Posting on LinkedIn: The rules of engagement

Marketing

Posting on LinkedIn: The rules of engagement

What to do – and not to do – when connecting with your network on LinkedIn.

In the context of building relationships online, you want to ensure that everything you post on LinkedIn educates your connections on what kind of person you are, what your practice is about, and the value you add to them by being their LinkedIn connection. That way, they are more likely to share your posts with others you have yet to make connections with. When posting, imagine yourself as the person reading your updates. What content would you be interested in reading? Here are some tips for posting:

WHAT TO DO:

  • Focus on quality over quantity. Make sure your posts will interest the broadest audience.
  • Post on average 3-5 posts a week – two created by you and three from a pre-approved library (if allowed/provided by your firm).
  • Be consistent. Stick with whatever frequency you choose. It’s better to post one time per week every week than 10 times one week and nothing the next.
  • Use your firm’s social media tools to schedule future posts.
  • Be sure to share a variety of posts on subjects ranging from community events and industry news to market commentary and news about the firm, and try to engage your connections in a conversation about the subject.
  • “Share” updates and articles that your connections will find useful. It will show up on their news feed.
  • “Like” content that your connections post. This will also show up on their news feed.

WHAT NOT TO DO:

  • Do not post or comment on controversial topics.
  • Do not post unapproved content or content that may be deemed as too personal.
  • Do not post before proofreading all content to ensure it is free from errors and typos. 



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