Mediaboss Marketing

Engagement on LinkedIn has been steadily rising over the past few years, with the platform regularly posting record levels of engagement, as shared in parent company Microsofts quarterly results.

Given this, its worth considering the potential of LinkedIn interaction for your brand, and how you can use the platform to connect with relevant audiences, and fuel professional community in the app.

It wont be everyone, of course, and you do have to measure the value of reaching the right people for your business versus the amount of time spent. But staying in touch with the latest niche trends, and understanding the evolving LinkedIn discussion, can play a role in boosting your branding performance, and building your broader digital presence.

So how do you do it what are the best ways to tap into LinkedIns engagement growth for your business?

We recently spoke to Ting Ba, the Group Product Marketing Manager for LinkedIn Organic & Paid Marketing Solutions, to get some more insights into how brands can make best use of the platform.

Q: LinkedIn has seen two years of ongoing growth in user engagement. What are some of the key trends youve noted that have sparked more interaction among LinkedIn members?

TB: With different regions of the world in different phases in the pandemic, one thing is constant - everyone is desperate for community.

People are looking to have conversations about challenges, lessons learned, and to share advice with one another. Were in the midst of having one of the greatest conversations about the world of work, discussing the Great Reshuffle and what it means for the ways we approach the work we do each day.

Conversations like this, and so many other movements for change, are sparking even greater interaction among LinkedIn members.

Q: LinkedIn groups remain a seemingly underused resource do you have any tips on how brands can utilize LinkedIn groups to best effect?

TB: Its important to build a trusted space for thoughtful conversations, and meaningful relationships in your group.

Where possible, you need to empower members to ask questions, exchange knowledge, and create opportunities.

Keep these things in mind as you grow your LinkedIn group:

Q: What are your key tips for deepening engagement within LinkedIn communities?

TB: There are several ways to deepen engagement, but three of our top tips include: consistency, add value, and encourage a two-way dialogue.

Q: What are some examples of brands/individuals that are succeeding, in your opinion, at community building on LinkedIn?

TB: Building a sense of community has never been more important, and we saw a 35% increase in public conversations happening on LinkedIn in Q4FY21 vs Q4FY20 with brands engaging with their audiences in various ways, including images and live streams.

From The Female Lead, a small London-based nonprofit, that generated more than 6,800 reactions and over 180 comments when they shared a powerful image depicting women standing together to better the world for all women, to NASAs live stream of their launch, which led to over 7,000 comments and more than 14,000 reactions.

Q: If you were starting out with a company Page, what would be your top focus elements to begin your brand-building process?

TB: Our Getting started formula is simple: complete your Page, invite followers (until you reach 150), and start posting and engaging daily.

This is the recipe for kick-starting the success of your Page, and getting it to grow organically. We have a built-in Completion meter for Page admins just starting out to follow and make sure their Page is optimized. From there, youll want to start diving into your analytics to understand whats resonating with your audience, and test different ways of engaging your audience, whether with Stories, Polls, Articles, or Live Events, to name a few.

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Pro Tips: LinkedIn Shares Advice on How Brands Can Tap Into Rising Engagement on the Platform - Social Media Today