Mastering LinkedIn:

If we want to live in the world of social media, we have to learn how to survive. There are rules to keep in mind depending on which social platform you are using. We keep creating content, but we don’t get much response. No new followers have been coming in for a while, there’s no little red sign in the corner of the notification icon pops up. What’s happening here? For many people LinkedIn is a mystery, that’s why we wrote this article to help. So how do we create content for this platform?

1. Don't overpromote

We are in 2022, let’s be honest. A lot of people are not fans of advertising. In fact, most people avoid them. So, if you’re planning to do a lot of promotion on LinkedIn, you’re already on the wrong track. As with any social media platform, LinkedIn users prefer content that creates a little break in their day and isn’t always about work.

Of course, a little bit of self-promotion can be included, but that’s not what all our posts should be about.

2. Share other people’s content

Your posts gives you the opportunity to express your own opinion. You don’t always have to post your own original content. There are plenty of other articles, videos and posts on the platform that can fit well with your own business. Does it represent the value of your company? Share it. Is the information from an official source? Share it. Is it useful to your audience? Be absolutely sure to share it.

If you like it and think it fits your company’s image, feel free to share it. Over time, your content will be shared too.

3. Use „We” instead of „Them”

Many people find it unnecessary to write in first person. However, when you think about how strange it feels to have content where the company refers to itself as an outsider. Instead of “the company does this”, “they did that” write “our company was here”, “we are proud of…”. Sounds better, right? You are a person, so why not talk like one. Write in a tone of voice and use words you would use in a face-to-face conversation.

Not only is it more natural, but it also brings much more engagement than a post written in the third person.

4. Solve common problems

One of the easiest ways to gain engagement is to solve problems. Of course, you’ll have to link these problems to your company’s values, so that you can attract followers who might be interested. So, if someone has a question or a problem within the industry, create content that answers those questions or solves those problems. For example, if several people find it challenging to post on LinkedIn, write a blog article on how to solve this problem. Create insightful content, perhaps infographics or even videos with simple answers for people in your network.

The positive thing about this kind of content, apart from helping others, is that you also share your own expertise. Maybe a potential client will see your content, will be happy to contact you to ask you to create content for them, because they can see that you know what you’re doing.

5. Image of faces, image of real people

Show yourself and your company. People prefer pictures of other people’s faces. It matters what kind of faces we’re talking about, we don’t have to show models and celebrities. And also we can neglect stock photos in most cases. Take pictures of yourself in the office, or when you go to a new client (if the client agrees) or share when you have a new member in your team. You don’t have to be professional, that’s not what people expect. They expect you to be real. Real people, real situations that are more likely to get more response.

6. Ask a question

If you want to gain engagements, it’s time to ask questions. Questions that have to do with your company, topics that can separate or even connect people’s opinions. The secret is to get the question right. You need to prepare the question in such a way that it can be answered with minimal effort. The best questions are the closed ones, like those for which you have already given the answer options and people just have to choose. LinkedIn has many reaction buttons, and you can take advantage of this. For example, if you ask this :”should internship be paid?”. Mark “yes” with the “heart reaction” and “no” with the “thinker reaction”. Both are harder reactions to get, but they will not take so much effort that people would rather not answer.

We’re going to introduce another very exciting feature that works in the same way as the question: the poll. With this tool you can ask more complex questions and give all the answers as an option. Polls are very easy to create. Go to Home Page, then click “start a post”. In the pop-up window you’ll see a button that says “create a poll” and that’s it. Here you just type in your question and the possible answers and you’re ready to go. Pro tip: add an option at the end that says “other – comment below”, giving people the opportunity to express their opinion on the topic in the comment section.

Now you’re probably asking: why can’t I write an open question? You can, in fact, do it. Sometimes you have to. There are some topics that are better suited to open questions. And if you have an active follower base, it’s especially worth asking them questions where they can freely share their thoughts.

7. Tag people

If you post a picture of someone or that person has written a blog article that you share, tag that person. You can tag basically anyone by just typing the @ sign, then the person’s name, and you’re free to choose the person you want to tag in the post. You can tag anyone on LinkedIn, even people or companies you don’t have a connection with. Of course, be careful not to tag someone you have nothing to do with. You need to be connected on some level for your post to be coherent. So, what exactly does this look like and why is a very good idea.

Let’s say your company had an event, a Christmas party or an award ceremony. You took a group photo of this event and you want to share it on LinkedIn. This is your chance to tag each person in the picture. Each person tagged will receive a notification, they will see the post and will most likely react to it because they are tagged. Reactions can include reacting with an emoji, commenting or even sharing the post. If there are 30 people in that one picture, that’s 30 reactions.

And you can tag not just people, but companies. Think about it, if an international company with a good reputation considers it relevant that you tagged them in a post, they will share your content. That’s pretty amazing!

On the other hand, if you tag someone in your post, you are highlighting them. Your followers will be interested to know who the person you’re talking about is, they’ll click on their profile and there’s a good chance they’ll want to expand their network. This is a great way to get new followers to your employee’s LinkedIn profile, basically for free.

So, these are the simplest ideas for content creation on LinkedIn. It doesn’t look difficult now, does it? You must get used to it, get informed, watch how others are doing it. This platform will also be easier to manage once you get to understand its style and know its limits. Good luck and have a fun content creating process!

If we want to live in the world of social media, we have to learn how to survive. There are rules to keep in mind depending on which social platform you are using. We keep creating content, but we don’t get much response. No new followers have been coming in for a while, there’s no little red sign in the corner of the notification icon pops up. What’s happening here? For many people LinkedIn is a mystery, that’s why we wrote this article to help. So how do we create content for this platform?

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