One of the things I get asked about the most during social media training and meetings is how to make the most out of LinkedIn –LinkedIn business pages specifically.
First of all it is important to note that LinkedIn has less users than other social media platforms (except for Twitter) and that those users visit LinkedIn less frequently than users visit other social media platforms. Where 76 per cent of Facebook users visit the site daily, only 18 per cent of LinkedIn users do so (PEW Research centre). This generally means that it will take longer for your posts to be seen by your followers and that you can expect fewer page followers and a lower reach. However, this is not a negative thing – less really is more, in this case. While you may reach fewer people and have fewer followers the quality of users on LinkedIn is usually better. This is especially true for B2B businesses as the platform is used by business professionals.
With that in mind, here are a few tips to boost your LinkedIn engagement – these are applicable to both your personal and company LinkedIn page.
1.Make sure your updates are public
Since a few months ago you can make your LinkedIn status updates visible to the public – #winning! This means that your posts will reach people outside of your circle of followers and those who are not signed into their LinkedIn accounts. In order to do this you need to make sure that your settings are correct, which can only be done via a desktop browser (yes, this isn’t ideal).
To do so click on the “Me” icon at the top of your LinkedIn home page and click “Privacy”. Then click on “Followers” under the “Blocking and hiding” section. You will be able to switch between “Your connections” and “Everyone on LinkedIn”. See below.
When creating a post from your company page you will have an option of posting to the public or a targeted audience. Both are great depending on what you want to achieve with your post. Previously company pages could only post to a targeted audience or “all followers”. Below is a step by step guide, from LinkedIn, on how to post an update on a company page. This guide includes the aforementioned options.
2.Like your own posts
What? Yes, I said it, like your own posts. It might go against everything you believe, and make you feel arrogant, but do it anyway. Why? Because people are more likely to like or comment on a post that someone has already engaged with (we are sheep like that).
3. Be sociable
I cannot emphasise this point enough, and it goes for all social media platforms. When someone talks to you, by commenting on a post, reply – even if all you say is “thank you for your feedback” or “we are glad you found this interesting”. You can also simply like user comments to show them that you appreciate their interaction. If you reply to your followers you start a conversation – this could lead to them replying again and sharing your post.
4.Post fewer images
I bet I have just disrupted everything you have ever learned about social media – I know – I felt the same. While images and links work wonders on other platforms they do not seem to be best practice on LinkedIn, and I understand why.
People come to LinkedIn with more serious intentions and to interact with other professional business people. Text-only posts work best on LinkedIn because they appear, and should be, more original and more personal. Share your personal experiences, advice, and even your aspirations (work related of course) with others and they will be more likely to engage.
Remember that LinkedIn allows you to use up to 1300 characters per update – so you can really dig in and share a short story or blog, but it is best not to make posts too long. Bear in mind that LinkedIn cuts off your post adding a “See More” tab after three lines on a desktop and five on mobile; so make sure that these first lines pack a punch. Don’t shy away from asking people to share their opinions – this is how conversations are started.