Mike Manuel: The Innovation 50

Senior manager, content marketing and social media, corporate communications, LinkedIn

While at Porter Novelli for 12 years, Mike Manuel became known for pioneering social media strategy and integration into overarching communications and PR programs. Some of the clients for which he managed social media content strategies, media production, and daily publishing needs for included PlayStation, Yahoo, and DC Comics. Less than a year ago, he joined LinkedIn to beef up the social network’s content marketing and social media chops. He applies his expertise to orchestrate strategies for LinkedIn as well as collaborating with LinkedIn business groups and partners on content ranging from LinkedIn intra-network promotions to media relations and influencer outreach.

Content is key to LinkedIn’s expansion and revenue plans. The site recently announced plans to syndicate its free content that famous people post on its social network, which if successful will further cement LinkedIn as a publishing powerhouse. LinkedIn has also made a number of acquisitions, including online learning company Lynda.com and business marketing specialist Bizo.

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