What’s Working for Me on LinkedIn – Quick Tips for Event Professionals

August 16, 2017

With over 500 million users, LinkedIn’s potential to be a powerful tool for finding and engaging with relevant professionals is obvious. However, what isn’t obvious to many professionals is how they can tap into that potential and take full advantage of what LinkedIn has to offer.

After about a decade of using (and experimenting with) LinkedIn, I’ve developed a system for myself that’s works – in fact, about a third of my business now comes from LinkedIn. Here are some of the actions I’m taking and features I’m focusing on:

1. Set Realistic Expectations

LinkedIn isn’t magic. It’s a tool that, when used strategically, can support some business goals. For example: although a third of my business comes from LinkedIn, I don’t use LinkedIn to close sales. Instead, I use LinkedIn to support my sales process (identify prospects/partners, get to know them/their needs, help them get to know me/my value, etc.) and then I take the conversation “off line” when it comes time to close.

2. Get Comfortable with Change

Even before Microsoft bought LinkedIn, things were always changing. This can be frustrating (especially when my favorite features are tweaked or discontinued), but remembering that I don’t own LinkedIn and that their leadership team may choose to change their product as much and as often as they’d like (just as I can do for my company’s offerings) helps me. What else helps? Continued research and testing to ensure that I’m utilizing the features that are right for me, in the best way I can, for as long as they’re available – and backing up my data regularly.

3. Live It

They say that the most effective way to lose weight isn’t to choose a fad diet but to make healthier habits a part of your lifestyle. The same is true for LinkedIn – if you want to be effective, you have to be consistent and dedicated. LinkedIn is one of the first things I check when I wake up and one of the last things I check when I go to bed (even standing in line at the grocery store, for example, my “go to” time filler is the LinkedIn app).

Bonus! Try These Features:

Profile: Your profile should feel authentic and remain up-to-date. Don’t write it in the third person (it’s distancing and a little pretentious) or post a profile picture that’s ten years old. Instead, share what will help your ideal contact realize they need to connect with you now.

Publishing: Long form posts are a great way to share your expertise. Write about what you know and what your audience cares about, and don’t obsess over your views, likes or shares – general content gets bigger numbers, but specific content resonates with the right people.

Timeline/Groups: Quick likes and comments in your newsfeed or groups can help in boosting visibility and remaining top of mind, but be mindful of the types of posts you make (especially those that are angry or silly) – your professional reputation is always at stake.

Outreach: Use messaging to keep in touch (this is one medium where it’s okay to reach out “just to check in” on occasion) and seek out new professionals to connect with often. Customize your requests and find meaningful (not salesy) things to talk about with each new connection.

LinkedIn isn’t for everyone, but it has been a big help to me and my business. Consider taking the actions above to get more value out of your participation.


About the Author: Robyn Davis teaches exhibitors the strategies required to make their trade show participation even more worthwhile through her speaking, training and consulting services. Learn more and connect with Robyn on LinkedIn or join Robyn for her Tech Hub session at HCEA Connect 2017.


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Partner Voices
Less than six months ago, Lisa Messina joined the Las Vegas Convention and Visitors Authority (LVCVA) as the first-ever chief sales officer after leading the sales team at Caesars Entertainment. A 12-year Las Vegas resident, Messina is a graduate of Cornell University’s School of Hotel Administration and serves on MPI International’s board of directors. TSNN had a chance to catch up with this dynamic leader and talk to her about her vision for the new role, current shifts in the trade show industry, creating more diversity and equity within the organization, and advice to future female leaders. Lisa Messina, Chief Sales Officer, LVCVA With Las Vegas becoming The Greatest Arena on EarthTM, what are some of the things you’re most excited about in your role? Our team was at The Big Game’s handoff ceremony earlier this month, and I couldn’t help but think, “We’re going to crush it next year!”  These high-profile events and venues not only drive excitement, but also provide unmatched opportunities for event planners. Allegiant Stadium hosts events from 10 to 65,000 people and offers on-field experiences. Formula 1 Grand Prix will take place in Las Vegas in November, after the year-one F1 race, the four-story paddock building will be available for buyouts and will also offer daily ride-along experiences that will be available for groups. And, of course, the MSG Sphere officially announced that it will open in September, ahead of schedule, with a U2 residency. It’s going to be the most technologically advanced venue as far as lighting, sound, feel, and even scent, and it will be available for buyouts and next-level sponsorships inside and outside. There’s no ceiling to what you can do when you’re doing events in Las Vegas.  Allegiant Stadium As the trade show and convention business returns to the pre-pandemic levels, what shifts are you noticing and how do you think they will impact the industry going forward? Our trade show organizers are very focused on driving customer experience. Most of our organizers are reporting stronger exhibitor numbers and increased numbers of new exhibitors, with trade shows proving to be almost or above 2019 levels. Now our organizers are really doubling down on driving attendance and focusing on the data to provide that individualized, customized experience to help attendees meet their goals and get the best value. Some companies continue to be cautiously optimistic with their organizational spend when it comes to sending attendees, but I think it will continue to improve. As the U.S. Travel Association makes more progress on the U.S. visa situation, we also expect a growing influx of international attendees. What are some innovative ways the LVCVA helps trade show and convention organizers deliver the most value for their events? We focus on customer experience in the same way that trade show organizers are thinking about it. We got rave reviews with the West Hall Expansion of the Las Vegas Convention Center (LVCC), so over the next two years, we will be renovating the North and the Central halls, which will include not just the same look and feel, but also the digital experiences that can be leveraged for branding and sponsorship opportunities.  Vegas Loop, the underground transportation system designed by The Boring Company, is also a way we have enhanced the customer experience. Vegas Loop at the LVCC has transported more than 900,000 convention attendees across the campus since its 2021 launch. Last summer, Resorts World and The Boring Company opened the first resort stop at the Resorts World Las Vegas , with plans to expand throughout the resort corridor, including downtown Las Vegas, Allegiant Stadium and Harry Reid International Airport. The LVCVA also purchased the Las Vegas Monorail in 2020, the 3.9-mile-long elevated transportation system that connects eight resorts directly to the convention center campus. This is the only rail system in the world that integrates fares directly into show badges and registration. For trade show organizers, these transportation options mean saving time, money and effort when it comes to moving groups from the hotels to LVCC and around the city. Also, the more we can focus on building the infrastructure around the convention center, the more it supports the customer experience and ultimately supports our trade show organizers. Scheduled to debut in Q4, Fontainebleau Las Vegas will offer 3,700 hotel rooms and 550,000 square feet of meeting and convention space next to LVCC.  What are some of the plans for advancing DEI (diversity, equity and inclusion) within your organization? We’re currently partnering with instead of working with a leading consulting firm, to lay the foundation and create a solid DEI plan and be the leader when it comes to DEI initiatives. The heart of that journey with the consulting firm is also talking to our customers about their strategic approaches to DEI and driving innovation in this space.  What are your favorite ways to recharge? My husband and I have an RV and we’re outdoorsy people. So, while we have over 150,000 world-class hotel rooms and renowned restaurants right outside our doorstep, one of my favorite things to do is get out to Red Rock Canyon, the Valley of Fire, and Lake Mead. Five of the top national parks are within a three-hour drive from Las Vegas, so there’s a lot you can do. We love balancing the energy of Las Vegas with nature, and we’re noticing that a lot of attendees add activities off the Strip when they come here.  Valley of Fire What advice would you give to women following leadership paths in destination marketing? I think it’s about being laser-focused on what you want to accomplish; building a team around you that lifts you and helps you achieve your goals; and being humble and realizing that you do it as a group. No one gets this done alone. Thankfully, there are a lot of women in leadership in this organization, in our customers’ organizations, and in this city that we can be really proud of. We’re a formidable force that is making things happen.   This interview has been edited and condensed. This article is exclusively sponsored by the Las Vegas Convention & Visitors Authority. For more information, visit HERE.