Marketing and PR specialists recognize LinkedIn as the premier B2B social media network, but few spend substantial time networking on the platform.
More often than not, they treat LinkedIn as an online Rolodex and résumé posting service. They tend to spend more time producing content and building relationships on Instagram, Facebook or Twitter.
Here’s what social media experts advise about increasing engagement on LinkedIn and gaining more benefits from the networking site for business professionals.
1. Promote people, not products. Don’t post as a faceless brand or business. Instead, promote thought leaders within your business by sharing their posts on your organization’s page, digital marketing expert Dawn McGruer tells Forbes. Humanize interaction by writing as if the author were standing in front of you at a networking event. React to the post, article or video with a comment, like or share, but remember to put your own slant on it prior to posting.
2. Share trending posts. Share posts that are already trending. The more popular the post, the more likely it already resonates with the particular audience.
3. Pursue connections, not customers. Try not to approach connections as potential customers. Instead, think of them as an opportunity to expand your network of potential referrers who could bring new opportunities.
4. Be consistent. Sustain your LinkedIn presence with consistency. Post regularly—at least once a week. Don’t forget to share content created by others too. “Don’t just report the news, though—tell your audience what it means for them and how it will