Tag Archives: linkedin

Getting Your Message out on Linkedin

Linkedin PublishingLinkedin Publishing

I’ve been focussed on Facebook for a while now – time to turn our attention to another platform where you and your business can shine. Linkedin has upgraded their publishing platform to allow a full article, an image, links, and tags. It is designed to highlight Linkedin member’s original content. This feature has not been made available to all Linkedin users yet, but it will be soon.

You will know if you have this option if you see “Publish a post” as another option next to “Share an Update”. When you click on this link a word processing feature will pop up and there you will be able to upload an image – strongly recommended, Write your headline – critical to capture the interest of your audience, and write the body of your article. You can hyperlink words and phrases to other URL’s and add tags at the bottom. Tagging your article assists Linkedin display your material to the right audience, and better allows members to find your post while searching categories.

The publishing feature is far more powerful than simply sharing an update. By displaying your entire work directly on the site, rather than a brief introduction and link to a blog, readers are more likely to get your entire message. The image, links, and tags also make the post more engaging and visible. This is a great opportunity to showcase your expertise and position yourself as an industry leader. Your published posts will be shown to you connections on their notifications tab. Even if they don’t read your material, you will be top of mind if you use this feature correctly.

Some things to keep in mind about Linkedin’s publishing feature

  • It is intended for original content. If you want to share an article of value to your audience, write a thoughtful and substantive introduction and summery, linking the article as a reference. This demonstrates your knowledge of the subject matters and shows more initiative than only sharing content from others.
  • Don’t use this feature to sell your products and services.  Posts that are heavily promotional in nature may be excluded and your account may be flagged. Just like with all forms of social media, think of giving before receiving.
  • Share your insights, advice, success stories, horror stories, and anything that can add value to those who are interested in your industry.
  • Linkedin will show distribute your article to the Linkedin members who are most likely to want to see it, based on their profile, interactions, and engagement on the platform. The higher the quality of the content you provide, the more likely you are to have your work displayed to greater numbers of people who are active on Linkedin.
  • Your article will be available through searches, not only on the Linkedin platform itself, but through online searches.
  • This is a great alternative for those who do not have a blog, but want to create their own content. Your posts can be shared in Linkedin groups, on other social media channels, or through email.
  • Remember to engage with others on their posts. By liking and commenting on the posts of people in your network, you reinforce your connection and increase the likelihood that they will think of you when your service is needed.
  • Be consistent. Commit to a regular posting schedule, write your articles, and publish routinely. I recommend publishing a unique post between 1/week and 1/month.
  • Focus on quality over quantity. Unlike blogs where SEO is a factor that drives article length, Linkedin and its members reward valuable content, even in small doses. Sometimes less is better.

I hope these Linkedin publishing tips have been of value to you. Please let me know if you have any questions or check the Linkedin Help Center for answers.

10 Social Media Mistakes Made by Business

Laurel and Hardy Learn from Others’ Folly

There are a lot of “How to” tips out there, I’ve written quite a few myself.  It can be just as effective to learn what not to do by seeing how others are handling, or mishandling, their social media. This blog is an extended version of the talking points on social media errors I’ve prepared for my interview on the Arnette Show.

Businesses are Flocking to Social Media sites like Facebook, Twitter, and Pinterest to market their business, but do they know what they are doing? In many cases, yes. Those savvy business owners have researched the field, they know the what, when, how, and why of their inbound marketing approach. They may have reached this level of sophistication through their own efforts, or maybe hired a professional company such as ours to help them. Either way, they are well positioned to take advantage of the benefits others are seeing on social media sites. For companies that are not getting such a great return, here are a few tips to improve your digital presence by seeing the mistakes you may be making, probably without even knowing it.

Here are some mistakes businesses are making on social media:

  1. Fire Hose Approach – If you don’t have huge resources to dedicate to your inbound marketing campaign, start small and build from there. Begin with Facebook and get comfortable with that, then add Twitter or Linkedin Groups, Pinterest, etc.
  2. Trial and Error – Sometimes learning the hard works, other times it is just not efficient or effective. Get professional help, but if that is outside your budget, do your own research to make sure your sites are set up correctly and your on the right track. All of the platforms have good help sections that answer most of your technical questions.
  3. Me, Me, Me – Businesses that don’t understand or accept the Social nature of Social Media treat it like a megaphone on the corner announcing products, services, and specials…annoying others with mono-directional communication.
  4. Social? –  It is easy to get so caught up in the tasks of running an inbound marketing campaign that you forget to be social. When someone posts a comment, likes, or shares your post, it is not just good manners to respond. Acknowledging the effort someone took to interact is a demonstration of your connection to your audience. The converse is also true…no response = lack of connection, which does nothing to build a positive digital presence.
  5. Follow Me – When business pages connect with other pages, it is considered good form to connect back. This is especially true on Twitter. If you want others to like and follow your pages, but you do not respond in kind, you are sending a message that energy only flows one way, and again, not good for the business presence.
  6. Poor Image – It is amazing how many businesses make the effort to create a Facebook page but don’t bother with how it looks. At a minimum, a good cover image and a correctly sized profile picture is the least you should have on your page. Try to look at your digital presence from an outside perspective and ask yourself if you came to your page with no knowledge of the business, would you be impressed?
  7. Too Much Text – People are visual and respond best to images. Try to include a picture with every post and by all means, keep text to one or two sentences. Whole paragraphs or two reflects a misunderstanding of how people use and want to relate to social media.
  8.  Guilt by Association – Who you like and follow is a reflection on your company’s image. Make sure you are connected to quality business pages that also make you look good. They don’t all have to be in your industry. As a matter of fact, business pages with connections to other local business in other fields demonstrates a broader sense of community. Not liking any business pages is also a bad sign, going again to that issue of social and connections.
  9. Over or Under Posting – There is a right amount of content distribution for your business. A good guide to use is  5 – 10 posts per week, spread out over 7 days at various times. This keeps you present with your audience.  Too much and you will annoy your audience and they will leave you. Too little and they will forget about you all together.
  10. Spamming Linkedin – Because you can reach your connections through inmail on Linkedin, some people take this as an open invitation to promote themselves to everyone they know. The upgraded service allows even greater access to Linkedin members, making it even easier to send unsolicited messages to people. Not cool. A better way to interact on Linkedin is to get into some groups and start engaging in the dialogs there.

I hope these suggestions were helpful. If you need help with your social media management, please contact us for a complementary consultation.