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The capability of LinkedIn to be an effective platform for strategic communication is both constrained and advanced by its unique properties. Make no mistake, however. When operating in a B2B and/or services-oriented environment, organisations can leverage LinkedIn via a number of potent means – e.g. market research, differentiation, positioning, viral marketing – to deliver business results....
My bias towards believing LinkedIn is better for service-leaning organisations is because of LinkedIn’s proclivity for better suiting the approaches of thought leadership and inbound marketing (noted below)....
Craig Pearce highlights several ways to use linked in for strategic communications.