The social media network for professionals has really grown up. What was once viewed as solely a job-hunting destination has now evolved into a multi-faceted media channel, a place to consume thought-provoking content, digest POVs and commentary from industry leaders, share articles and access updates on-the-go via the beautifully designed LinkedIn app.
The vast majority of readers leverage media as a means to put forth a view, interests, and opinions to their network to generate interaction and help develop their social and professional connections and standing. The role of the media is to be a conversation starter, and LinkedIn is an ideal forum.
Even if your brand already shares on Facebook still publishing content on LinkedIn resonates with the specific audience you’re targeting. LinkedIn is just another platform for your content, which is always a good thing. Secondly, this channel has its unique offerings: LinkedIn users are engaged and hungry for smart content, and unlike Facebook followers, are less worried about being entertained and more interested in learning something.
Here are five reasons to stay up-to-date with LinkedIn:
1. A new audience is waiting to consume your content—the platform has 225 million unique global users.
2. You can mine for leads and industry news on the site, in a number of ways: LinkedIn Today is a hub for custom content sharing. Channels allow users to receive tailored news and sift through stories. There’s the option to “follow” Influencers who opine on trends and share actionable business tips. Global leaders, from Jack Welch to Sir Richard Branson (who has 1.8 million followers as a LinkedIn influencer vs. 402K followers on Facebook) have amassed loyal followings.
3. There’s an opportunity for increased brand awareness. Starting a company page is a relatively low lift and puts your content right in front of readers. LinkedIn is an excellent vehicle for sharing insights, as well as educating potential customers on your products and services. Long story short: Position yourself as a thought-leader.
4. LinkedIn can “drive enough traffic to crash your servers.” Add LinkedIn share buttons on your website and share your own content at least once a day.
5. You can connect with your readers. Start a group and host monthly discussions with those who join. The logistics and quality of comments is more fluid on LinkedIn than on Facebook.