Sat, 7 April 2018
Welcome to episode 203, after a weeks break for the Easter holidays we are back and this week I want to talk about engagement……quite possibly the single most important thing you should consider when using LinkedIn!
I have mixed feelings about this, as you know I love video and the ability to post videos from a company page is a positive thing but then again, the people that manage company pages tend to be stuck in a mindset of promotion……so we can expect to see a lot of boring corporate, ‘look at how amazing we are’ videos….joy!
I still think video from a personal page is by far the best way to encourage engagement.
LinkedIn are now rolling out the ‘find nearby’ I have mentioned previously to mobile apps (roll-out is ‘account specific’ not ‘device specific’).
Promotion simply doesn’t work on LinkedIn…or at least, it very rarely works so that poses the following question;
“If we are using LinkedIn to win new business and promotion doesn’t work…why bother with LinkedIn?”
The answer is simple: LinkedIn allows you to achieve two key things that will help you win more business;
Both of these factors are achieved by one thing…….Engagement
Engagement - the development of conversations on LinkedIn. This is the key to success in my opinion.
How to engage
The first point about finding the right content is dependant on searching for content (keywords and Hashtags) as well as ensuring your homepage feed is full of comment-worthy posts. This is achieved by;
The algorithm has to make decisions as to what to show you in your feed, if it showed you every post from every connection you wouldn’t be able to make any sense of it.
There are probably more factors, LinkedIn doesn’t tell us how this is done but we know it’s an algorithm and that can only work from data/activity based instructions. You need to think of yourself as being a ‘programmer’ through your actions.
This is important to consider in terms of what you see but even more important to consider when you are posting! Who will see your post and can you influence this in your activities?
Some people have suggested that LinkedIn should allow us to control our own feed…this is unrealistic as very few would use it.