Marketel’s Bobby Destounis headed to Toronto to talk about tapping into the less-ventured-into but lucrative social space of LinkedIn.

In the trifecta of social media super-greats we have Facebook, Twitter, and LinkedIn, but out of the three, most brands tend to not have anywhere near as much presence on LinkedIn as they do on the other two. Since Marketel pioneered a major LinkedIn campaign for our client Air Canada, Bobby Destounis, Director of Digital Strategy, took the stage as part of an expert panel at a conference in Toronto entitled Driving Customer Engagement and Results in Today’s Social Landscape. To support the presentation of Jonathan Lister, Head of LinkedIn Canada, Bobby offered key insights on how to leverage and strengthen the weakest link, so to speak.

Our resident digital dynamo counselled reps from other businesses on best practices, dos and don’ts, and the art of risk-taking, and helped position Marketel and our client as leaders in the social space. Not many brands use LinkedIn to its full potential, but the opportunity is there. No other site engages the young business crowd in the same capacity, which is why Marketel created a multipartner initiative with Elle, AskMen, and Sony for Air Canada’s promotion of the Montreal–Toronto city route. This innovative campaign was successful and inspirational, and a great example of how to connect with this prosperous audience.

Bobby’s takeaway advice encouraged businesses to explore LinkedIn as an integral part of a solid marketing and communication strategy, but to make sure that their content is relevant, otherwise they shouldn’t be there at all.