spring / 2013

The magazine of branded content

Media Makeover

Social media “rock star” Lori Ruff takes Mr. Finn’s LinkedIn profile to the cleaners.
Social Media
Apr 1, 2013

lori.ruff_.orig_.jpg

Lori Ruff gives lighter fluid for LinkedIn.

Social networking is serious business, and LinkedIn experts Lori Ruff and Mike O'Neil, social media gurus who operate Rock The World Media, might be the most serious couple online. Occupying the #21 and #25 spots on Forbes’ Top 50 Social Media Power Influencers, they bill themselves as the LinkedIn Rock Stars, and their corporate clients include Oracle, Qwest, AT&T Wireless, Hilton Hotels, Janus Capital and American Express.

A quick look at their stats tells a pretty influential story: 60,000 combined LinkedIn connections (maxed out); 200,000 combined Twitter Followers; 12,000 combined Facebook Friends and Fans, and 500+ LinkedIn and Social Media training sessions delivered.

We sat down with Lori, who gave Mr. Finn’s Michael Rovner’s LinkedIn profile a makeover.

Headline

Before: Mr. Finn Content Works

After: Mr. Finn | Creating Compelling Content for Brands | iPad magazines, newsletters, online | Content magazine | One212 mag

Lori says: What's Mr. Finn? You get 120 characters. Put something in that describes what kind of publishing, and what value you bring. When I look at your profile and I see what you do, and who you do it for, I'll click through. It should be more engaging than just the name of your company.

Picture

Before: Me on a golf cart dressed casually.

After: A close up portrait

Lori says: We can't see your face, look you in the eye and build trust. The Internet is not a place that engenders trust, but a photo can help.

Summary

Before: None

After: I've spent the past 20-years contributing to the world’s best publications, The New York Times, Vogue and Esquire. I've been on the launch team of five national consumer magazines and overseen dozens of publishing projects. Let's talk about a content program for your brand. michael@mrfinncontentworks.com

Lori says: Social networking is like a networking event, just online. Don't do it in the third person. First person is better. Be specific. Tell a story.

Contact/Call to Action

Before: None

After: Contact in summary and experience section.

Lori says: LinkedIn's end user license agreement forbade users from sticking content in that didn't match exactly what they were asking. Then LinkedIn went IPO and their employees went from 500 to 2,500—a lot of salespeople, so they wanted to put their contact info in their summary or job description. Your contact info section can have your phone number, where you're located, i.e. BK, NY, Skype handle, Twitter handle. You can also add a call to action about the kind of people who should contact you.

Rich Content

Before: None

After: A video showing our work is now attached to the site.

Lori says: You can now add rich content to your profile. I have Slideshare on my profile, at the bottom of my summary. It can be a YouTube video. If you have one, use it.

Social Media
Apr 1, 2013

lori.ruff_.orig_.jpg

Lori Ruff gives lighter fluid for LinkedIn.