engage an audience . Define your brand ’ s personality , and I don ’ t mean a vision or a mission statement . I ’ m talking about ... make your brand a “ person ”, give it the characteristics that you ’ d want it to have if it is a living and breathing entity .
Perhaps the most simple but effective posts for follower engagement is to give an “ insider ’ s view ”. Show what ’ s on the inside of your business and give a peek at the teams and what they do ; show them at work .
Share Knowledge
Engage in group postings , Pulse posts , or simple status updates that allow you to share your knowledge . On a personal level you don ’ t need to be the CEO of a Fortune 500 company to share knowledge or have input . Nor does your company need to be a large multinational to have engaging content that can be useful for others seeking the knowledge your business can share through a company page .
Timing Matters
For posts to have a far reach and strong engagement , and this is true of all social networks , the timing of clicking the “ Post ” button is of prime importance . LinkedIn isn ’ t the same as Facebook so not only is the content of a different nature but so are the peak times of usage . LinkedIn users are ( ideally ) busy professionals who aren ’ t idling away hours scrolling through their newsfeed . For LinkedIn , users tend to be most active in the hours just before work , during lunch , and just after the work day finishes .
On another note , with the exception being a tweet storm , posts should be spaced out to allow followers to see and digest the content . Too many posts in rapid succession can hurt engagement rates .
Professional Posts
Brand messaging on LinkedIn needs to reflect the professionalism of the social network . Clickbait won ’ t help you on
2017 Q2 Newsletter l Page 13