.biz/2013/05/09/use-linkedin-to-build-your-new-business/ Andreasen, A. R. (2006). Social marketing in the 21st century. Thousand Oaks, Calif: SAGE Publications. Belch, G. E., & Belch, M. A. (2001). Advertising and promotion: An integrated marketing communications perspective. Boston, Mass: Irwin/McGraw-Hill. Cybage. (March 2010). What is in Cloud for travel and hospitality? Cybage Travel and Hospitality Practice Group, New York: Willey, pp. 1-10. Clow, K. E., & Baack, D. (2004). Integrated advertising, promotion & marketing communications. Upper Saddle River, N.J: Pearson Prentice Hall. Chaffey, D. (2000). Internet marketing: Strategy, implementation, and practice. 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