LinkedIn is more than just a place for the frantic rush of job hunting. It's also a great community of colleagues and like-minded professionals to meet, learn from, and keep each other updated. But with 310 million monthly active users, it can be hard to get your content noticed. Here are 5 tips to avoid when posting on LinkedIn.
Posting boring content
LinkedIn doesn't want every post to be a constant stream of Super Bowl-worthy videos and groundbreaking updates, but inconsequential links to old blog posts won't cut it — LinkedIn's algorithms simply know that no one cares. Consider posting images or videos of people that will make your viewers stop and think about the words in your post.
Unable to contribute regularly
The lifeblood of every social media platform is active users, but LinkedIn reports that only 16.2% of users visit the site daily. LinkedIn values regularity and encourages it by promoting more content from active users. Can't think of anything to post for yourself? Don't lose interest, consider engaging with other content.
Confuse the reader
Storybrand CEO Donald Miller regularly lectures on the relationship between the brain's need to save calories and a reader's attention span. Simply put, when we're overwhelmed with information, we're biologically predisposed to ignore it. Structure your posts with disruptive headlines, easy-to-read chunks of information, and, where appropriate, clear calls to action that drive meaningful engagement.
Think that it's all for you
All relationships are reciprocal, so to build a network that cares about your content, be sure to do the same for others. Consider contributing to a collaborative article, congratulating your connections on their accomplishments, or offering your opinion on other users' posts. We are attracted to people who care about us, so give more than you receive.
Expected to be an overnight success
Growing on LinkedIn takes time. Even those who go “viral” usually gain their reputation from their careers on other platforms. To be successful on LinkedIn, you need to be regularly involved in the community. To get the most out of LinkedIn, you need to dedicate some time to the platform. You'll learn more from others, make richer connections, and actually have fun.
Ryan Russell is president of Chattanooga-based digital marketing agency Lift Media Group and an associate lecturer of marketing at the University of Tennessee at Chattanooga. A digital marketing veteran, Russell has extensive experience developing strong digital strategies, cultivating thriving online communities, and creating compelling, consistent digital advertising.
