Hello and welcome to our first social media digest of 2019. Happy new year. Hope yours went off with a bang! Or, more likely, lying on the sofa watching Jools Holland through one half-closed eye?
Ok. Just me then.
This month we focus on a raft of new LinkedIn tools that will help you monitor conversations (in a non-creepy way) and interact better with your followers.
LinkedIn revamps its company pages
Throughout 2018 LinkedIn has undergone a quiet revolution. Once seen as an online job centre, it has now evolved into an important business tool for individuals and companies alike.
LinkedIn has made some recent changes to help marketers grow audiences, monitor and respond to audiences, and engage with employees.
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As a Page administrator you can now share documents (slide decks, PDFs and Word documents) via your company page.
When browsing LinkedIn people are generally focused on business-related tasks. Unlike other social channels it’s a place for gathering knowledge that is relevant to your professional life. Because of this, LinkedIn users are more likely to download and read longer documents than someone on, say, Twitter looking for funny cat memes.
So, if you’ve got a set of case studies, price lists or a company brochure you’d like to distribute, now you can.
You can also set up Career Pages. Enabling this feature will add ‘Life’ and ‘Jobs’ tabs to your Page, giving potential future employees an insight into your company culture and advertised roles. You can find out more about this paid feature here.
LinkedIn Page admins can now link their company pages to hashtags in order to monitor and respond to relevant conversations.
As well as increasing interaction and engagement, the ability to track hashtags could give you valuable insights. By examining which hashtags are trending among your target audience you can see which types of content are resonating best. This can then feed into your social marketing strategy.
Pages also now include a new Content suggestions feature. In the admin area you can indicate which areas are relevant to your company. The system will then related display trending posts, either from across the whole of LinkedIn, from your followers or from your employees (if you have more than 300 of them). It then recommends types of content for you to post that will receive higher levels of engagement.
LinkedIn has released a number of tools to help you engage better with your staff or colleagues.
You’ll be easily able to see when employees are talking about the company, and then you can like or re-share their posts.
In large companies you could develop a programme that supports and rewards employees for posting positive content about your business. And through this create a group of loyal online advocates.
You could also use this to monitor and manage disgruntled employees who take to social media to vent.
LinkedIn has recently entered the world of the Stories format. First seen on Snapchat, now a bedrock of Instagram and Facebook, Stories are generally used for ‘of the moment’ and ‘behind the scenes’ content which disappears after 24 hours or so.
LinkedIn’s new ‘Student voices’ tool allows university students to express themselves using video recorded on their mobile phones. These videos can be uploaded to the individual’s profile, but also assigned to the page of the institution they’re studying. It’ll then disappear after a week.
This could be a great way for universities to help current students build their online profile, but also to engage with those considering their university options.
This feature is currently only available to students in the US. However, if successful, it’s likely to be rolled out to other territories and to other user sets in the near future. The logical step would be for this feature to be enabled for employees to be able to post behind the scenes videos to their company page (with a little light moderation, perhaps!)
LinkedIn is trying to build engagement for Pages rather than just between individuals. If it can demonstrate its value as a marketing platform for businesses they’ll attract more advertising spend.
Companies will also start to allocate more time and resource into building and maintaining company profiles, leading to a better quality of experience for individual users of the platform.
Well, that’s it from us for now. We hope you enjoyed this blog. If you’d like to find out more about what we do, just head on over to our Services page, and drop us a line if you’d like to work with us.