Join Daniel Roth for an in-depth discussion in this video Turning to the news, part of Writing to be Heard on LinkedIn.
- The editorial team at LinkedIn meets everyday to talk about what kind of pieces are doing well on LinkedIn and what we need more of. And the way we do this is by looking at what's in the news. We check the headlines to see what people are already talking about and we ask people to write posts based on what the world is discussing. You don't need to wait for us to do this. You can write your own posts based off what's in the news. So let's run through some examples. Ahh, here's the New York Times. Let's look at the business section today. This is today's paper. We got Janet Yellen talking about raising interest rates.
Farhad Manjoo is talking about coding and the importance of it inside Google. Anheuser-Busch is merging with InBev. Every single one of these topics is something that you might have some unique take on. Raising interest rates, how is that going to affect your business? How should other businesses think about it? Ah, coding, are you someone who knows how to code? Do you think you should know how? Are we focusing too much on coding instead of on other kind of skills that people need to have? Mergers, how will mergers affect how you think? What's causing these mergers? Have you ever been through a merger? What are some of the things Anheuser-Busch needs to think about? There are so many topics that you can weigh in on that allow you to put your voice into the conversation that's already happening.
There is something unique that you can share in this conversation. Don't fool yourself into thinking that you have nothing to add. You always have something to add. So think about where you can fit in, how you can lend some personal story or some anecdote, some way of understanding or adding new insight into what's happening in the world. Writing off the headlines works. One of my favorite examples is, the New York Times had a story about the pressure cooker environment inside Amazon. It was a front page story. 24 hours after that story came out, a engineer at Amazon wrote a post on LinkedIn about his experience at Amazon, what it was like to work there through his eyes, the good and the bad.
The post blew up. It became one of the most read posts of the week on LinkedIn. It got over a million views. This is someone who had been writing for a while on LinkedIn, doing okay, but it wasn't until this post until he wrote off of the news and talked about things people were already talking about that suddenly the trajectory of his writing on LinkedIn completely changed. It changed so much, in fact, that people started writing about his post. He became the news. So, you do this right, and you become one of the headlines.
- Writing what you know
- Remembering your audience
- Crafting great headlines that get clicks
- Handling comments
- Sharing content on LinkedIn and beyond