SOCIAL MEDIA
LinkedIn is a nut you can crack
Only if you stop doing everything you are currently doing!
“The simple rule of
digital marketing —
you can’t put out
boring content…ain’t
nobody got time to
read that stuff!”
Almost every agent and BGA that uses Social Media’s free platforms, is doing it wrong. Let’s
look at LinkedIn, a very simple platform that most agents use.
The blind is truly leading the blind. Anyone who posts regularly and has X number of
followers, thinks they are qualified to teach on Social Media. Jesse has been a speaker about
Social Media, so you’d expect that his posts get traction. A quick LinkedIn search shows he has
less than 4K followers and his posts engagement is negligible. He, like many agents, thinks that
if he has 4k followers that every time he posts, his message is showing up in the newsfeed of
those 4K people, but it is not. Very few people will ever see his posts because LinkedIn isn’t
seeing any activity (engagement) so LinkedIn assumes that the post isn’t of interest to most of
his followers and it dies on the vine.
This man has spoken to agents at a national insurance event, but he doesn’t understand
how LinkedIn works.
How are your posts performing?
LinkedIn reports that less than 1% of users create
engaging content. Look at this typical insurance post,
then vow never to do this.
No one commented or shared this post, so LinkedIn
didn’t send it to many people. No post views are listed
because it was negligible.
Here is one of my recent posts. Nothing fancy, just a
live video filmed on LinkedIn’s video platform.
Sylvia Gordon, JD
President of Gordon Marketing,
she and her sister, Rebecca, host
a weekly Youtube show, “The
Wednesday Wrap Up,” reaching
4,000+ subscribers. Sylvia’s social
media activities include LinkedIn,
Pinterest, Instagram, Facebook,
Reddit and Tik Tok. She speaks
nationally on Digital Marketing
for Insurance agents.
[email protected].
My grade is right there for all to see. The number of likes, comments and views is your Social
Media scorecard. My post above scored high enough for LinkedIn to push it out to at least 5K
people. There is no way to know exactly how many people LinkedIn sent this to, given their
algorithms are always changing, but this is a “good” post by LinkedIn standards.
Social Media continued on page 32
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Perspectives
Q4 2019