Social Media Week

LinkedIn Makes Its Case for a Permanent Spot in Social Strategy

At Social Media Week, LinkedIn's Melanie English and creator DeAndre Brown made the case for LinkedIn as brand building

linkedin-creators-job-seekers-2024 — Moderator Tameka Bazile, manager of social media strategy at TIME, interviewed English and Brown on LinkedIn strategy at Social Media Week.Ivan Piedra Photography

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Businesses know they need to be on LinkedIn to find employees and interact with other companies. But it hasn’t necessarily been a pillar of brand strategy – creating an identity and finding prospective audiences can sometimes feel challenging if some consider posting on LinkedIn “cringe.”

Melanie English, director of social marketing at LinkedIn, said on stage at ADWEEK’s Social Media Week event in New York this week that marketers who view LinkedIn narrowly are limiting themselves.

“Calling