Social Media Strategies: Don't Remain 'Anti-Social'

McKenna believes that social media interaction, and LinkedIn in particular, is a great leveler for small- and mid-sized companies. She claims it's easier for these companies, with few divisions and more centralized control, to create a strong and cohesive branding message through a LinkedIn Company Page than larger companies. "Not leveraging LinkedIn Company Pages in a meaningful way is a missed opportunity," McKenna declares. "A Company Page offers significant opportunities and, with the exception of the Career tab, there is no cost."