Getting the most out of LinkedIn- a BNet Podcast

LinkedIn Australia reached an impressive milestone recently, clocking up more than 2 million Australian members. Last week, I was interviewed by Phil Dobbie from BNet on how to ‘get more’ out of LinkedIn.

Cliff Rosenberg, Managing Director for LinkedIn Australia and New Zealand, and Tara Cheesman, Executive Director of Executive Women Australia, joined the discussion, which explored various LinkedIn tips such as how to connect, who to connect with, the importance of joining relevant groups; and the significant commercial benefits we have each realised for our respective businesses.

Some helpful tips were discussed in the podcast, which I feel I should share.

Cliff highlighted LinkedIn is not about how many connections you have, but rather the quality of people you connect with. Quality over quantity. He also noted the importance of establishing connections with professionals that could be important to you and/or your business -be that trusted connections, influential people, or prospective clients.

It’s all well and good to say you have over 500 connections- but at the end of the day, if those 500 people have no common professional/industry interests with you, then what’s the point in connecting? Unlike Facebook, LinkedIn is not a social networking device but rather a professional networking platform, and should be used accordingly.

Tara explained how LinkedIn has enabled her group, Executive Women Australia, to produce a number of successful events and functions; all organized within the LinkedIn community. It’s interesting to explore this concept- that LinkedIn has the potential to connect you to speakers for an upcoming event, venue possibilities, food options and even volunteers to work at your event.

For my part, I focused on Next Director, and how LinkedIn has enabled targeted professional groups to really excel. The quality of conversations we have as a group, as well as the caliber of people in the group, are vital for Next Director’s success. Having these discussions, and even debates, in a professional context, is the essence of Next Director and is greatly valued by our members.

I also talk briefly about using LinkedIn polls as an effective way to test new ideas. We use the analytics from these polls to learn more about our members, and ensure we continue to service their needs effectively.

But enough from me, listen to it yourself. I’m interested to hear your thoughts.


Michael Field, Director at Michael Field Pty Ltd.

2 Million Reasons to get Linked In

Congratulations must go to LinkedIn today, who have surpassed two million members across Australia. This milestone is significant for the local LinkedIn Australia team, as described by Cliff Rosenberg, Managing Director for LinkedIn in Australia and New Zealand:

“Since we established local operations, we have seen strong demand and response for our recruitment and marketing solutions services.

“Our growth has been driven by Australian professionals using LinkedIn to network, build their online brand, gain insights from the community and find new career or business opportunities.”

There is no better time than now to think seriously about the way you are using your LinkedIn profile to grow your business. If you are serious about growing your business, LinkedIn is no longer optional- it’s compulsory. If you are yet to sign up to LinkedIn, now is the time. With 45.8 million connections between members, LinkedIn, when managed strategically, can be your competitive advantage.

Having access to a professional networking platform has significantly contributed to the growth of our strategic marketing consultancy. LinkedIn has allowed us to forge new client relationships, share and discuss industry-related topics with like-minded professionals, and grow our professional network significantly.

LinkedIn, as a professional network, should not to be confused with social media platforms, such as Facebook or Twitter. Although LinkedIn has similar functions like reconnecting with-old-friends and sharing updates – LinkedIn is different as the focus is on professional networks and business and industry-related content.

LinkedIn has also enabled global communities such as Next Director to flourish. Next Director is a global community of 3,500 Company Directors, connecting emerging, practicing and leading Company Directors. The Groups function within LinkedIn has made communities such as Next Director possible.

So, what are you waiting for? Now is the time to join LinkedIn, build your profile, get your business on LinkedIn, get your staff on LinkedIn, and engage with your clients and industry.

If you require assistance with your LinkedIn strategy, email We advise medium sized business-to-business organisations on marketing strategy, including digital strategy.


Michael Field, Director at Michael Field Pty Ltd.

What Dr Suess can teach us about Search Engine Optimisation

Dr Suess is an SEO expert

Who remembers escaping into the imaginary, nonsensical world of Dr Suess when they were young? As a child, I spent much of my time in my imagination- and one of my favourite book series that encouraged this was the Dr Suess classics- like Green Eggs and Ham, and The Cat in the Hat.

You’re probably wondering what on earth Dr Suess has to do with search engine optimisation (SEO). Bear with me.

His first, now classic children’s book, The Cat in the Hat, contains only 236 words. However because of the high repetition of keywords (although sometimes nonsensical), Suess achieved very high recall and recognition rates in young and old readers alike.

Here’s where the link to search engine optimisation (SEO) comes in. This example is a great metaphor for online copywriting (for search engine optimisation)- particularly when the objective is to achieve relevant, organic ranking in search engines, based on a specific palette of keywords.

Achieving effective search engine optimisation (SEO) is, in part, the judicious selection of keywords- then expertly crafting the copy to produce high-ranking results in search engine rankings.

With this in mind, it’s important to realise that copywriting for web content is not a set-and-forget strategy. Rather, it requires considerable up-front planning and strategic thought, prudent selection of keywords, and expert copywriting and narrative skills.

For effective search engine optimisation (SEO) copy, the objective of the copywriter should be to construct content that is keyword rich and attractive to search engines, that maintains a natural flow, and yet engages the reader’s interest… just like Dr Suess.


Michael Field, Director at Michael Field Pty Ltd.