Making LinkedIn work for your brand

Low Lai Chow

When the Formula 1 Singapore Grand Prix took place in September this year, its title sponsor Singapore Airlines missed a lucrative opportunity to reach out to their prime audience on social media, according to Chris J. Reed, chief marketing officer at Black Marketing Asia.

"Where do you think they (Singapore Airlines) make all their money?" he asked. Business seats was the answer. "You would think… there might be something on their (LinkedIn) company page. No… They didn't mention the Singapore Grand Prix. They spent millions of dollars sponsoring an event they then don't mention in an environment where they're targeting business people they're trying to influence by sponsoring the event."

Reed was speaking at ClickZ Live Singapore, where he presented a session about how companies can magnify brand influence with content marketing and employee marketing on their LinkedIn company pages.