Featured Article: Best Practices for Optimising Linkedin For Your Business

By - AMS posted Nov 03, 2021 10:25 AM


Wendy Lewis takes a look at the social channel that’s all business

wendy lewis is  President of
Wendy Lewis & Co Ltd, Global
Aesthetics Consultancy, author
of 12 books, and Founder/
Editor-in-Chief of www. Her newest book is 
Aesthetic Clinic Marketing in the Digital Age 
(CRC Press 2018)


Aesthetic practices are constantly searching for tools to build trust and expand their contacts. The more contacts you have, the more opportunities may come your way and the more visible you will be to patients, colleagues, industry, and media. While many social platforms can support marketing and networking, LinkedIn excels in these areas by far. 

LinkedIn is widely considered to be the most frequently used platform for business to business (B2B) communication. LinkedIn members range from freelancers and temps to C-suite executives and key decision-makers in their respective businesses. It’s a virtual who’s who across all categories, industries and roles. 

In 2016, Microsoft bought the platform for over $26 billion, ostensibly to boost its sliding position in an expanding Apple and Facebook world1. The deal was done by promising LinkedIn to maintain its independence as an operating unit within Microsoft.

Since the acquisition, LinkedIn has evolved and has actively been building its audience. It boasts approximately 740 million members at the time of this printing, depending on who you ask. To put that in perspective, Facebook has 2.8 billion users2, and Instagram comes in with slightly over 1 billion3. LinkedIn is considered a very influential social media platform at building true engagement between its users. The connections you can make on this uber-popular B2B platform can literally change your practice and standing in your field. 


LinkedIn has skyrocketed into the position of the most sought-after social channel for businesses to connect with other businesses. Members gather on LinkedIn to engage with decision-makers, influencers, and leaders and use the site to keep in touch with business associates, clients, and co-workers and to stay on top of news and trends that matter to them. 


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