What to share, how and when
LinkedIn is not just a Facebook for professionals even though it is social media. LinkedIn is just as much a portal where people gather knowledge, create professional network, find employees and jobs and create actual business.
This means, that you mustn't think that it is the exact same content and the same conversations you have with people on Facebook, LinkedIn and your website. Remember, that every platform must be able to stand alone, but also direct traffic towards the other sites.
Also, you have to determine the editorial line across all platforms, so that you have a somewhat similar, consistent and recognizable voice pointing to a company that is easy to identify. But his doesn't mean that you should share the same content every week. Vary your content so that people’s interest is maintained, and live up to what you promise to deliver in your description of yourself on LinkedIn: Honor the things you say that you can do, will do and do now.
To avoid having an uninteresting LinkedIn page it's important to use illustrations, pictures and graphics – in an appropriate amount. If the esthetic and visual expression is unimpressive, then it's like having a shop façade that is boring, anonymous and perhaps even deterring. In other words, people may find somewhere else to go.
Look at your competitors or other sources of inspiration. Do they have an inviting and original banner? Have they been creative with their headlines? Or have they been innovative with their description of themselves? Gather all the inspiration you can, and keep gathering inspiration from all over.
Especially the description of your company is important. This may very well be the game changer that keeps people on the page for just a little while longer or redirects them towards other things. The description is the key to the company behind the profile. This is where you articulate who you are, how you can help, how you can be contacted and what it is that makes you special (which basically is the reason for following you on social media).
You can publish your content as a short or a long update. We know the updates from Facebook and Twitter. But on LinkedIn, it's necessary to focus way more on relevance and to keep a specific recipient in mind. Express yourself briefly, catchy, informatively and authentically – and do it frequently. Updates root yourself in the consciousness of your followers and spread to new potential customers.
On LinkedIn, these updates can be up to 700 characters long, but be aware that after the initial approximately 250 characters, the rest of the text will be covered until you click on the actual piece of text. That is why you must choose the right opening, which presents the topic and attracts the reader.
You can update with news, material, information about things that are interesting for your industry, your customers or your potential coworkers. In either case updates should create activity and traffic.
You can also choose to make an update which works as a blog post. Here, your approach is based on an actual piece of text and you can, for instance, write three of four paragraphs about your belief on a given topic. This could be how a sudden event changes the industry conditions, how a new tendency affects management, how your company leads the way in terms of green energy or something entirely different.
It is a good idea to tag your blog posts, which can be done in the bottom of the space where you write your text. Tagging means that you add a line of standard topics that fit the content of your post. For example “management”, “innovation” or “marketing”. Then people can find your post through those tags, even though they aren't connected to you or follow your company, and the post will be promoted even more. Another important detail is that tagging increases the search engine optimization of your post so that it appears faster on Google when people are searching for information about one of the topics you've tagged.
Finally, you should supply your posts with statistics or graphics that presents your message visually, because this is perceived faster and easier than text. Also be creative with the headline. It must lure in the reader and at the same time be informative, so you should be brief, precise and to the point.
It can be useful to link to external media. Especially those that are relevant to your industry. But always remember to credit the ones you refer to. Also remember to present links with your own words though a headline – this goes for links to your own material and links to material from others. It's not very motivating to encounter a link without a presentation from the sender as people can't feel the person or the organization behind the shared content.
Make sure, that you create easy, fast and efficient traffic between your platforms – for instance Facebook, LinkedIn and your website – so that people have no problems going from one page to another looking for the exact piece information or input that they need. Links and internal references across your platforms is a good idea, because it allows people to be guided all the way around your company. The different platforms work best if they are parts of a complete ecosystem that feeds the company with information, attention and interaction.
When you feel that you have the creation and sharing of content in place, how to operate a page on LinkedIn and what you gain from your efforts, then it is important that you don't become too satisfied with the value you are able to trace. You must always think: “How can we get more followers?” and you have to keep on examining who it is that follow you, and keep checking statistics under 'web analysis' on the company LinkedIn page.
Keep developing. Keep observing what others do and keep getting new ideas.