May 12-14, 2020
Marriott Marquis Atlanta
valentine

A Love Letter to a Paid Social Platform Like No Other

By: Laura Bedrossian, VP, Social Strategy at Hot Paper Lantern

February 12, 2020

As Richard Burton once wrote* to Elizabeth Taylor, “my blind eyes are desperately waiting for the sight of you.”

I too know that feeling: waiting for what I didn’t even know I wanted and needed. Sure, there have been others in my life and there will be more to come along. I’ve had my flings with the likes of Twitter and Facebook, with their seemingly infinite advertising updates and myriad navigation pages to accomplish a simple task. And, of course, I’ve run with the Reddit and Snapchat crowds. But you have always been there for me. Waiting. Getting better in the background as you merged with Microsoft.

VP social strategy, hot paper lantern, laura bedrossian

Laura Bedrossian, VP of Social Strategy, Hot Paper Lantern

As Valentine’s Day approaches, it seems like the appropriate time to break it to you.

This is my confession of my true love for you, my dear LinkedIn Ads.

So, how do I love thee? Let me count the ways (and please accept this oh-so-slightly edited version of Elizabeth Barrett Browning’s Sonnet 43).

I love thee to the depth and breadth of your Objectives Options

My targeting can reach, when feeling out of sight

For the ends of being and ideal contact targeting.

I love thee to the level of every day’s

Most quiet need, by an incredibly easy self-service campaign manager

I love thee freely, as men strive for you to fill out lead gen forms.

I love thee purely, as they turn from conversion tracking.

I love thee with the passion put to use

In my old griefs, and with my social media manager’s faith.

I love thee with a love I seemed to lose

With my lost saints. I love thee with the breath,

Smiles, tears, of all my life; and, if Zuckerberg, Dorsey, and Weiner** choose,

I shall but love thee better after death or a digital purge.


Want more insights on how to use LinkedIn marketing at your organization, straight from the horse’s mouth? Register today for The Social Shake-Up, May 12-14 in Atlanta, where LinkedIn’s Amber Naslund will be speaking—not to mention Hot Paper Lantern’s Laura Bedrossian and marketing leaders at Twitter, LEGO, Nike and more.


This is all to say that I love you, LinkedIn Ads, and how easy you’ve made it for social media managers and brands—big and small—to love you in all the ways that they can (with their budgets and their time).

On top of it all, you don’t even seem to know how special you are. Do you know how easy it is to get support from you if we need help? To simply find what one needs via your easy-to-navigate help solutions? How clearly laid out your ads are, making it so simple that anyone who can read can execute ads on the platform? (Don’t get mad at me, social media peeps, I didn’t say they would be executed well—we still need your strategic minds.)

LinkedIn, if all self-service platforms were like yours, perhaps being with you wouldn’t be as special. Until then, I’ll be waiting for the other guys to catch up.

Happy Valentine’s Day. Please feel free to invite me to your NYC office for a visit. 😉

*though our love will last longer

**I know he is leaving his post, but he will always be one of the big three CEOs to me. 

At The Social Shake-Up

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