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.
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.
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.
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.