How Large Brands Can Find Social Success on LinkedIn
In larger, established brands — where technology, creative, and media departments are traditionally separate — there are some unique challenges faced when integrating social media into your strategies. But as marketers continue to refine their processes, especially on LinkedIn, we’ve seen dozens of larger organizations rise to the challenge and dominate social conversations.
Earlier this year, LinkedIn took a closer look at the top 10 performing brands in the network using its Content Marketing Score tool. Although these massive companies have, on average, been around for nearly 100 years and have over 150,000 employees, their performance demonstrates that they’ve been able to collaborate internally in order to get ahead in social media.
Performance Trends & Internal Structure
According to LinkedIn’s data, the top performing brands on LinkedIn publish on average 112 status updates per month — that’s about four per day. Both targeted status updates and sponsored updates are utilized regularly to reach organic follower bases and target audiences at scale. As a result, these brands see performance 1.5 times higher than platform benchmarks based on engagement rate, and are continually improving.
Although content is managed predominantly through the marketing and communications departments, top performing brands have, on average, 26 admins on the Company Page, with nine publishing content. While it wasn’t clear what the other 17 admins are doing, it’s fair to assume that they come from different departments from within the company. Some might be solely focused on incoming messages (customer support) while others might be tasked with monitoring analytics.
With so many departments working together to maintain a social media presence, it’s important that everyone is on the same page. Teams behind top performing brands (on any social network) must work together like a well-oiled machine; even the smallest hitch can throw the whole campaign off course. To avoid chaos, here are a few tips from LinkedIn on how larger organizations can find social success.
Clearly Document Everything
From strategies to roles and responsibilities, everything should be clearly documented. Your strategy and processes should be specific, achievable, and measurable. Having many cooks in one kitchen can become chaotic. To help avoid confusion, write down each step of the process from idea through publishing. Additionally, make sure that you’ve spelled out who does what and when. By putting names and deadlines behind the process, you’ll be able to hold individual team members accountable.
Don’t Get Comfortable, Adapt
Although everyone on your team will have their own responsibilities, encourage some of your more adaptable teams to adopt new hats. For example, content creators should be encouraged to analyze metrics or create graphics. Understanding basic metrics is important for anyone who’s publishing content. Moods change like the wind, and what resonated last week with followers might not have the same impact this week. Content creators need to be able to recognize those changes, interpret them, and make adjustments quickly.
And even if your content is performing consistently, don’t get comfortable. “Social media enables you to continually raise the bar on your content, so make sure you iterate and evolve.” Leverage actionable insights to optimize your strategy and the quality of your content.
Make Technology Work for You
With so many different teams working together, organization and optimization is key. Large organizations need to take advantage of social media management tools that can wear just as many hats as their social teams. Sprout Social, for example, enables real-time collaboration between team members while offering other helpful tools like scheduling and metric reporting. Utilize these tools in such a way that it maximizes your efficiency while keeping your team on track for success.
For more tips from LinkedIn’s Content Marketing Lead for Financial Services and Visa’s Sr. Director of Corporate Social Media, check out the SlideShare presentation, or download the full webcast (found within the presentation above).