Join Daniel Roth for an in-depth discussion in this video Sharing content as a social employee, part of Writing to be Heard on LinkedIn.
- Dell recently did something interesting. They asked their employees to start writing and sharing on LinkedIn. And they didn't tell them what to write about. They just said, write about what you think would work on a professional network. So a number of employees started writing and one guy, middle level manager at Dell, his dad had recently died. And he wrote a post about what he had learned about business from his father. The post blew up on LinkedIn. It did so well, that when we looked at the data we saw that he was the second most viewed profile at Dell.
And the number one was Michael Dell. So you can have a very big impact with your writing. This is also really important if you are in PR or you have your own company. And you are thinking about how do you leverage writing and publishing on LinkedIn. By using your employees, they don't have to be the top employees, they can be your voice, they can be the voice of the person in a cubicle down the hall. It could be someone who's just started or has been there for decades. But if people have something powerful to say it's going to get noticed. And one of the things we've seen with data is that employees have 10x the following that a company has.
And you have much higher engagement on their posts. People want to follow people. They don't want to follow brands. So if you can get people to share what's in their minds, what they're thinking, their insights, and they can do it in an authentic way, it's going to get attention.
- Writing what you know
- Remembering your audience
- Crafting great headlines that get clicks
- Handling comments
- Sharing content on LinkedIn and beyond