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Whether you or your EA/VA is managing your own LinkedIn presence, read this ebook to avoid obvious mistakes you might not even know exist. Be prepared so you present in the best way possible.

My Awesome Heading

Ensure your LinkedIn profile and network are working for you. 
The Ultimate Guide 
to Managing a CEO's LinkedIn Presence  
Managing a CEO's LinkedIn profile requires insight + strategy 
The Ultimate Guide 
to Managing a CEO's 
LinkedIn Presence

PART ONE | CEO 

BONUSES 

Our in:dispensable podcast interview  

with Erin Dore Miller + Colleen McKenna


Webinar recording

5 LinkedIn Mistakes, Must-do's + Tips

with Colleen McKenna

Ensure you're LinkedIn presence is complete, optimized and well-positioned to extend your brand and business.

PART TWO

Intero Advisory

Thanks for taking the time to read this eBook. It means you realize three things. 

One, you've been tasked with managing someone else's profile and realize you haven't managed your own that well.  

Second, you need to get up to speed pretty quickly. 

Third, you're good with learning, doing and getting started.

Read on and be sure you've covered all your bases.

Prepare your answers to the questions we provided in Part One to demonstrate your insight. 


If you prefer the podcast version, just click here





















 

You've been tasked with managing someone else's LinkedIn presence, including their profile, network, and activities.  


Leaders often rationalize that spending time on LinkedIn is not worth their time. That may or may not be true; it’s just what they prefer to delegate. 


You may be an in-house marketing person, an executive assistant, a social media coordinator, or an outsourced resource or Virtual Assistant. We've even seen spouses, children and interns take over someone’s profile. 


Regardless of your role, this eBook is for you! You might be managing an executive's profile or a sales or leadership team. Whether it's a business of one or two or thousands, the same best practices apply.


Let's call attention to something I think is essential: The person whose profile your handling assumes you know a lot about LinkedIn, right?


Do you? That's question number one. At Intero, we end up talking with assistants weekly. The CEO tells me you know about LinkedIn and that he or she is certain you've got this. Then I talk with you and, based on my review of your presence and profile and one or two questions, you get real and tell me you know little to nothing about LinkedIn but are open to learning. 


Who's going to teach you? And you may not even be aware that LinkedIn needs a strategy. 


Read on; we'll help you.


#1 - How do you currently use LinkedIn for your own personal/professional branding and business development?

If they don't use LinkedIn personally and don't look good on LinkedIn, how do you think they can make you look good?


#2 - How do you manage your LinkedIn network?

If they don't have a business network of their own, how will they know how to connect you with the right kinds of people?


#3 - What kind of network do you have?

If they don't know most of the people that they’re connected to, or haven't thought about connecting strategically, how will they know how to hand-select good connections for you?


#4 - How have you set up your Settings & Privacy?

If they haven't done this in a while, don't know where this area is or haven't ever paid attention to it, they are certainly not strategic about using LinkedIn.


#5 - How do you engage on LinkedIn?

If they don't engage for themselves or do so with no strategy, how will they do that for you?


#6 - Do you automate any of your LinkedIn activities? If so, what tools do you use?

If they are automating some or most of the process, what are you paying them for? Automated tools may dilute your brand. Tread carefully. 


#7 - Please provide examples of how you’ve helped other clients increase their LinkedIn presence (profile), network, business development, and/or recruiting opportunities.

No examples with no articulated results, whether good, bad, or neutral suggest there may be a lack of accountability.


#8 - How would you describe your LinkedIn best practices?

If they don't have a set of best practices, how will you know your LinkedIn initiative is well crafted or is being managed correctly?


#9 - Please outline a LinkedIn strategy and set of activities that you think would work best for me.

This outline should be specific, including best practices and have specific steps in a particular order with metrics that resonate with your objective. 

I'm sitting on a plane as I write this and am reminded of putting on your mask before placing it on someone else who needs help. The same principle applies to LinkedIn.

Update your personal profile first. I mean really update it like the professional you are.

  • Update your profile photo and add a background image

  • Build out your About and Experience sections so that others know what you do.

  • Review your Settings & Privacy sections and begin to craft your strategy. It all starts in this area.

  • Add all appropriate sections:

    • Education

    • Skills

    • Organizations

    • Volunteer Experience

    • Projects

    • Certifications

    • Honors & Awards


#1 - How do you currently use LinkedIn for your own personal/professional branding and business development?

If they don't use LinkedIn personally and don't look good on LinkedIn, how do you think they can make you look good?


#2 - How do you manage your LinkedIn network?

If they don't have a business network of their own, how will they know how to connect you with the right kinds of people?


#3 - What kind of network do you have?

If they don't know most of the people that they’re connected to, or haven't thought about connecting strategically, how will they know how to hand-select good connections for you?


#4 - How have you set up your Settings & Privacy?

If they haven't done this in a while, don't know where this area is or haven't ever paid attention to it, they are certainly not strategic about using LinkedIn.


#5 - How do you engage on LinkedIn?

If they don't engage for themselves or do so with no strategy, how will they do that for you?


#6 - Do you automate any of your LinkedIn activities? If so, what tools do you use?

If they are automating some or most of the process, what are you paying them for? Automated tools may dilute your brand. Tread carefully. 


#7 - Please provide examples of how you’ve helped other clients increase their LinkedIn presence (profile), network, business development, and/or recruiting opportunities.

No examples with no articulated results, whether good, bad, or neutral suggest there may be a lack of accountability.


#8 - How would you describe your LinkedIn best practices?

If they don't have a set of best practices, how will you know your LinkedIn initiative is well crafted or is being managed correctly?


#9 - Please outline a LinkedIn strategy and set of activities that you think would work best for me.

This outline should be specific, including best practices and have specific steps in a particular order with metrics that resonate with your objective. 


  • Download your 1st-level connections

    • Review how you know your connections

    • Look for opportunities and gaps

      • Act on the opportunities

      • Minimize the gaps (connect with those that are missing, I.e., customers, prospects)

  • Consider who you should be connecting with and send out a set number of personalized connection requests each week

    • When they connect with you, thank them for connecting and offer to be of help

    • Do not sell anything at this point

  • Follow the companies you are interested in or work for/with and pay attention to the content they are posting

  • Create or assemble content that you can share or comment on

  • Be a regular contributor on LinkedIn by sharing content your network will find useful and valuable


Once you've adopted best practices for yourself, you can now manage it for someone else. You need to know more than the superficial and the basics. You need to know the last 20%; the 20% that people like the Intero team pay attention to. Why? That's where the results are. 


Oh, there'll be random acts of success, no doubt. But long-term results only happen when a strategy is in place, then tested and continually honed.





 

Send this to all of the individuals you are considering working with and see what you receive in return.


I guarantee it will be an exercise worth doing. Don't be fooled by age either. Just because someone is under 40 doesn't mean they know LinkedIn. While they may be great at social media, LinkedIn is different, and as we say, “it's business, not social.” 


By way of example: One of our clients has generated more than $250,000 in new business results from LinkedIn over the last few years recently hired a new Virtual Assistant whose LinkedIn presence was so inferior that it's embarrassing. No background image, photo, About section or Experience section, save for an odd assortment of random skills. 


Ugghhh. To make matters worse, and further display a lack of professionalism, her emails to me included spelling my name wrong, sentences with no punctuation and a lack of initiative in arranging a phone call with our mutual client. 


After asking her to use my calendar link twice, I gave up. His LinkedIn initiative has come to a grinding halt. 


I'm not sure why he hired her without vetting her. My guess is he needed someone badly, and he didn't look at her LinkedIn profile.


If there's one person on the team who should be detail-oriented and dig in, it's your VA/EA and if they are not experienced in platforms like LinkedIn, and tools such as Calendly and Grammarly, move on. You're putting your brand at stake and risk looking less than relevant. 


Dramatic? Not at all, just the facts. I get it, and I'm not saying to hand it off. I'm saying “buyer beware.” 


To ensure your LinkedIn surrogate is prepared, up-to-date, and proficient, arm them with this eBook and it's companion eBook that is specifically for whomever is managing your LinkedIn Presence.

And, if  you want to get them to actually have the insight they'll need to manager your LinkedIn presence, check out in:side, our online learning platform.

Send this to all of the individuals you are considering working with and see what you receive in return.


I guarantee it will be an exercise worth doing. Don't be fooled by age either. Just because someone is under 40 doesn't mean they know LinkedIn. While they may be great at social media, LinkedIn is different, and as we say, “it's business, not social.” 


By way of example: One of our clients* has generated more than $250,000 in new business results from LinkedIn over the last few years recently hired a new Virtual Assistant whose LinkedIn presence was so inferior that it's embarrassing. No background image, photo, About section or Experience section, save for an odd assortment of random skills. 


Ugghhh. To make matters worse, and further display a lack of professionalism, her emails to me included spelling my name wrong, sentences with no punctuation and a lack of initiative in arranging a phone call with our mutual client. 


After asking her to use my calendar link twice, I gave up. His LinkedIn initiative has come to a grinding halt. 


I'm not sure why he hired her without vetting her. My guess is he needed someone badly, and he didn't look at her LinkedIn profile.


If there's one person on the team who should be detail-oriented and dig in, it's your VA/EA and if they are not experienced in platforms like LinkedIn, and tools such as Calendly and Grammarly, move on. You're putting your brand at stake and risk looking less than relevant. 


Dramatic? Not at all, just the facts. I get it, and I'm not saying to hand it off. I'm saying “buyer beware.” 


To ensure your LinkedIn surrogate is prepared, up-to-date, and proficient, arm them with our new eBook, The Ultimate Guide to Managing a CEO or Client's LinkedIn Presence. If you want to get them geared up, check out in:side, our online learning platform.
in:side Intero Advisory

Send this to all of the individuals you are considering working with and see what you receive in return.


I guarantee it will be an exercise worth doing. Don't be fooled by age either. Just because someone is under 40 doesn't mean they know LinkedIn. While they may be great at social media, LinkedIn is different, and as we say, “it's business, not social.” 


By way of example: One of our clients* has generated more than $250,000 in new business results from LinkedIn over the last few years recently hired a new Virtual Assistant whose LinkedIn presence was so inferior that it's embarrassing. No background image, photo, About section or Experience section, save for an odd assortment of random skills. 


Ugghhh. To make matters worse, and further display a lack of professionalism, her emails to me included spelling my name wrong, sentences with no punctuation and a lack of initiative in arranging a phone call with our mutual client. 


After asking her to use my calendar link twice, I gave up. His LinkedIn initiative has come to a grinding halt. 


I'm not sure why he hired her without vetting her. My guess is he needed someone badly, and he didn't look at her LinkedIn profile.


If there's one person on the team who should be detail-oriented and dig in, it's your VA/EA and if they are not experienced in platforms like LinkedIn, and tools such as Calendly and Grammarly, move on. You're putting your brand at stake and risk looking less than relevant. 


Dramatic? Not at all, just the facts. I get it, and I'm not saying to hand it off. I'm saying “buyer beware.” 


To ensure your LinkedIn surrogate is prepared, up-to-date, and proficient, arm them with our new eBook, The Ultimate Guide to Managing a CEO or Client's LinkedIn Presence. If you want to get them geared up, check out in:side, our online learning platform.


Send this to all of the individuals you are considering working with and see what you receive in return.


I guarantee it will be an exercise worth doing. Don't be fooled by age either. Just because someone is under 40 doesn't mean they know LinkedIn. While they may be great at social media, LinkedIn is different, and as we say, “it's business, not social.” 


By way of example: One of our clients* has generated more than $250,000 in new business results from LinkedIn over the last few years recently hired a new Virtual Assistant whose LinkedIn presence was so inferior that it's embarrassing. No background image, photo, About section or Experience section, save for an odd assortment of random skills. 


Ugghhh. To make matters worse, and further display a lack of professionalism, her emails to me included spelling my name wrong, sentences with no punctuation and a lack of initiative in arranging a phone call with our mutual client. 


After asking her to use my calendar link twice, I gave up. His LinkedIn initiative has come to a grinding halt. 


I'm not sure why he hired her without vetting her. My guess is he needed someone badly, and he didn't look at her LinkedIn profile.


If there's one person on the team who should be detail-oriented and dig in, it's your VA/EA and if they are not experienced in platforms like LinkedIn, and tools such as Calendly and Grammarly, move on. You're putting your brand at stake and risk looking less than relevant. 


Dramatic? Not at all, just the facts. I get it, and I'm not saying to hand it off. I'm saying “buyer beware.” 


To ensure your LinkedIn surrogate is prepared, up-to-date, and proficient, arm them with our new eBook, The Ultimate Guide to Managing a CEO or Client's LinkedIn Presence. If you want to get them geared up, check out in:side, our online learning platform.



Send this to all of the individuals you are considering working with and see what you receive in return.


I guarantee it will be an exercise worth doing. Don't be fooled by age either. Just because someone is under 40 doesn't mean they know LinkedIn. While they may be great at social media, LinkedIn is different, and as we say, “it's business, not social.” 


By way of example: One of our clients* has generated more than $250,000 in new business results from LinkedIn over the last few years recently hired a new Virtual Assistant whose LinkedIn presence was so inferior that it's embarrassing. No background image, photo, About section or Experience section, save for an odd assortment of random skills. 


Ugghhh. To make matters worse, and further display a lack of professionalism, her emails to me included spelling my name wrong, sentences with no punctuation and a lack of initiative in arranging a phone call with our mutual client. 


After asking her to use my calendar link twice, I gave up. His LinkedIn initiative has come to a grinding halt. 


I'm not sure why he hired her without vetting her. My guess is he needed someone badly, and he didn't look at her LinkedIn profile.


If there's one person on the team who should be detail-oriented and dig in, it's your VA/EA and if they are not experienced in platforms like LinkedIn, and tools such as Calendly and Grammarly, move on. You're putting your brand at stake and risk looking less than relevant. 


Dramatic? Not at all, just the facts. I get it, and I'm not saying to hand it off. I'm saying “buyer beware.” 


To ensure your LinkedIn surrogate is prepared, up-to-date, and proficient, arm them with our new eBook, The Ultimate Guide to Managing a CEO or Client's LinkedIn Presence. If you want to get them geared up, check out in:side, our online learning platform.



If you are managing other people's LinkedIn accounts, you need to invest in proven LinkedIn coaching or training. You need to be ahead of the curve and your client. Leaders talk to other leaders so, when someone hears that someone else is getting results and they're not, there's some explaining to do. Don't put yourself in that place.


Be the person that can help your client expand their personal brand, build a strategic network, hire, and cultivate new business opportunities. It's what they hired you for, right?


If you want to really gear up, check out in:side, our online learning platform.


To ensure your LinkedIn surrogate is prepared, up-to-date, and proficient, arm them with our new eBook, The Ultimate Guide to Managing a CEO Part One.


If you want to prepare them to manage your LinkedIn presence, check out and sign-up for  in:side, our online learning platform.


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Send this to all of the individuals you are considering working with and see what you receive in return.


I guarantee it will be an exercise worth doing. Don't be fooled by age either. Just because someone is under 40 doesn't mean they know LinkedIn. While they may be great at social media, LinkedIn is different, and as we say, “it's business, not social.” 


By way of example: One of our clients* has generated more than $250,000 in new business results from LinkedIn over the last few years recently hired a new Virtual Assistant whose LinkedIn presence was so inferior that it's embarrassing. No background image, photo, About section or Experience section, save for an odd assortment of random skills. 


Ugghhh. To make matters worse, and further display a lack of professionalism, her emails to me included spelling my name wrong, sentences with no punctuation and a lack of initiative in arranging a phone call with our mutual client. 


After asking her to use my calendar link twice, I gave up. His LinkedIn initiative has come to a grinding halt. 


I'm not sure why he hired her without vetting her. My guess is he needed someone badly, and he didn't look at her LinkedIn profile.


If there's one person on the team who should be detail-oriented and dig in, it's your VA/EA and if they are not experienced in platforms like LinkedIn, and tools such as Calendly and Grammarly, move on. You're putting your brand at stake and risk looking less than relevant. 


Dramatic? Not at all, just the facts. I get it, and I'm not saying to hand it off. I'm saying “buyer beware.” 


To ensure your LinkedIn surrogate is prepared, up-to-date, and proficient, arm them with our new eBook, The Ultimate Guide to Managing a CEO or Client's LinkedIn Presence. If you want to get them geared up, check out in:side, our online learning platform.

Send this to all of the individuals you are considering working with and see what you receive in return.


I guarantee it will be an exercise worth doing. Don't be fooled by age either. Just because someone is under 40 doesn't mean they know LinkedIn. While they may be great at social media, LinkedIn is different, and as we say, “it's business, not social.” 


By way of example: One of our clients* has generated more than $250,000 in new business results from LinkedIn over the last few years recently hired a new Virtual Assistant whose LinkedIn presence was so inferior that it's embarrassing. No background image, photo, About section or Experience section, save for an odd assortment of random skills. 


Ugghhh. To make matters worse, and further display a lack of professionalism, her emails to me included spelling my name wrong, sentences with no punctuation and a lack of initiative in arranging a phone call with our mutual client. 


After asking her to use my calendar link twice, I gave up. His LinkedIn initiative has come to a grinding halt. 


I'm not sure why he hired her without vetting her. My guess is he needed someone badly, and he didn't look at her LinkedIn profile.


If there's one person on the team who should be detail-oriented and dig in, it's your VA/EA and if they are not experienced in platforms like LinkedIn, and tools such as Calendly and Grammarly, move on. You're putting your brand at stake and risk looking less than relevant. 


Dramatic? Not at all, just the facts. I get it, and I'm not saying to hand it off. I'm saying “buyer beware.” 


To ensure your LinkedIn surrogate is prepared, up-to-date, and proficient, arm them with our new eBook, The Ultimate Guide to Managing a CEO or Client's LinkedIn Presence. If you want to get them geared up, check out in:side, our online learning platform.


Prefer to talk? Email me, colleen@interoadvisory.com or arrange 
30-minute call to learn more about our in:side and services.

You may also click here to watch the recording. 


Prefer to talk? Email me, colleen@interoadvisory.com or arrange 
30-minute call to learn more about our in:side and services.

BONUS WEBCAST RECORDING 


LinkedIn Top 5: Mistakes, Must-do's + Tips

©2019 Intero Advisory | August 2019