by Caroline Leach | Jun 5, 2017 | Social Media
What happens when you post daily to LinkedIn?
In the month of May, I found out. I did an experiment. I posted every weekday to see what I would learn.
Why every weekday?
It takes about “20 LinkedIn posts every month to reach 60 percent of your audience,” according to a data point that Carly Okyle cited in an Entrepreneur article about LinkedIn profiles.
And because LinkedIn is a social media platform for professionals, most content views are during the work week.
To make it (relatively) easy to post daily, I set up a weekly calendar:
Mondays – a Social Circle employer advocacy program post (note: opinions I share in social media and in this blog are my own)
Tuesdays – content from one of my favorite business publications, like Harvard Business Review, The Economist, or Inc.
Wednesdays – an article, based on a previous post from this blog
Thursdays – a Social Circle employer advocacy program post
Fridays – sharing a post from a colleague, an alma mater, a professional association, a favorite publication or new content based on a holiday or other milestone.
With this content calendar framework in mind, it wasn’t as difficult as I thought to post every weekday. During early morning hours, it took about 10 minutes for most posts and 30 minutes for articles.
So, what did I learn?
Engagement increased each week. How did I measure engagement? By the number of total views each week.
By week 2, views were up 25%. By week 3, up 166% over the previous week. By week 4, up 88% over the previous week.
At the end of week 4, I also noticed my profile views were up by 45% over the previous week.
Week 5 was an anomaly. Views and profile views went down. However, I posted only 4 days that week because I skipped Memorial Day. And views may have been down because some people were on vacation after the long weekend.
Content re-shared by others got more engagement. When my 1st degree connections re-shared my content with their networks, I got the highest engagement as measured by views and likes.
Analytics came in handy, as I could see whether a post got more engagement from my 1st or 2nd degree network. What was harder to know was when my content was re-shared and who shared it.
Views are measured differently for posts and articles. Articles got fewer views than posts, but generated more likes. A view of a post means that “someone saw your post in their LinkedIn homepage feed.”
The bar is higher for a view of an article. Here it means “someone has clicked into and opened your article in their browser or on the LinkedIn mobile app.”
Understanding this, it now makes sense that while views to my articles were lower than for posts, articles generated more likes. People had actually opened the link for articles.
Hashtags are important to make content discoverable. In my zeal to post frequently, I often forgot to include hashtags. That limited broader discovery of my content.
Posts on Tuesdays and Wednesdays got the most engagement. This is consistent with data showing it’s best to post in the middle of the week.
An exception to the learning above? If a post reached my 2nd degree network, then the day of the week didn’t matter. And that’s the most important thing I learned – the power of content that is re-shared.
If content is engaging enough for connections to share it with their networks, it reaches a much broader audience. It exposes your ideas to more people. And it creates opportunities to connect with more people who share common interests.
Most engagement was for posts about how to be a better leader and professional. This is consistent with LinkedIn being a social media platform for professionals in business. These posts were more likely to be positive and upbeat in nature.
And that’s consistent with a study by 2 professors whose research supported the finding that, “Content is more likely to become viral the more positive it is.”
The least engagement was for topics that could be viewed as bad news. This aligns with the analysis I did of my least engaging posts.
They had to do with what could be perceived as bad news – dealing with the death of a family member, thinking about dramatic change, and being reminded of goals we haven’t achieved.
The big question this leaves me with? How to make my content more compelling and more likely to be shared by my connections? Here’s how I’ll approach that.
- Like, comment and share others’ content. I’ll move content sharing to two days a week instead of one, and I’ll mention the person who initially posted it.
- Use hashtags so people can more easily discover content of interest. In my haste to post daily, I often forgot this important action.
- Mention people in posts and figure out if the mention feature works when sharing an article.
- Share every article to Twitter and Facebook using the convenient LinkedIn feature that pops up in the posting and sharing process.
- Study and practice how to write more compelling headlines and summaries. Experiment with what grabs people’s attention.
As I take these actions in the weeks and months ahead, I’ll keep tracking engagement with my content.
In particular, I’ll look at ways to better track when my posts and articles are shared, and by whom.
If the sharer mentioned me, that shows up in my LinkedIn notifications. Sometimes LinkedIn sends an analytics summary. But shares do not (yet) appear in the LinkedIn analytics for posts and articles.
Better capturing these analytics will help me understand which content is shared the most, so I can create a hypothesis about why.
In the meantime, what motivates you to re-share a post or article with your network?
by Caroline Leach | May 29, 2017 | Marketing & Analytics, Social Media
It’s almost the end of my month-long experiment of posting an update every weekday on LinkedIn.
There’s a growing spreadsheet of data ready to analyze for conclusions and implications. I’ll share them in an upcoming blog post.
In the meantime, I found an interesting data point in a book released this month.
It’s Everybody Lies: Big Data, New Data and What the Internet Can Tell Us About Who We Really Are by Seth Stephens-Davidowitz.
Seth got his Ph.D. in economics from Harvard, worked as a data scientist at Google, and writes for the New York Times.
He makes the case that “we no longer need to rely on what people tell us” in things like surveys or social media or casual conversations.
He provides compelling data telling the story that big datasets of how people search for information online reveals what’s really on their minds.
Seth writes about “text as data” and how sentiment analysis can identify how happy or sad a piece of content is.
He shared the most positive 3 words in the English language: happy, love and awesome. The 3 most negative? Sad, death and depression.
And what content gets shared more often? Positive or negative stories?
If you agree that “news is about conflict” – summed up by the journalistic sentiment “if it bleeds, it leads” – you might conclude that negative content gets shared more often.
But it’s actually the reverse, according to a study by professors at the Wharton School, Jonah Berger and Katherine L. Milkman. They looked at the most shared articles for the New York Times.
And what was shared the most?
Positive stories.
As the professors said, “Content is more likely to become viral the more positive it is.”
My first reaction was happiness that my “positive comments only” philosophy for social media savvy had some data supporting it.
The second reaction was to turn to my own data from this month’s LinkedIn experiment to see if it held true.
Here I’m measuring engagement by the number of views, rather than by the number of shares.
Why?
I’m fairly new to this daily posting routine, so the first change I’ve seen over the past 4 weeks is an increase in views of my content, rather than any significant shares. And I’m finding shares more challenging to measure so far.
What were my most-viewed posts?
The first 2 posts make sense to me as highly positive content. The third made me pause. On the face of it, it seems like a negative that our brains are limited in the amount of focus they can handle.
But as I thought about it and revisited the comments on the post, I realized that many people might have found this information to be happy news. In other words, it’s okay and even desirable to NOT focus your brain all the time.
How about the least-viewed posts?
The first has to do with a fabulous new book by Sheryl Sandberg and Adam Grant on what the research and practice say about bouncing back from adversity.
But since it began from Sandberg’s husband’s death, one of the saddest words in the English language, that puts the topic in the negative zone. (I still recommend reading the book, because it’s full of uplifting advice about grit and resilience.)
The second was a special report in The Economist about how “data are to this century what oil was to the last one: a driver of growth and change.” Because “change” is not something many people eagerly embrace, perhaps this story was seen as more negative than positive.
The third was a Harvard Business Review article about what distinguishes goals we achieve from those we don’t. My takeaway here? Maybe thinking about goals we haven’t achieved brings up negative thoughts.
Could other factors have impacted which posts were the most and least viewed? Perhaps. Day of the week would have been the most likely. However, the top and bottom views were each for the most part posted on Mondays and Tuesdays.
Another factor could have been posts during the beginning of my daily posting experiment vs. those closer to the end. This certainly could be a factor. Posts later in the month are getting more views in general. From the first week of May to the last, views of my posts have increased more than 6 times.
One conclusion could be that the consistency of posting daily is increasing engagement with my content. Of course, it’s still a small dataset at this point. In the months to come, I’ll continue tracking it and adjusting my strategy. (Opinions expressed in this blog are my own.)
How are people engaging with your LinkedIn content? What’s attracting the most interaction?
by Caroline Leach | May 26, 2017 | Social Media
When you scroll through your LinkedIn feed, do you have a strategy for engaging with content?
Here are a few things to think about as you bring social savvy to LinkedIn.
How is the way you like, comment on and share content strengthening your network and building on your areas of expertise?
Do you consider how this engagement shows up in your activity feed that day for people looking at your profile?
And do you think about who you’re meeting with that day or week, who you recently connected with and who you’d like to strengthen your connection with?
With those questions in mind, here are 3 easy ways to approach content engagement.
- Like content that fits with your areas of expertise, interest and learning. Remember to look before you like, taking care to read the post and the link.
Be sure the content is aligned with your personal brand and your employer’s brand. Make sure the visuals are appropriate too.
Generally, stick with positive content. Don’t engage with negative or snarky items. Sure, you can read them to seek multiple points of view. But there isn’t much upside and there’s plenty of downside to engaging with them in a public way.
An exception to this is to provide a different point of view. Even then, however, think twice about whether it’s worth it.
Guidelines about liking content also apply to commenting on and sharing content – and with even more more rigor.
- Comment on content where you want to further a relationship with a connection and/or share your point of view on a topic aligned with your areas of expertise, interest or learning.
Keep it brief – 3 short sentences, max. Be upbeat. Be specific. Tailor your comment to the post, rather than writing something generic.
If you liked content, consider posting a comment. Why? Comments show greater commitment than likes and give insight into your thinking on the subject.
And there’s the rule of reciprocity in play – your comments may influence others to comment more frequently on your content. And that’s what you want in social media – engagement and interaction.
- Share content that is most closely aligned with your areas of expertise, interest or learning. This gives one of your network connections more visibility and it serves as valuable content in your activity feed. It’s a win for your connection and for you, plus everyone viewing your content.
It takes about “20 LinkedIn posts every month to reach 60 percent of your audience.” This is a data point that Carly Okyle cited in an Entrepreneur article about LinkedIn profiles.
Sharing content from your connections is an easy way to post frequently, reach more of your audience and benefit your connections – all at the same time.
What could be better?
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