Now that you have created your LinkedIn page and begun to post, you can start building connections.

It is a good idea to have one person chosen to manage your page so that you maintain a consistent message and so there is someone responsible for monitoring the conversation.

To start with, you will need to connect with as many people as possible. If you want to engage with the maximum possible number of people, you need to build a strong network. Ask all the people you know to connect with you. Think about your paid staff (if your NFP has any) your board, your volunteers and your supporters. Invite them directly via LinkedIn or send out a newsletter inviting them to connect.

Don’t send invitations to people you don’t know – if too many refuse them, you will be warned not to disturb people you don’t know and a second breach can stop you from sending invitations forever. If you think that someone you don’t know will make a valuable connection, ask a common connection to introduce you or send them a private message.  LinkedIn is about networking so the systems are there to use, but be respectful about it.

After you have connected with a certain number of people, make sure to be active across the network. The great thing about LinkedIn is that it creates a professional environment rather than echoing the Facebook “distract and relax” medium. Join and participate in relevant groups – there are many of them oriented towards the different aspects of the running of NFPs – and take the effort to be active by taking part in discussions, commenting, asking questions etc. From such groups, you are likely to find even more connections and sometimes, if relevant, you can post a link to your website/blog and get some targeted traffic.

Having all of the above in mind, building your LinkedIn presence may not be the easiest part of social marketing for NFPs, but it is worth the efforts. In any case, what you need to do is be persistent, patient and attentive to detail. It may take anything from a couple of months to a year to build your network and engage with it, but afterwards you will have a great source of traffic and popularisation. Start work now and you will soon enjoy the results!