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Web Marketing Case Study: LinkedIn

While Barbara Lemaire, PhD, was the director of development at Barrett Foundation, a nonprofit organization that helps homeless women and children in Albuquerque, New Mexico, rebuild their lives, she started the LinkedIn group Non-Profit Organizations of New Mexico.

The group helped Barrett Foundation get noticed by Billington Wines, the maker of Big Tattoo Wines, which donates 50 cents of every local sale to a local charity. When the company entered the New Mexico market in 2008, it chose the Barrett Foundation as its beneficiary. The demographic profiles of LinkedIn members are quite close to the demographics of the Barrett Foundation’s typical donor.

Founded in 1985 by Brother Mathias Barrett, the Barrett Foundation provides emergency shelter, food, clothing, case management, critical skills training, and support for women to establish a more stable future for themselves and their children. Although Barrett Foundation has no LinkedIn profile itself, it uses its website and newsletters, direct mail, Facebook, print ads, and social networking offline.

LeMaire created her own LinkedIn profile and then the group’s profile, after participating in a webinar and reading many articles.

Now the chief strategist and CEO of Social Media Made Simple, LeMaire recommends that small businesses contribute to groups, participate in LinkedIn Answers, reach out to connections, and offer excellent content in their updates. “I measure my success by the number of discussions I can contribute to,” and of course, by new clients. “Recommendations are an important part of my profile.”

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