Years before ESPN cornered the market on sports coverage, the only way to watch coverage of anything other than the most popular sports activities was by keeping up with “Wide World of Sports”.
That’s where I first got to watch competitive Log Rolling. 
But there is another accepted definition of log rolling which does apply to Social Media.
Log rolling is the tradition of quid pro quo — this for that. Certainly very common in politics as displayed in exchanges of favors but also prevalent in the literary world. The best example would be the blurbs found on book covers where authors provide mutual praise for each other’s work.
How does this apply to Social Media?
Log rolling is a key element of social media. In fact, you are already log rolling.
Every time you like or comment on a post with the hope or expectation that they will like or comment on a post of yours — you are log rolling.
But this is a good thing. The whole point of social media is to be social. Liking and commenting is just that.
Let’s take it a step further. Log rolling with friends is one thing, but what about using this technique to get potential customers to notice you.
A few months ago, I started noticing that there was someone liking every post on one of my Facebook company pages. What she liked is not important. What is important is that she piqued my curiosity. I looked at her profile and found out who she was. As it turned out, she was a supplier from China who was interested in selling me products. She got my attention.
With Facebook though, the person who is watching the company page is not necessarily the person you wish to contact. So let’s shift this discussion to log rolling on LinkedIn.
On LinkedIn — if you’ve done some good work in building your connections — you have first level connections who are prospects that you want to know your name. If they are active posters, you will see them in your feed. Like and comment on their posts and they will see your name pop-up on their notifications.
This also applies to providing recommendations and endorsements on LinkedIn. Ask your connections and offer to provide the same for them — log rolling in its truest form.
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