{"id":19289,"date":"2021-11-09T14:12:09","date_gmt":"2021-11-09T14:12:09","guid":{"rendered":"https:\/\/thesocialelement.agency\/?p=19289"},"modified":"2021-11-09T14:12:10","modified_gmt":"2021-11-09T14:12:10","slug":"is-linkedin-the-right-platform-for-your-brand","status":"publish","type":"post","link":"https:\/\/thesocialelement.agency\/is-linkedin-the-right-platform-for-your-brand","title":{"rendered":"Is LinkedIn the right platform for your brand?"},"content":{"rendered":"\n<p>I<strong>f you spend time on LinkedIn, you may have noticed that the platform\u2019s on a drive to make the site more engaging for both individual users and brands.<\/strong><\/p>\n\n\n\n<p>LinkedIn has made some interesting changes to its company pages, such as introducing <a href=\"https:\/\/www.searchenginejournal.com\/linkedin-pages-can-now-publish-long-form-content\/419848\/\" target=\"_blank\" rel=\"noreferrer noopener\">Articles and Live Events<\/a>. You\u2019re now able to publish long-form content (similar to PULSE articles), on your company page. It\u2019s introduced new ways to measure the impact of employee advocacy on content engagement and reach. If that isn\u2019t enough, it\u2019s also added a <a href=\"https:\/\/www.searchenginejournal.com\/linkedin-pages-updated-with-new-features\/396830\/#close\" target=\"_blank\" rel=\"noreferrer noopener\">Community tab<\/a> to brand pages to let coworkers share content easily.\u00a0<\/p>\n\n\n\n<p>With these changes, it makes it so much easier for your brand to discover and engage with employee content. To add to the intel, you\u2019ll also see the impact of different kinds of content, to see what\u2019s working (which helps with creating an effective content strategy) and <a href=\"https:\/\/www.linkedin.com\/feed\/update\/urn:li:activity:6468399422211444737\/\" target=\"_blank\" rel=\"noreferrer noopener\">help your brand<\/a> grow its audience.<\/p>\n\n\n\n<p>LinkedIn has also clamped down on people gaming the system to boost engagement numbers (posting multiple times a day with polls, for example). It has deprioritised some types of content (like slide decks and videos), prioritising conversations instead. As a result, members are reengaging with the platform &#8211; <a href=\"https:\/\/business.linkedin.com\/marketing-solutions\/blog\/linkedin-b2b-marketing\/2020\/ready-your-business-for-2021-sales-and-success\" target=\"_blank\" rel=\"noreferrer noopener\">conversations <\/a>between LinkedIn connections increased by 55% in 2020.<\/p>\n\n\n\n<p>If you\u2019ve put LinkedIn on the back burner in recent years, it could be time to reevaluate what it can do for your brand.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>How to get engagement on LinkedIn<\/strong><\/h2>\n\n\n\n<p>Here are my tips for improving your brand\u2019s engagement on LinkedIn.&nbsp;<\/p>\n\n\n\n<ul><li><strong>Focus on the human element<\/strong>\u00a0<\/li><\/ul>\n\n\n\n<p>LinkedIn is powered by people. Thirty percent of company page engagement <a href=\"https:\/\/business.linkedin.com\/marketing-solutions\/blog\/linkedin-company-pages\/2020\/linkedin-pages-and-elevate--better-together\" target=\"_blank\" rel=\"noreferrer noopener\">comes from employees<\/a>, who are also 14 times more likely to share their employer\u2019s company page content than other types of content. This should be organic, not forced &#8211; so focus on creating the kind of content that employees want to share.\u00a0<\/p>\n\n\n\n<ul start=\"2\"><li><strong>Understand the algorithm<\/strong><\/li><\/ul>\n\n\n\n<p>Like all social media platforms and apps, LinkedIn wants to keep people on the site. The algorithm prefers it when you don\u2019t link away from the site. Try to create more content specifically for LinkedIn rather than using it to promote content you\u2019ve posted elsewhere.<\/p>\n\n\n\n<p>As with other networks, LinkedIn is trying to promote high-quality content that people want to engage with. Experiment with the right format, content and time of posting. If the post gets a good amount of engagement soon after you publish it, the algorithm gives it a bit of a boost, and it\u2019s more likely to continue appearing in people\u2019s feeds. If a post gets a lot of engagement, LinkedIn editors will look at it and assess whether it should continue to feature in people\u2019s feeds (or even promote it as a <a href=\"https:\/\/www.linkedin.com\/help\/linkedin\/answer\/72665\/news-on-linkedin?lang=en\" target=\"_blank\" rel=\"noreferrer noopener\">LinkedIn editors\u2019 pick<\/a>).<\/p>\n\n\n\n<p>The algorithm prioritises content <a href=\"https:\/\/www.jdsupra.com\/legalnews\/5-reasons-to-share-company-content-on-1194184\/\" target=\"_blank\" rel=\"noreferrer noopener\">shared by individuals<\/a> over companies. So a post will do better when it\u2019s shared by employees.\u00a0<\/p>\n\n\n\n<p>It favours frequent high-quality content (including posting over the weekend) but doesn\u2019t like it when people or Pages post content at <a href=\"https:\/\/www.falcon.io\/insights-hub\/topics\/social-media-strategy\/how-the-linkedin-algorithm-works\/\" target=\"_blank\" rel=\"noreferrer noopener\">the same time every day<\/a>. Ideally, your brand should be posting to LinkedIn in a similar way to an individual (when you have something to share\/say) rather than scheduling content in an attempt to feed the algorithm).<\/p>\n\n\n\n<ul start=\"3\"><li><strong>Have a purpose and know your audience\u00a0<\/strong><\/li><\/ul>\n\n\n\n<p>Shareable content on LinkedIn is:<\/p>\n\n\n\n<ul><li><strong>Purposeful<\/strong> &#8211; there\u2019s real meaning behind it. Something that people can be passionate about or have an opinion on<\/li><\/ul>\n\n\n\n<ul><li><strong>Emotive, personal or story-driven <\/strong>&#8211; it needs to provoke a reaction, especially as many people still use LinkedIn passively (between one and two percent of people post, the rest \u2018lurk\u2019)<\/li><\/ul>\n\n\n\n<ul><li><strong>Something that inspires pride <\/strong>&#8211; don\u2019t we all want to be proud of the company we work at? It\u2019s much easier for people to share branded content when it reflects well on them<\/li><\/ul>\n\n\n\n<p>It\u2019s also a great idea to reciprocate. Use the Employee Posts tab to keep up to date with what employees post on LinkedIn and like, share or comment on posts now and again. Engagement is a two-way process now. Use your Page as you would your personal LinkedIn page &#8211; that\u2019s to say, share posts, reply, like etc.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Would your brand benefit from using it more?<\/strong><\/h2>\n\n\n\n<p>LinkedIn is a place where B2B and B2C marketing can have some cross-over as it\u2019s driven by recruitment, personal development and networking. We might be on LinkedIn for professional networking, but the content brands post on there could also influence our purchasing decisions as consumers.<\/p>\n\n\n\n<p><strong>But if you decide to be on LinkedIn, treat it as you would any other network: <a href=\"https:\/\/thesocialelement.agency\/social-media-services\/insights\" target=\"_blank\" rel=\"noreferrer noopener\">analyse your audience<\/a>; create unique content with purpose; and constantly evaluate your programme.\u00a0<\/strong><\/p>\n\n\n\n<p>It could deliver more than you think.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>If you spend time on LinkedIn, you may have noticed that the platform\u2019s on a drive to make the site more engaging for both individual users and brands. LinkedIn has made some interesting changes to its company pages, such as introducing Articles and Live Events. You\u2019re now able to publish long-form content (similar to PULSE&hellip;<\/p>\n","protected":false},"author":61,"featured_media":19290,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"sync_status":"","episode_type":"","audio_file":"","transcript_file":"","castos_file_data":"","podmotor_file_id":"","cover_image":"","cover_image_id":"","duration":"","filesize":"","filesize_raw":"","date_recorded":"","explicit":"","block":"","footnotes":""},"categories":[612],"tags":[],"series":[],"episode_featured_image":"https:\/\/thesocialelement.agency\/wp-content\/uploads\/2021\/11\/alexander-shatov-9Zjd7PE_FRM-unsplash.jpg","episode_player_image":"https:\/\/thesocialelement.agency\/wp-content\/uploads\/2019\/01\/Genuine-Humans.jpg","download_link":"","player_link":"","audio_player":false,"episode_data":{"playerMode":"light","subscribeUrls":{"amazon":{"key":"amazon","url":"https:\/\/music.amazon.com\/podcasts\/3abc34c3-ff60-4a78-b347-6119461b7ed1\/GENUINE-HUMANS","label":"Amazon","class":"amazon","icon":"amazon.png"},"apple_podcasts":{"key":"apple_podcasts","url":"https:\/\/podcasts.apple.com\/gb\/podcast\/genuine-humans\/id1561811296","label":"Apple Podcasts","class":"apple_podcasts","icon":"apple-podcasts.png"},"google_podcasts":{"key":"google_podcasts","url":"https:\/\/podcasts.google.com\/feed\/aHR0cHM6Ly90aGVzb2NpYWxlbGVtZW50LmFnZW5jeS9mZWVkL3BvZGNhc3Q?sa=X&ved=0CAYQrrcFahcKEwiQz-mM7dzvAhUAAAAAHQAAAAAQAQ","label":"Google Podcasts","class":"google_podcasts","icon":"google-podcasts.png"},"spotify":{"key":"spotify","url":"https:\/\/open.spotify.com\/show\/7jkfw0qeUlwrauhfy2pCGU","label":"Spotify","class":"spotify","icon":"spotify.png"},"youtube":{"key":"youtube","url":"","label":"YouTube","class":"youtube","icon":"youtube.png"}},"rssFeedUrl":"https:\/\/thesocialelement.agency\/feed\/podcast","embedCode":"<blockquote class=\"wp-embedded-content\" data-secret=\"AWBclOgyJ8\"><a href=\"https:\/\/thesocialelement.agency\/is-linkedin-the-right-platform-for-your-brand\">Is LinkedIn the right platform for your brand?<\/a><\/blockquote><iframe sandbox=\"allow-scripts\" security=\"restricted\" src=\"https:\/\/thesocialelement.agency\/is-linkedin-the-right-platform-for-your-brand\/embed#?secret=AWBclOgyJ8\" width=\"500\" height=\"350\" title=\"&#8220;Is LinkedIn the right platform for your brand?&#8221; &#8212; The Social Element\" data-secret=\"AWBclOgyJ8\" frameborder=\"0\" marginwidth=\"0\" marginheight=\"0\" scrolling=\"no\" class=\"wp-embedded-content\"><\/iframe><script type=\"text\/javascript\">\n\/*! 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