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On 5 May, the Marketing and Communications Committee of the European Business Association, in partnership with ADDLIUM<\/b> and Perfect PR<\/b>, hosted a webinar titled “How Businesses Build Reputation and Trust: The Role of LinkedIn in Modern Communications.”<\/b><\/p>\n
Speakers Dmytro Suslov<\/b>, Founder and CEO of ADDLIUM, and Nataliya Ulynets<\/b>, Founder and CEO of Perfect PR, shared their approaches to using LinkedIn as a tool for reputation management and B2B communications.<\/p>\n
On Reputation<\/strong><\/p>\n According to Nataliya, reputation acts as a company’s “immune system”. It forms regardless of whether a business manages it systematically or not. The expert emphasised that reputation should be viewed as an asset that directly impacts stakeholder trust and business performance.<\/p>\n Key reputation measurement metrics<\/b> to consider include:<\/p>\n LinkedIn: The Priority Channel for B2B Communications<\/strong><\/p>\n Dmytro highlighted that high-quality communication on LinkedIn significantly influences conversion rates and business results within the B2B segment.<\/p>\n In B2B communications, maintaining constant contact with partners is particularly vital, as decision-making and deal-closing processes are often lengthy. Regular, high-value content ensures a brand stays “top of mind” for potential clients throughout the entire customer journey.<\/p>\n Dmytro\u2019s primary recommendation for developing a LinkedIn profile<\/strong> is to define the purpose of your presence. Whether it is building social capital, establishing expertise, or creating an additional sales channel, the objective must be clearly formulated from the outset.<\/p>\n The speakers also addressed common business mistakes on LinkedIn<\/b>, such as:<\/p>\n\n