As originally seen on Forbes
Are you wasting time sharing content to company pages? Maybe.
Company pages just aren’t very effective. LinkedIn is all about the users. LinkedIn users care most about other users. It’s time you do, too.
Nobody Looks at Company Pages
When was the last time you woke up in the morning, opened up LinkedIn, and thought, “what did X company say on LinkedIn today?”
Never. You have never done that. Unless maybe you work in PR?
LinkedIn is all about connecting with your peers, people with shared interest, skills, or work experience, and having a conversation. Companies on LinkedIn are simply a vehicle to make the work history on individuals profiles a bit more enhanced.
The idea that a company page (and this is excluding incredibly large and famous companies, like Apple or Microsoft) will garner a loyal and interested enough audience to make your content successful is dangerously ignorant. What you’re really doing is giving your content a place to die.
Secondly, we have to look at the LinkedIn algorithm. When you share on a company page, LinkedIn de-prioritizes your post on other users feeds, meaning they are less likely to be seen on someone else’s feed.
Employees Get Connections, Companies Don’t
But, on the flip side, employees have real “followers.” They have peers who constantly view their posts, because unlike company pages, normal user posts are boosted in the typical users feed.
Now, you may be wondering why LinkedIn has done this, boosting individual users instead of company pages? Well, it comes down to the essential reason for which LinkedIn exists. To connect you with your peers, and to connect you with content you are likely to be interested.
Or as they put it, “Manage your professional identity. Build and engage with your professional network.”
Employees will always have more connections and people looking at their profile than companies. Always.
The Spiderweb Effect
And that leads us to the Spiderweb Effect. The average company has 930 followers, people viewing your content, but most users only have 400. So how do users have more connections?
Think about how many employees you have. 50? 100? That’s around 30,000 potential connections that could be looking at your content, compared to the 930 on your company page.
And after those initial shares, out of the 30,000 people who viewed the post, chances are around 10% of them will re-share it.
That’s 33,000 people who could’ve seen your content, but you’re blowing them off to share to the 930 people who follow your company page.
Changes in the Marketing Space
COVID has only exacerbated this change of focus away from companies and towards individuals.
The pandemic has made foundational changes in the marketing space and it will be impossible to go back to the way things worked in 2019. There’s no denying it. And to keep trying to do 2019-style marketing shows a lack of understanding of how to bring in business now.
Social media has allowed individuals to make deep and meaningful connections with professionals so, of course, they are going to go to the person they chat with on social media as opposed to the person on a bus ad or in a phone book (if you are old enough to remember what those were.)
Getting your employees sharing company content on their personal LinkedIn accounts may seem like an uphill climb, and honestly, some employees will never want use their personal connections to promote company content. But there is a sizable population in every company that is willing.
There are a myriad of softwares that can help automate this employee sharing, like Dynamic Signal, Smarp, and Clearview Social. With tools like Clearview Social, it’s easy to prompt your employees on a regular basis to share company content.
Your company content will be put together in what’s called a ‘queue’ which is then sent directly to your employee’s inbox. From there, all they need to is simply hit the ‘share’ button. They can also receive push notifications on their phone. Whether you use software or not, the point is to find some way to make it easy for your employees to share. Reduce the friction and you will get much more participation.
I’m not telling you to kill your company pages, but what I am telling you is that they aren’t the key to success with your LinkedIn strategy. You can unlock that by simply leveraging the network of all your existing employees.
Want to talk me about employee advocacy and getting your employees engaged on social media? Feel free to tweet me @adriandayton Adrian Dayton on Clubhouse, or check out this link and set up a quick chat.
As originally seen on Forbes