LinkedIn is an essential professional network, particularly for boutique firms like our members, to market their offerings and make important connections. Like most things in the modern world,the algorithm is ever-changing, so here’s a quick guide to keep you up-to-date on how to get the best results:
Professional content on personal pages, personal content on professional pages
Although the pandemic saw an influx of more casual posts on personal LinkedIn accounts, the platform is now seeking to once again push professional content to the forefront. Rather than talking about what you had for breakfast, why not try to write a post on a trending topic within your practice area and jurisdictional expertise. However, a certain level of personal content – think team photos, outings and achievements – is still very much encouraged on company pages.
Quality over quantity
When it comes to post frequency, remember that the LinkedIn algorithm will only show one of your posts at a time in your followers’ news feeds; there’s no point in posting multiple times per day. Furthermore, the news feed isn’t shown in chronological order, but rather focuses on what’s popular and the content you enjoy seeing, so don’t worry if you only post once or twice per week. We’ve found that with our social media clients, posting less frequently often increases their overall engagement rate.
Make those all important connections
Content from first degree connections is prioritised, so make sure you’re actively connecting with others on LinkedIn. Posts from direct connections and users you follow feature more frequently at the top of your news feed. Don’t forget, you can also invite connections to follow your company page too.
Engage with other professionals within your niche
Start conversations! A great way to do this as an IR Global member is to find other professionals within your practice area and jurisdiction and like, comment on and share their posts. LinkedIn is currently identifying and favouring ‘experts’ based on how much users in a similar field to them engage with their posts.
Become a thought leader
Users offering opinions and advice are currently favoured by the algorithm. Sharing insights and offering thought leadership on your areas of expertise helps LinkedIn to better categorise your content and share it to the relevant audience. For example, many of our members involved in our publications will share a PDF of their contribution to their LinkedIn pages.
If you’re in need of advice regarding your firm’s social media presence or need an extra helping hand, our digital team is available to help. Contact [email protected] for further information.