LinkedIn Analysis: Advertising, PR, Sales & Integrated Marketing Communications (IMC) (Chapter 12)

Professional networking site LinkedIn is one of the largest in the world with more than 560 million members worldwide. Only a handful of social media sites are larger. And of those, none have been around as long. But LinkedIn has established an image as a “white collar service”. Whether deserved or not, the folks at LinkedIn are fighting to shed that image and establish that its network is for all people and all careers. To get this done, LinkedIn is relying on a multiplatform, integrated marketing communications campaign.

• Read LinkedIn’s blog and watch the embedded campaign videos https://blog.linkedin.com/2018/september/17/we-re-in-it-together
• Read the 2018 article Integrated Marketing Campaign by LinkedIn Shifts Focus: In It Together
• Read the August 2020 article LinkedIn Launches New ‘In It Together’ Ad Campaign in the UK

Answer the following questions:

• What media from the marketing communications mix (advertising, sales promotion, public relations, personal selling, social media, etc.) was used for the “In It Together” campaign? Provide specific examples.
• How might LinkedIn measure the effectiveness of the “In It Together” campaign?
• Was the “In It Together” campaign effective? Support your answer.

Follow the guidelines, use course concepts from the text, and at least one outside credible source. Link your responses to specific sections of the video, develop your responses, and cite and reference your work.

Peer Post: Reply (substantively to earn points) to one of your peer’s posts. Further the discussion with your peer and use an outside source and citation for support.