One of the most enjoyable bits of my job is helping startup businesses kickstart their social media presence. I’ve been through that launch process myself so not only have I been able to put my own advice into practice, I’ve also refined it to be as effective as possible when working with clients who are taking the plunge into self-employment. I've now turned all of that advice into what I believe is the ultimate LinkedIn guide for startup businesses. You’re now reading it. Each section is...

A social media audit is a structured review of your channels to understand what’s working, what isn’t, and how it connects to wider business goals. If you've inherited new channels, feel busy but unclear on impact, or are about to increase investment, a social media audit is great starting point. The frustrating nature of social media, particularly organic, means you can often only see your time, effort and investment without any clear understanding of its impact. And I can't be the only one...

Successful social media communities are when audiences recognise themselves – and each other – in your content, then feel compelled to engage. It's these situations, more than demographics, that define effective and memorable social media communities. Unfortunately, community is also one of the most overused terms in social, meaning different things to different people. For some it's about engagement. For others, it's about creating a sense of loyalty, trust or belonging. In practice – and at...