We have seen LinkedIn engagement for clients be as effective as earned media in terms of engaging partners, employees, customers, media and others.
Ideally, everyone from the CEO down will be highly active on LinkedIn drawing as much attention to your organization as possible. This gives the company credibility through its executives and employees, and vice-versa.
Here are a few tips we've shared to help bolster engagement on LinkedIn for organizations we support:
Elevate executives’ visibility on LinkedIn, sharing their posts to the company page, including POVs when possible.
Diversify content to have a mix of text, image, video, articles, documents and curated content. Good things to keep in mind: Text-only performs better for individuals than company pages, photos and videos work best when vertical, and the sweet spot for uploaded decks is 12 slides.
Engage with content externally, commenting on reporters' posts, liking and amplifying posts from industry organizations and partners, etc.
Post more frequently. Quality > quantity, always, but with increased activity, we see increased engagement. LinkedIn recommends up to five posts per week (or max 20 posts per month). Any more, and your reach could be throttled. If this seems daunting, lean on curated content and executive POVs to ramp up post frequency until a steadier content engine is up and running.
Publish bylines and company news as LinkedIn articles. Articles rank near the bottom for reach (0.57X median reach), but Google recently began indexing them, giving them more longevity and a wider reach beyond LinkedIn. (Bonus tip: Send your articles out as newsletters for a 4X performance boost vs. standalone pieces.)
Our all-senior team is always available to answer questions you may have about LinkedIn and other social media. Reach out if we can provide support.
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