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A Baker’s Dozen Follower Best Practices
LINKEDIN INSIGHTS
NEW
1. Personalize Your Message To Your Audience
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Featured Employees
‘A day in the life’ shows company culture, perks, benefits, and challenging problems that are being
solved.
Company News
What exciting projects are happening at your company? Opening a new office? Share
articles that feature your organization
Thought Leadership
Blog posts, research papers, interesting articles from your industry that are
useful to your audience
2. Vary Your Content Through The Rule Of Three’s
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Feature Employees or a ‘Day In The Life’
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Company News
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Thought Leadership
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• Participate in the conversation with follow-up questions or answers
• Write updates that include clear calls to action(e.g., like, share, or “Tell us something”)
• Ask questions to spark participation in the discussion thread
3. Encourage Your Audience To Participate
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>50 charactersStatus updates with
drive
28% higherengagement
4. Keep It Brief And Interesting
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As Brief As It Gets!
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70% of followers reached by a typical update are reached within the first 48 hours
5. Time Your Status Updates
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20 times per monthCompanies that post
Reach at least
60% of their unique audience
6. Post Regularly And Consistently
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“For every follower added, XYZ will donate $X or a particular service to a cause”
Tax deductible
Major PR
XYZ could be first of its competitors to do this on LinkedIn
– Be sure to show proof of results (also excellent PR!) so that audience knows this was not hoax
Add a Follow Button to XYZ website & email signatures
7. Think Creatively And Mix It Up
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January 7th
January 14th
January 21st
January 28th
Monday Tuesday Wednesday Thursday Friday
January Focus:January Brand Theme:January Owner:
Company Event
Company Event
Company Event
Company Event
Video
Article
Photo
Poll/Question
Poll/Question
Video
Article
Photo
Recruiting Event
Photo
Video
Recruiting Event
Photo
Industry Event
Industry Event
Article
8. Plan And Organize The Editorial Execution
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Trackcompany
update engagement
metrics
Segment Followers on targetable dimensions
Track new Follower acquisition
9. Monitor, Analyze, And Refine
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10. Extend The Reach Of Posts & Organically Grow Followers
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0.81%Avg FollowerEngagement
What a follower sees:
1.06%Avg Followers’ Networks’ Engagement
What followers’ networks see:
11. Updates From People We Know Are More Engaging
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58k+Potential
Reach
+30% Followers’ networks have 30% higher engagement rates than followers
17
Community of engaged, like-minded professionals noise message receptivity
4,546
52Average Connections
12. Ensure Your Employees Are Sharing Posts
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13. And Of Course – Promote Your Opportunities
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