Why Are You Even on LinkedIn?

The following insight came from my podcast interview with Ryan Rhoten. I took away a ton in terms of content marketing, website design, sales pitch, and connecting with other people.

The first question I would ask is, What’s your goal? Why are you even on LinkedIn to begin with? Are you there just because everybody tells you should be? If so, maybe you shouldn’t be. You have to have a goal. 

A lot of the people I work with want to be on every single social media platform. What’s the point? If the people you want to reach or the people you want to influence are not on the platform, don’t be on that platform. Don’t spend time, effort, and energy. Learn how to repurpose your content there, but don’t spend your time and energy there. 

All that comes back to what your goals are. What are you trying to do with your LinkedIn profile? What do you personally want to be known for? If I go to your LinkedIn profile and read the words that are there, what do you want me to know about you? If you don’t know the answer to that question, then you fall victim to this kind of random act of posting; you post stuff that feels good to you at the time. Because what happens today in our digital world is that people don’t know you and try to piece together more about you from this digital footprint that you leave. And so when they go, and they start reading your posts, what they’re trying to do is figure out who you are and how you help people. 

When you do random acts of posting, people can get confused about how you help. If you want to be the best product manager out there, you have to ask yourself how people will ever know that about you if you’re not talking about product management. 

You don’t have to talk about your thing all the time. But it would help if you talked about it enough that people start to associate you with whatever your thing is. I still believe resumes are important. But I also believe that what is becoming more important is the footprint that you leave online. So how you’re communicating the value that you add online is super important. People will look you up; they’re going to research you, they’re going to try to figure out what you’re all about. For example, if I need a product manager, and I go to your profile, and you’re doing nothing but talking about product management, you show your leadership and expertise. But also, you’re making me think that this person is passionate about product management. I need somebody like that on my team.

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