With 30,000 posts published a week on LinkedIn, the social platform is a valuable lead generation tool for companies. LinkedIn’s hold as a platform to network and share relevant content continues to grow, especially with its recent announcement launching its influencer programme. Pulse is fast becoming the tool of choice for any professional looking to amplify a point of view or piece of content – so what is the best way to manage this opportunity?
Sharing content and responding to comments can be a double-edged sword of course and any agreed spokesperson should be responsible for all posts and engagements. We’ve all heard horror stories of social media gone bad – so regular monitoring and sharing of thoughts and ideas will ensure that your LinkedIn campaign doesn’t go bad.
The logic is always to generate and share educational or thought provoking content because when you publish it in your network, it is seen by your knowledgeable industry peers who can spot false truths instantly. Good content is more likely to be promoted to wider networks and other professionals on LinkedIn - tapping into that potential is crucial.
If you’re still waiting in the wings and undecided whether you’re ready to share content on LinkedIn, I have put together my top three tips to help you decide:
• Post helpful and educational content – eBooks and case studies are a good start if you’re struggling to come up with content. Top tips are also a great way of providing a piece of content that can be easily digestible for readers.
• Don’t always promote your own agenda – share industry knowledge that you find from around the Web or on LinkedIn; remember it doesn’t just have to be your own material. Understanding the industry issues your current/potential customers are facing will show empathy.
• Strike a balance – between providing comment and providing analysis. No-one will want to hear you bleat on without providing context. Sure, share your views but healthy analysis of a topic or industry challenge will demonstrate gravitas to your connections.
With a highly engaged community, quality discussions and the ability to generate a decent amount of leads, LinkedIn can be an incredible tool for companies – but as with all social media, it should be used as part of a wider, coherent content strategy.
By Bob Dearsley, Chief Executive at ITPR.
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