Engagement on LinkedIn has been steadily increasing over the last few years, and the platform posts regularly ‘record levels of involvement‘, as shared in the parent company Microsoft’s quarterly results.
In light of this, it’s worth considering the potential of LinkedIn interaction for your brand, and how you can use the platform to connect with relevant audiences, and inspire the professional community in the app .
Of course, this will not be all, and you need to measure the value of reaching the right people for your business against the amount of time you spend. But staying in touch with the latest niche trends and understanding the evolving LinkedIn discussion can play a role in improving your brand performance and building your broader digital presence.
So how do you do that – what are the best ways to leverage LinkedIn’s engagement growth for your business?
We talked recently Ting Ba, the Group Marketing Manager for Groups for LinkedIn Organic and Paid Marketing Solutions, to gain more insight into how brands can best leverage the platform.
Q: LinkedIn has experienced two years of sustained growth in user engagement. What are some of the key trends you noticed that caused more interaction between LinkedIn members?
TB: With different regions of the world in different phases of the pandemic, one thing is constant: everyone is desperate for the community.
People want to have conversations about challenges, learned lessons and sharing advice with each other. We’re having one of the biggest conversations about the world of work, discussing the ‘Major reshuffleAnd what it means for the way we approach the work we do every day.
Conversations like this, and so many other movements for change, cause even greater interaction between LinkedIn members.
Q: LinkedIn groups remain a seemingly underutilized resource – do you have any tips on how brands can best use LinkedIn groups?
TB: It is important to build a trustworthy space for thoughtful conversations and meaningful relationships in your group.
Where possible, empower members to ask questions, exchange knowledge and create opportunities.
Keep these things in mind as you grow your LinkedIn group:
- Welcome new members – Welcome new members and ask them for introductions. Make sure your first contribution gets a friendly, positive response.
- Acknowledge the effort – Thank members for their contributions through a “like” or comment, and encourage original posters to do the same.
- Set an example – Top members recognized; share their story and describe how it adds value to the group.
- Recognize the experts – @named members you know can add value to the conversation and ask them to weigh their knowledge and insights.
- Ask for feedback – Ask your members which topics of conversation they find relevant and valuable; ask them what goals they have for the group and regularly look at how your group can improve.
- Share and maintain clear guidelines – Give the rules of the group in advance and communicate directly with any offenders before proceeding further. Avoid breaking your own rules.
- Keep your group spam-free – Junk mail is the main reason why people leave groups. Report and remove spam as you encounter it or as it is reported to you.
Q: What are your top tips for strengthening engagement with LinkedIn communities?
TB: There are different ways to strengthen engagement, but three of our key tips include: consistency, added value, and a two-way dialogue.
- Consistency – One of the most tried and tested strategies for building a community is to keep appearing in a way that is predictable for your members, and indicates ongoing investment by the organizer. You can do this by posting daily or weekly at the same time or date and sharing across a wide range of topics.
- Add value No strong community has ever been built on a brand that promotes themselves. There is room for promotional content, but to a much lesser extent than value-based placements. Follow the 3-2-1 model section for each promotional content, two engagement opportunities (questions, feedback, poll, touches, content requests) and three thoughts on leadership.
- Encourage two-way dialogue – The best reward for starting a conversation is someone who responds, and the reward is only deepened if a response turns into a thoughtful dialogue between members of the group. If your community members are rewarded, stay tuned and keep going – and if you start or join a conversation, it’s the worst thing you can do to get someone hung up after they respond. Always do your best to keep the conversation going.
Q: What are some examples of brands / individuals that you think succeed in building community building on LinkedIn?
TB: It’s never been so important to build a sense of community, and we’re seeing a 35% increase in public conversations taking place on LinkedIn in Q4FY21 vs Q4FY20 with brands engaging in conversation with their audience in different ways, including images and live streams.
Of The Female Lead, a small non-profit organization in London, which garnered more than 6,800 responses and more than 180 comments when they shared a powerful image of women working together to improve the world for all women, to NASA’s live stream of their launch, which resulted in more than 7,000 comments and more than 14,000 responses.
Q: What would be the most important focus elements to start your brand building process when starting a business page?
TB: Our ‘Getting Started’ formula is simple: complete your page, invite followers (up to 150), and start posting and posting daily.
This is the recipe to start the success of your page and grow it organically. We have a built-in ‘Finishmeter’ for page administrators who first start tracking and making sure their page is optimized. From there, you want to start diving into your analysis to understand what resonates with your audience, and try different ways to engage your audience, whether with stories, polls, articles or live events, just to name a few. mention.