I have long been a pay it forward advocate, and my book - Linking in to Pay it Forward - talks about how people can help other people using social media. I believe that social media - and LinkedIn in particular - is the biggest pay it forward playground in our history!
By paying it forward through social media you are also helping your business through community relations, and if you're a larger company, your corporate social responsibility program. It builds customer good will and attracts employees to a company that gives back.
Using LinkedIn if you're a Small Business or Corporation
1. LinkedIn Company Page - add a section to your Company Page that highlights your charitable work in the community. Add a description of your community relations program to the list of benefits in the Careers section of your Company Page.
2. Find Board Member/Volunteer Opportunities - search both the Groups and People sections of LinkedIn to find charitable organizations and foundations that might be looking for board members, committee members and other volunteers. Make those opportunities available to your staff and employees.
I know an owner of a marketing firm in North Carolina who is a communications volunteer for several charities in her area. The benefit to her (besides helping others)? The board members she serves with often use her firm for projects because they have worked with her in a volunteer capacity and know the quality of her work.
3. Events - hold a community event that benefits a local charity and publicize it through the LinkedIn Events application. Invite customers and potential customers and let them see your team giving back to the community.
I'm not saying support a charity or hold an event for the sole purpose of promoting your business. Do it because it's the right thing to do and because you should give back to the community where you're business is located.
4. Connecting your Connections - I have more than 12,000 connections on LinkedIn. When people ask me why I have so many, my favorite response is because I have 11,999 people who can potential help the one person who comes to me asking for assistance. Tap into your network to help other people. Pay it forward.
Using LinkedIn if you're a Non-profit or Foundation
1. Set up a charitable group on LinkedIn - as a non-profit, one of the best ways to get the word out through LinkedIn is to set up a group and let you stakeholders and potential donors know about it. Invite them to join the group and participate in the community. Include the group URL in all of your constituent-facing communications and promote it.
2. Events - publicize an upcoming fundraiser through the Events application on LinkedIn. It's a quick and easy way to promote the event. Let your network know about the event, invite them to come, and suggest they do the same with their connections.
3. Status Bar - Include weekly updates of your organization's activities through the LinkedIn status bar. Spread the message by sending out an email to staff, board members and volunteers suggesting the do the same.
4. Board member and volunteer recruitment - use the LinkedIn people search to find board members and/or volunteers that meet your criteria. Post a discussion in key group asking for volunteers for projects you may have upcoming.
Final Thoughts
With more than 175 million professionals on LinkedIn, the opportunities to use it for good are endless. I have actually helped people in Warsaw, Poland by connecting them with someone in Chicago. I don't hesitate to introduce other people to each other where on connection can help the other.
One caveat - don't flood your network with too many requests for help. Be selective and promote with care. Just like any other activity on LinkedIn you need to respect your network.
The pay it forward habit is an easy one to get into - you're already half way there. When someone does you a favor, instead of returning that favor, pay it forward and help someone else.
You can tap into your network wherever you are and paying it forward both locally and around the world. It's a great habit - one that's good for your business and your community.
Want to connect on LinkedIn? Send me an invite and I'll gladly accept your invitation!