LinkedIn’s professional focus makes it a unique network for planning and executing a content strategy. As with any social network, paying attention to your community’s behavior can save you a lot of time and better inform future posts. We’ve been analyzing our own LinkedIn audience and demographic data by using our new LinkedIn Report and last week we discussed LinkedIn metrics and what they mean for content strategy and overall business goals. Last week at SproutChat we kept our focus on LinkedIn and asked our community how they approach targeting an audience, publishing and amplifying their content on the network.
Strive to Find Correlations to Better Inform Strategy
Monitor how your audience is interacting with your content. Use metrics to drill down and see what they’re actually sharing, when they’re sharing it and what they’re commenting. Deep analysis takes time, but the more correlations you can find the more informed your content strategy will be and the more ROI you’ll see.
@SproutSocial A1 About community itself Follower Demographics, about content attractiveness (engagements + Clicks) impressions #SproutChat
— Steve Cassady (@SteveCassady) September 28, 2016
#Sproutchat @SproutSocial A1 # of shares for me. Like to know that our followers think their connections would be interested in our content
— UAA_CCPD (@UAA_CCPD) September 28, 2016
A1: Definitely the engagement rate. It shows if the posted content truly interests a good amount of your @LinkedIn community #sproutchat
— Site-Seeker, Inc. (@SiteSeekerInc) September 28, 2016
A1) Who's interacting with your updates? When and how often? #SproutChat
— Travis Farrenkopf (@tfarrenkopf) September 28, 2016
A1: Publishing behavior is actually one that gets overlooked but can help you make strong correlations about your strategy. #sproutchat
— Bambu by Sprout (@BambuBySprout) September 28, 2016
Use LinkedIn for Recruiting as Well as Business Goals
LinkedIn content should be twofold. Since the network is so heavily used for job searching, your content must appeal to potential candidates, as well as sales prospects. Keep both parties in mind when planning your content schedule.
@SproutSocial A3: Sharing info and building relationships with individuals in your industry! #SproutChat
— Stephanie Zatyko (@ExperianDQSteph) September 28, 2016
@SproutSocial A3: LI factors into several: Thought leadership, brand awareness, customer acquisition, increased share of wallet. #sproutchat
— Richard Hostler (@CNXN_Hostler) September 28, 2016
A3 Lead identification and research #sproutchat
— Chaim Shapiro (@ChaimShapiro) September 28, 2016
A3 Job candidates FREQUENTLY look at employee profiles when making job application decisions #sproutchat
— Chaim Shapiro (@ChaimShapiro) September 28, 2016
A3 Expanding on thought leadership, showing subject-matter competence, and engaging the right communities #sproutchat
— ShereeseM, MS/MBA (@ShereesePubHlth) September 28, 2016
A3 follow and share industry trends on LI #sproutchat
— David Pepper (@thedavepepper) September 28, 2016
Look to Current Employees to Help Promote Your LinkedIn Efforts
Adding to the last point, you’re missing a big opportunity by not tapping into your existing employees to help promote your organization on LinkedIn. Set them up for success with the help of an advocacy tool that can empower them with valuable content suggestions that they can share with their own professional connections.
@SproutSocial A6: Amplify! Amplify! Amplify! By engaging, they can help spread content to a larger audience than the page alone. #sproutchat
— Richard Hostler (@CNXN_Hostler) September 28, 2016
@SproutSocial A6 by having a clear picture and stating minimal but poignant facts #SproutChat
— Bridget F (@BooHooQ) September 28, 2016
A6: Share what you & your company are doing! Show yourself off! Word of mouth is one of the best ways to get your name out there #SproutChat
— Grace Mclaughlin (@grace_mclau) September 28, 2016
A6 have guidelines and set expectations then empower everyone you can #BeSocial @BambuBySprout #sproutchat
— David Pepper (@thedavepepper) September 28, 2016
Join us for the next #SproutChat Wednesday, October 5 to discuss best practices for conversion rate optimization with Sprout All Star, Nicholas Scalice. Until then, chat with the community about relevant social media topics and issues in our Facebook group.
This post #SproutChat Recap: How to Use LinkedIn Data to Inform Your Content Strategy originally appeared on Sprout Social.
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