LinkedIn Sharing Explained
In this article we'll be discussing how LinkedIn users can amplify the reach of their company page content by sharing it out via their LinkedIn connection networks. Let's dive into the anatomy of the LinkedIn share.Read my next article for tips on how to create great content for LinkedIn.
Sharing TO a LinkedIn Company Page
Posting a link to your LinkedIn Company page allows you to post an update out to all of your page followers. Page admins can do this via the "Admin Center" on the company page.
If you aren't an admin you'll need to become one. You'll have to follow these steps to become an administrator of your LinkedIn Company page. If you aren't an admin then the "share an update" box won't be visible to you.
If you haven't already created a company page you can follow the steps here to get started: Create a LinkedIn Company Page. When you create updates via the company page you can make edits to the image, (see screenshot below), headline, and meta-description.
If you don't have very many page followers then this article will be useful in showing you how to amplify your company page content via personal LinkedIn updates. Don't try to go at this alone. Social media is best when your entire team participates in sharing and amplifying your content.
Sharing from a LinkedIn Company Page
A properly built LinkedIn Company Page is different than a personal profile. Although you will see people set up their company pages as profiles, this isn't the ideal set up. A company page, unlike a profile, cannot send connection requests, can't join or post updates in groups, and can't comment on the posts of other people.
All of this means that there are a limited amount of ways to expose the company page itself to a wider audience.
To share an update from a LinkedIn company page you can 1. Go to your LinkedIn feed. Find an update from an organization that you follow, and hit the like and/or the share buttons or 2. Go to the company page and then click on the like or the share button of the update which you'd like to promote.
When you hit the "like" button, a notification will go out to your network that indicates that you liked the content.
When you hit the share button you're able to share the update along with your own comment. We'll look at an example of this below.
When you share an update from a company page--or from a company page post in your home page feed, it renders differently than when you cut and paste a link or when you use a LinkedIn social share button.
Here is an update shared from via a company page share:
Here is another update but shared from a LinkedIn share button or a cut-and-paste post:
Notice that in the first version your company name will be visible to your network. Though both links will take someone back to the TSL Marketing website the first one will expose the link of the TSL Marketing LinkedIn company page to my network of connections. This can also be done using the @ symbol to mention a company page or a person. We'll touch on that later.
Sharing from the company page can help you gain company page followers because more people have the chance to see and click on the link to the company page.
Sharing from a LinkedIn Company Page as an Admin
This is very important: If you are a company page administrator you CANNOT like or share company page content FROM the company page. Any action an admin takes while on their own company page will be reflected as an action taken BY the company.
This is useful when you want to respond to comments as the company, but pointless and self-congratulatory otherwise.
For page admins to like and share posts from their own company page they need to either find the post from the company page in their home screen feed or select "interests" and then "companies" from the LinkedIn navigation bar. This will take you to a list of recent company updates from companies that you follow.
From here company page admins will be able to like, share, and comment on company pages posts as themselves. This helps expand the reach of the post out to the personal networks of the company page admins.
Posting to your Personal LinkedIn Feed
The easiest form of sharing happens when the page you want to share has social media share buttons. Sharing is easy when there is a LinkedIn share button present. Just follow these steps:
Step One: Find the content you want to share.
Step Two: Click on the LinkedIn Share button (you must be signed into LinkedIn).
Step 3: A window will pop up and it should allow you to:
- Share an update - Select this to share with your LinkedIn connections.
- Post to Groups - You can share the update with any groups that you are a member of. It helps to have some familiarity with the group and know what kind of material is posted there.
- Send to individuals - You can select from your connections and send to them by typing their names. When you do this the link will appear in their LinkedIn inbox.
- Share to Twitter - Checking off this box allows you to share to a connected Twitter account.
When you perform these actions you may also choose to add your own comments in the box labeled "share an update or mention someone using the @..." This gives you the opportunity to add your two cents about the post, or call specific attention to a person or a company by using the @ symbol. When you type @TSL Marketing, for example, it allows you to select TSL and creates a link in the update that will direct anyone who clicks on it to the TSL Marketing LinkedIn Company Page.
Sharing Links directly from your LinkedIn home screen means that you have to copy and paste the link into the "Share an Update" section:
When you share an update this way it may not always render perfectly. If that's the case you should be able to 1. scroll through various images, 2. alter the headline, 3. change the meta-description, Though it isn't immediately obvious you can do all of this by clicking anywhere around those sections.
If these sections aren't editable (this happens), then there may be issues between LinkedIn and the website that you're trying to share. These problems would need to be addressed on the side of the site you're trying to share. This problem often happens with sites in iframes.
The Benefits of Social Amplification
When done in concert, liking and sharing a post can amplify your content out to a much wider audience. For example, let's say your company page only has 50 followers. Any post to that company page has a chance to be seen by those 50 followers, but in reality it may only get half that many impressions if no one interacts with the content--or none of your followers happen to be logged into LinkedIn.
If two LinkedIn users with 250 connections each find the content and like and/or share the content then now you've magnified your potential reach by ten times. This means more potential impressions of your post and more clicks to view your content.
If you want to get the highest amount of impressions, clicks, and conversions, then it's critical that you get your most well-connected team members to like and share your content out to their LinkedIn social network.
Not only do these actions help to grow the reach of the content, they can have the effect of making the content trend on LinkedIn.
You and your team members have customers and prospects in common who may not be following your company page. When a LinkedIn update "trends" LinkedIn exposes this to people in those shared circles by lifting those posts up higher in their feed along with an announcement that says "your network is talking about..." Getting content to trend this way can expose it to even more people as this kind of content will be seen as a "Top Update" by the LinkedIn algorithm.
Sharing Tips and Best Practices on LinkedIn
- Try to share early in the morning and middle of the week. LinkedIn has more traffic at this time.
- Add in commentary when you feel you can add insight to the post: ex "here is the newest blog article from the TSL team. An excellent primer on the basics of a LinkedIn Company page."
- Keep your commentary relatively succinct.
- When you "like" a post that is essentially an endorsement and people in your network will see you took that action.
- When you "share" this gives you the ability to add a comment or not, this comment is also seen by your network of connections.
- "Send to individuals" may be useful if you're looking for specific people to see the post, or if you're trying to send to your internal advocates to get them to see and share the post. There are some limitations here because it goes to their LinkedIn inbox. Depending on their settings they may never see this message if they don't check that inbox. When you perform this action you can give your email a subject and a message.
- "Share in groups" can help you spread the message to certain groups you're a member of but just make sure that the post isn't overly promotional. If it is you it may be rejected by the admin or moved to the promotions section.
- "Share in Groups" allows you to start a discussion around the topic. Once you select the group or groups you'd like to post the update to, it can be helpful to try to use the "title" and "detail" section to say something or start a conversation about the update.
- Title: "Tips for backing up your business data"
- Detail: "Here are tips on how to protect your critical business data. What is your data loss horror story?"
- Remember that in order to share a post to a group discussion you must be a member of that group.
- By adding this commentary you're doing more than posting a link. You're trying to get people to engage with your content by doing more than just clicking and reading the link. When someone posts a comment on your discussion, then that post has the chance to get more impressions and potentially more engagement.
Visit http://blog.tslmarketing.com for future articles in this series including information about the basics of using your LinkedIn company page, simple steps to optimize your personal profile, how and when to use LinkedIn advertising, and more.
Considering using LinkedIn as part of a B2B marketing campaign? Connect with me on LinkedIn and let's talk. www.linkedin.com/in/kryannicholson