Last week saw Oliver Spall from LinkedIn present a talk on how to use LinkedIn effectively as a part of a content marketing strategy.
Oliver talked a bit about the basics of LinkedIn, the differences between LinkedIn and other social networks as well as some general facts on social media in general. I want to summarise what I felt were some of the most importatant nuggets of information gleaned from Oliver’s talk, as well as the extensive Q&A session afterwards.
1 – A user invests time in LinkedIn whereas they spend time on Facebook.
A point that was repeatedly touched on was ensuring content was targeted correctly to the audience you were creating the content for. It is therefore very important to consider the main user base on the social network you’re sharing the content on and how they behave and engage with content.
A user invests time in LinkedIn whereas they spend time on Facebook. SocialMedia
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2- Quality is more important that quantity.
Especially as social networks develop the way in which their newsfeeds work. Facebook is leading the way with EdgeRank, recently announcing changes in which the way users see content from their friends and fan pages, allowing “unfollowing”. Facebook say “The goal of this change is to help people curate their newsfeed and see more of the content that they care about”. LinkedIn operates some kind of system to order content in your newsfeed depending on quality, and having acquired and integrated Pulse use LinkedIn Pulse to display curated news, sharing quality content is essential. More about Long Format Tiktok
3- The headline or title of your post is very important.
This allows users to quickly decide whether they want to read and ultimately share your article. The is also what shows up when your user shares your content on their social network, and decides the success or failure of your content. Encouraging the sharing on your content is vital and your headline decides this. People use social media to curate and share content, and having a snappy headline allows content to be quickly digested and decisions made as to whether the article will be read and shared. Including strong imagery in your content will also help, especially since Twitter introduced it’s newest Timeline with images. It’s also useful to remember that posts with images are the most engaged with on Facebook.
4- 73% of businesses use social media to distribute content.
This means that there is an awful lot of competition to get your content seen and read; making your content stand out is harder than ever. Oliver suggested a way in which to use LinkedIn to it’s full potential is to first build up a network of connections and groups before sharing content. This, alongside an optimum frequency of about 5 posts a week was the most successful strategy to share content on LinkedIn.
Arthur from Social Media London has created a great Storify of the evening (featuring tweets from yours truly) which highlights some of the above points.
I also wanted to say thank you for Oliver for the talk, and for answering all of the questions from the audience with patience; we all pretty much created our strategies on the night!