How effective is the content you share on Linkedin and which tricks can be used to support your events? Richard van der Blom (Just Connecting) followed some hundred creators on Linkedin, analyzing their content and what they achieved in terms of engagement and conversion. We looked at his findings from a smart event manager’s perspective. What tools does Linkedin have to offer us?
Let’s start with a warning. Not all content you share on Linkedin is presented to all your connections. They see only 8% to 15% of your posts, and vice versa. You do not get to see all their content either, unless you visit their profiles, comment on their posts, endorse their skills and send 1:1 messages.
Another remark: some observations seem odd, but it’s just how Linkedin has arranged its algorithm. If you correct a post too fast (to give one example) Linkedin will reduce your reach: the number of people in your network who get to see your message. So never edit posts or comments within the first hour.
What works best?
Sharing info on your own product or services has a little effect in engagement and conversion. This content might be very important to you, but it is usually less interesting for your connections and their networks. In general they do not like it or share it. The advice is: don’t be self-centered and pushy on Linkedin.
Personal content is good at creating engagement, but bad at converting. Your own success stories, personal thoughts and individual opinions are human interest, but they do not help you sell anything. They do help in making (new) connections though. A bit like branding!
Sharing industry related content from other sources has medium effects on engagement and conversion. It is in your benefit to like relevant posts, pass interesting news on in your own network and add your comments.
Event content has low engagement and medium conversion effect when you share the news before the event. Sharing the highlights and insights after the event however, can help you become a thought leader. So mind the after-effects!
Whitepapers, reports, e-books and blogs that are perceived to really add value within your network (no sales brochures) have a positive effect in terms of engagement and conversion. Conclusion could be: reduce the sales-speak, but share insights and highlights!
When and how?
The best days to post your message on Linkedin are Thursday, Tuesday and Saturday. The ideal time is in the morning, between 08:00 and 10:00. This does depend on the nature of your netwerk and the location of your connections, of course. The optimal size of a Linkedin message is between 1200 and 2000 characters.
Do not post more than one message every day, because Linkedin will simply divide the views you get over multiple posts. If your post gets traction, do not add another post the next day. Tagging other people only has effect if they comment. When they ignore your tag, your reach will go down. Tagging them in a comment however, is risk-free.
Staff support should be avoided. If your message is liked by a few of your colleagues, it will be seen by less people (20%-25%) outside your company. Linkedin thinks these likes are fabricated. Likes within your network on the other hand, do increase your reach by 2%-4%. This effect can last six days. Sharing has a similar effect, unless it’s done on a mobile phone – oddly enough. Comments cause 8% increase in reach. Make sure you reply to comments; it is a real amplifier. But don’t be the first one to comment on your own post. That is being punished too.
Mobile Linkedin is different
Linkedin on mobile phones works different. On the desktop version Linkedin shows more video’s and polls; on the mobile we get to see ads, organic content and shared posts. Likes are more effective on mobiles, while shares are useless. I know this is weird, but that is what the stats show.
One last point: look at your social selling strength. Linkedin creates a social selling index that helps you benchmark yourself against your network and your industry average. The higher your ranking, the more effective your Linkedin posts are.
So what does this mean for a smart event manager? My conclusion is: we can increase attention for our events before they happen by also reporting on events after they have happened. Close the loop!
Build a reputation by injecting real content into your networks. We (or our event brands) should offer news and insights before, during and after the occasion. Not simply promote the event and push the dates. We should act like good restaurateurs and offer tasty starters to give our future guests an idea of what the real thing will be like. Share amuses-gueules!