Since you're already following MSI, you're probably well aware of the benefits of being on LinkedIn, both as an individual and as a corporation. However, if your company is just starting out, there are some particular benefits of being active on LinkedIn.
This is an obvious one, but important nonetheless. More and more recruitment is done via LinkedIn and the mass of talent online is growing rapidly. As a startup, you want your company to be present on LinkedIn via a company page (including showcase pages) and the personal profiles of your individual employees. And do consider drafting some sort of policy for LinkedIn usage within your company to maximise the effect.
By actively using your LinkedIn company page you get access to valuable demographics about your visitors - and stats about how you compare to your competitors. For instance, if you're aiming for an audience of senior managers, you can shape your content for this particular demographic and monitor the change in visitor demographics over time.
Despite the plethora of social media platforms, LinkedIn remains the best place to engage with professionals within your line of business. Networking and building relationships are still key to success on LinkedIn even if you're starting from scratch - and remember, LinkedIn users have twice the buying power of the average Facebook user.
Build your reputation
Credibility is hard to come by, particularly as a startup. But by actively using LinkedIn Endorsements and Recommendations (via your employees) you can build a sound online reputation rather quickly. Start by endorsing and writing recommendations for your contacts in a positive but honest manner and politely ask thay the do the same for you, preferably by mentioning your company as well. You'll be surprised how willing people are to recommend you when they're met with an outstretched hand. Linkedin recommendations are a super powerful tool - it just takes a bit of work.