LinkedIn defines its mission as connecting the world’s professionals to make them more productive and successful, and that’s exactly how the platform functions. Launched in 2003 and acquired by Microsoft in 2016, LinkedIn is the professional social media network.

Here’s how businesses can use it:

• Strategy: Think “business to consumers” and “business to business” connections when writing an annual communications strategy.

• Publishing: Compartmentalize content, focusing on different assets and brand priorities. LinkedIn offers a highly engaged audience that reacts to your publishing frequency. The key is to be consistent and not broadcast everything.

• Hashtags: This is the currency and the key to unlocking reach, followers, and engagement. Requires consistent deep research, balance, and subject relevance.

• Audience: LinkedIn offers a great professional audience and an opportunity to glean takeaways from your comp set. It also offers a unique opportunity for resource hunting and collaboration.

• Creative: Content is more relevant on LinkedIn but who says you can’t be creative at the same time? Use photos, video, blog posts, etc. to secure mileage and engagement.

(This is the sixth of 10 Digital Digest articles, provided courtesy of the MPE Caribbean Report, which offers travel and tourism news weekly. It is published by US-based integrated marketing agency Marketplace Excellence, which has an office in Richmond Hill, Ont. www.marketplaceexcellence.com)