Expect social media sites to keep evolving, with the influence of some waning while the power of others increasing. One that is currently growing in importance, especially in the B2B world, is LinkedIn. It is now the third-fastest-growing social network, and because the site is very professional and business focused, this growth may be able to help you and your company.
To prove it, a two-year research study of two million monthly visits to corporate websites found that fully two-thirds of those visits originated from or were referred by LinkedIn users. This is nearly four times more than Facebook, which came in second.
However, much of your success and your company’s success on LinkedIn depends on using the site as effectively as possible. The following, from social blogger Kevin Lee at Buffer Blog, are some key points to keep in mind:
- The most in-demand (translated to mean read and popular) postings on LinkedIn are industry insights. These are such things as sharing your expertise or your insights and beliefs about industry directions and happenings. People on LinkedIn are always looking for ways to be more successful and productive, which is why your insights can prove so popular and valuable.
- Know when to post. Because LinkedIn is a business site, it tends to be most visited during business hours. Studies now indicate the best time to post to LinkedIn is Monday through Friday, 8 a.m. to 2 p.m. (Might want to skip Friday, however)
- How often you post is very important. LinkedIn reports that people who post there own commentary or become engaged in discussions about 20 times per month reach about 60 percent of their desired audience. Even more postings can further increase this percentage.
- Because engagement is the name of the game on social media sites, encourage your employees and staff to begin the engagement process by commenting on your postings. It appears getting your staff involved in your insights helps get other people involved as well.
And finally, avoid selling. This is my own advice on LinkedIn and why I am keeping it separate from the others. In content marketing, there is a commandment taught from the very beginning: Thou Shall Not Sell.
Why do we have this commandment?
Content marketing – and your insights on LinkedIn – is not about you or your company. It’s about your reader and your customers. Your quality, credible, and valuable information that helps others will lead to sales. Advertising is not necessary and, in fact, can destroy your credibility. Your readers will know where they got the valuable information.
By Robert Kravitz