Linking it up
Even if you know your business needs to be maintaining a presence on social media, knowing exactly what to post is a different matter entirely.
Last month, we shared some of our top tips for managing a business page on Facebook. This month, we’re tackling LinkedIn.
The only social network purely dedicated to professional networking, LinkedIn currently has over 467 million users, with 57% of companies reporting to have a LinkedIn company page.
For businesses in the B2B space, LinkedIn is even more vital: 50% of B2B buyers use LinkedIn when making purchasing decisions.
Ready to learn more about how your business can use LinkedIn? Keep reading…
There’s more to LinkedIn than a company page
To get best results from LinkedIn, managing your company profile page isn’t enough. Posting regular content to your LinkedIn page is valuable, and we’ll get on to what to share in a minute. But, there are limits to what you can do with the company page.
LinkedIn company pages are able to share updates and post links to content, but that’s about it. Company profiles cannot use LinkedIn’s blogging platform, nor can they connect with individuals. You also can’t join any LinkedIn groups with a company profile – only with personal accounts.
This shouldn’t discourage you from setting up and managing a company page on LinkedIn. Do it, but be aware of its limitations. For best results, combine your LinkedIn company page with strategic activity from the whole team.
Encourage the team to share updates posted by your company page, as well as joining relevant business groups. Since only ‘people’ can blog on LinkedIn, enlist employees to become thought leaders on your business’s behalf. Posts can be like what you’d share on a company blog, but keep them in the first person, so they’re more personal. Remember to link back to your website, too.
Now we’ve got that out of the way, let’s take a look at what to post on your business’s LinkedIn page…
Sharing photos can be an excellent source of content for LinkedIn, but there is a caveat to this.
Photo sharing on LinkedIn isn’t the same as posting photos to Facebook or Instagram. All photos should be relevant and professional and accompanied by a meaningful caption. So, avoid posting pictures of the staff Christmas party or office pranks. Instead, share pictures of the team at conferences, awards ceremonies, or other work events.
If in doubt: ask yourself what your clients would think if they saw the photo. If there’s even a chance it’d upset them, don’t share it.
Your LinkedIn company page is one place where it’s acceptable to blow your own trumpet. If you’re nominated for an award, or have won an award, your business’s LinkedIn page is the perfect place to share the news.
If you need people to vote for you to help you win, it’s OK to use LinkedIn for that too. Make sure to do it in a courteous way, and don’t ‘spam’ people with requests!
One of the first things many of us do when we’re job-hunting is spruce up our LinkedIn profile. Many job-seekers also use LinkedIn to research companies any other professionals.
Since it’s already a tool used by job-seekers, LinkedIn is the perfect place to share job opportunities at your company. Encourage your team to share the post so it’s seen by their network of connections.
If you’re smart, you could even encourage employees to share the listing in relevant groups to get it seen by more people. Of course, don’t forget to use your LinkedIn to show culture and expertise. Show applicants your business is a great place to work, and you’ll attract a higher standard of talent.
Sharing your own content should make up a large portion of your LinkedIn activity. However, content needn’t be limited to just blog posts. All of the following content should be shared on LinkedIn:
- Interactive content
- And of course, blog posts
When your PR efforts pay off and land you some media coverage, be sure to share these on LinkedIn.
As always, we recommend posting PR coverage on your blog or website first. This way, you are still driving traffic back to your site to tell them about the article. It’s a win-win!
And finally… what not to post
We’re just going to come right out and say it: don’t post memes on LinkedIn. Not ever. Not even work-related ones.
Not only are they unprofessional, they’re always just a bit lame. Save them for Facebook, Twitter, or Instagram – but only if they’re really funny.
Which social network shall we tackle next? Let us know in the comments!