LinkedIn<\/a>\u00a0was the subject to a\u00a0major IPO last week and has seen share prices soar by 110% in just a week<\/a>. This was particularly interesting as it is one of the first major social networks to go public and really is unexplored waters. For whatever reason, the news made me consider why is LinkedIn often left forgotten by marketers. Having worked in the social media industry for awhile, it tends to be that clients (and companies) just decide to set up a LinkedIn channel along with their new Facebook and Twitter pages, but rarely know why. In keeping with football clubs slow adoption of social media, LinkedIn is barely recognised by the major commercial teams.<\/p>\n LinkedIn recently hit the\u00a0100 million members mark<\/a>\u00a0and with it\u2019s recent success in the market, it needs to be taken seriously.<\/p>\n Sure, LinkedIn is typically less social than Twitter and Facebook. And yes, most of your colleagues and business contacts probably don\u2019t care about your football team, so why would you ever bring that aspect of your personal life into a predominantly business-focused\/recruitment platform? But that doesn\u2019t excuse \u2018social media chiefs\u2019 ignoring it altogether.<\/p>\n A very quick search shows that there is a demand and there already communities set up. A \u2018Manchester United Supporters<\/a>\u2019 group has near 2.5k members, the\u00a0Arsenal equivalent<\/a>\u00a0has 2.1k. These are unofficial groups moderated by fans, but set up for the purpose of like-minded supporters to connect with each another, and potentially do business whilst expanding their own personal network. By using a shared interest in football, it creates a casual and comfortable first point of contact in which relationships are already created. We all know that businesses exploit this bond between fans, if in doubt, just look at the number of corporate hospitality tickets on sale every season. The fans do use the channels, and they clearly want to connect with other supporters, despite the more formal nature of LinkedIn.<\/p>\n But how can football clubs manage these channels I hear you ask, and more importantly why?<\/p>\n