LinkedIn Content: Is Posting or Sharing Worth the Effort?

linkedin contentIs posting and/or sharing LinkedIn content worth the effort?

I’m frequently asked this question during my LinkedIn presentations. Most questions I can answer with a confident “yes” or “no.” But this one requires a “maybe” or “it depends” answer. In most cases, I need to ask some follow-up questions. After all, that is the only way to determine if it’s worth it for someone to post and share on LinkedIn.

How do I define “worth it”? That comes down to likes and shares, of course. And also comments that lead to conversations with people in your LinkedIn target audience.

Predicting LinkedIn Content Performance

Can you answer “yes” to most or all of these questions? If yes, dedicating time to posting and sharing should result in a good ROI.

  • Is one of your current LinkedIn objectives to increase the number of profile views you receive?
  • Do you have a good follow-up sequence once the right people view your profile?
  • Are you connected with or being followed by a large number of people in your target audience?
  • Do you or your company have well-thought-out, targeted content that’s helpful to people in your target audience?
  • Do you have adequate time to allocate to not only posting/sharing but also to follow-up with the people who engage with you?
  • Is there a group of like-minded people you can call on to proactively engage with your posted and/or shared content (to like, share or comment on your content)?

Strategies for Improving LinkedIn Content Performance

If you now believe that posting and sharing can help you achieve your professional goals, let’s address the tactics that will get you tangible results.

These tactics come from LinkedIn’s latest FREE ebook, Publisher’s Pocket Guide: How to Spark Meaningful Conversations and Measure Success, as well as my conversations with fellow LinkedIn enthusiasts and research I’ve done. Get your copy of the ebook by clicking here.

How Often Should You Post or Share?

More often is definitely better because LinkedIn has a feed algorithm, and thus not everything you post and/or share goes to everyone in your network.

What Type of LinkedIn Content Should You Share?

Your content should resonate with and help your target audience and also show that you’re a smart, thoughtful person who cares about them. Be sure to always add your own comments and thoughts when sharing an article so YOUR audience gets some of YOU.

What Type of LinkedIn Content Performs Better?

Organic video is currently doing far better than all other content. Organic means that you either upload it directly on LinkedIn or use the camera on your phone or computer versus sharing a link to other web addresses like YouTube, Vimeo, or your own website. Longform articles are not performing very well lately, unlike when they first became available a few years ago, but they still display thought leadership in a big way when people visit the Activity box on your profile.

Is It Better to Like, Comment, or Share When Engaging with Someone Else’s Content?

The latest research says that a “like” with a comment will perform better than a share. This is especially true if that comment includes a tag of an individual (the author or someone else whose attention you’d like to grab regarding the article) or a company. Click here for an article on how tagging works.

How Should You Manage Comments?

Engaging with people who comment definitely improves the performance of your content—and research shows the sooner you engage, the better. It’s also helpful if you include a tag.

To tag someone, simply type the @ sign, begin typing the person’s name, and a drop-down will appear. Choose his or her name from the drop-down, and then the person will be notified and a live link to his or her LinkedIn profile will be created in your comment.

Your comment could be as simple as, “I really appreciate that you shared this with your network @wayne breitbarth” or “Thanks so much for suggesting other resources on this topic @wayne breitbarth.” 

Is It Good to Use Hashtags?

Yes and more yes, especially if the hashtags are strategically selected. Hashtags are LinkedIn’s way of filing content so that your content gets included in the list of important posts relating to that topic. LinkedIn will suggest hashtags to use. Be sure to use your own, though. And make sure you include your industry, names of your products/services, and even your company name.

What LinkedIn Metric Should You Be Looking At?

I don’t trust views since it simply means someone scrolled past your article. Instead, I would track comments, likes, and shares. After all, they are tied to a specific person. In each case, you can decide if you want to engage regarding the content. But it may also be in your best interest to send a direct message or invite the person to become part of your LinkedIn network. Really want to take the relationship to the next level? Call the person on the phone or send an email. Ka-ching!

Should You Re-share Past LinkedIn Content?

You bet! If the content is still relevant, get it out there again. Don’t worry about people getting it too many times. That rarely happens, because I think the algorithm picks up on that. And if enough time has passed and they’re like me? They probably won’t remember reading it or applying the wisdom you shared back then.

Now you can probably understand why there’s no simple answer when people ask if posting and sharing on LinkedIn is worth it. But consistently put the tips I’ve shared into practice. In a short time, you should see some real results from the time you invest.

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For this post, YouTern thanks our friends at Power Formula.

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Wayne Breitbarth AuthorAbout the Author: Wayne Breitbarth is the CEO of Power Formula LLC. An experienced businessman, speaker, and author, Wayne shares his passion for social media with 40,000+ business professionals. Through private business consulting and presentations to audiences including Inc. Magazine and also the American Marketing Association, Wayne makes LinkedIn simple. Wayne is the author of the best-selling book The Power Formula for LinkedIn Success. Connect with him on Twitter.

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