Abstract: Taking in consideration the development of digital self-representation formats companies should pay extra attention to the online channels where they make appearances, share their company values or latest news. LinkedIn is still partly a new communication area that allows companies to talk about themselves and a platform that even further initiates dialogue with the stakeholders. The article aims to overview the main characteristics of the corporate profile in the business social media, highlight genre specifics and successful rhetorical approaches used for the effective usage of the website as well as to differentiate LinkedIn among other online tools for corporate digital self-presentations. The article presents business communication features on LinkedIn and gives practical advice for successful development and maintenance of a company page on LinkedIn.

Keywords: business communication, corporate image, self-presentation, web writing, netiquette, professional social network, online content, stakeholders.

Rhetoric and Communications E-journal, Issue 20, November 2015, rhetoric.bg/, journal.rhetoric.bg, ISSN 1314-4464

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