In our How to Engage Your Audience on LinkedIn series, we covered a number of strategies for mastering your business presence on the growing social network of professionals. You learned how to get started with a Company Page, create an interesting content mix, find quality conversations in which to participate, and use LinkedIn analytics to gauge the success of your efforts.
Company Updates allow you to connect and share information with your followers on a regular basis. Truly inspiring, engaging updates may be shared by followers amongst their own networks, which helps attract new people to your page.
Follow these five best practices to ensure the status updates published on behalf of your company are engaging and meet the needs of your audience, in order to serve your business goals!
1. Be authentic and stay true to your brand voice.
This is especially important to keep in mind when more than one employee or business partner are involved in updating the LinkedIn community with your company’s news. Whether the update is actually about the company or shares curated content relevant to your followers, it should be personalized for your audience, in keeping with your brand voice.
Train all members of your social team to add commentary to posted news stories, for example, and respond to comments or questions as you would have front-line customer service staff handle any other request, on or offline.
2. Stay in touch regularly and often.
People who follow brands via social channels come to expect a certain type and frequency of content. Deviating too far one way or the other by posting either too little to too often can either annoy followers or result in their forgetting about you.
Keep your audience in mind when posting; try to post at the beginning of the workday if you are hoping to reach people at work, or later in the day or early evening if you hope to reach people checking in from home.
3. Keep it brief and relevant.
LinkedIn launched Targeted Updates last year to assist marketers in reaching specific audience segments with relevant content, so take advantage of the feature!
In the status update box, choose to share with “Targeted audience” instead of All Followers. Note: this functionality is only available to Company Pages, not personal LinkedIn profiles. LinkedIn will allow you to display the update to follower segments based on company size, industry, function and other parameters, to ensure your content reaches the most relevant audience possible.
4. Use analytics to drive your content strategy going forward.
Which company updates resonate best with your audience (or particular segments thereof) based on your LinkedIn analytics? Determining which earned the greatest shares, likes or comments can inform your future updates.
5. Use multimedia to offer variety and boost engagement.
Alternate text posts and links to outside content with images and video updates to offer extra value to followers. LinkedIn members can view videos inline, meaning they don’t need to leave the site and can play the video right in their newsfeed.
Have you tried LinkedIn’s Targeted Update feature on your company page? Share your tips and experience in the comments!