08 Mar Here’s Why You Should Be Blogging on LinkedIn
Perhaps the best thing about social media is not that it gives everyone a voice, but that it gives everyone a chance to communicate directly to those who will truly listen.
A great example of this is LinkedIn. Through its Pulse online publishing and news distribution platform, LinkedIn has brought an entirely new dimension to thought leadership. It’s making communication more personal and direct while still elevating awareness about individuals and their companies to a potentially broad audience.
In 2013, LinkedIn integrated an app called Pulse into its network to deliver curated news content to users based on their interests. Shortly after, LinkedIn opened up its publishing platform to all members. This allowed members to publish their own blogs to the LinkedIn network, free of charge. The most popular ones are published on Pulse, while all can be accessed from each member’s home page and seen by their followers.
In just a few years, the platform has become enormously popular. Check out some of these recent statistics, courtesy of LinkedIn:
I believe one of the reasons why LinkedIn has become such a popular publishing platform is because it allows users to express their opinions directly to people who can impact members’ careers and businesses. A simple 500-word post can quickly reach hundreds of followers. Many of these are likely to be potential partners, customers, or other types of business associates.
This highly tailored approach is obviously very different from traditional media relations. Authored articles that run in mainstream and vertical news publications certainly have their place in the market, as they help individuals and companies reach a broad audience.
But with Pulse and its publishing platform, LinkedIn is doing something totally unique. More so than Facebook (which is still very friends and family oriented) and Twitter (which is effective but literally limited by 140 characters), LinkedIn provides a powerful means through which to express ideas about business, culture, economics, and more, directly to a highly targeted audience who are willing to listen to and share those ideas.
And they listen in more ways than one. In addition to having their stories appear on their homepages (and, if they’re fortunate enough, the main Pulse page), users can tag their stories in the hopes of having them picked up on one or a few of the many different channels that LinkedIn offers. These are channels that Pulse users subscribe to in order to receive news about topics that interest them, much like they would via traditional news feeds.
For instance, an executive for a networking company might tag their news not only as “technology,” but as something even more granular, like “network architecture.” Like Google, LinkedIn places a priority on keywords within headlines, content, and tags, and distributes articles to different channels based on what it deems appropriate. Specific content stands a decent chance of being included in a relevant channel. This can help executive bloggers attract the attention of those reading news on that channel and increase the opportunity for writers to gain followers outside of their current circle.
This only scratches the surface of LinkedIn’s power as a blogging platform. There are many specific strategies that LinkedIn users can and should employ to get their voices heard by as many people as possible across LinkedIn. They can use these strategies to become top influencers, solicit extensive and important audience engagement, promote their own posts, and more.
Next month, I’ll go into further detail about many of these strategies, and how they can help executives express their ideas to members of the largest and most engaged business social media network in the world. These tips will give you some guidance on how to maximize your use of LinkedIn as a publishing tool.
In the meantime, I encourage everyone reading this to experiment with publishing on LinkedIn, if they have not already done so. It’s easy – simply go to your profile, select “Interests” in the top navigation bar, scroll to “Pulse,” and click “Publish a post” on the right side of the page. That’ll take you to an easy-to-use WordPress-ish blog editor where you can start sharing your ideas and take your first steps toward becoming one of the many voices using LinkedIn to connect with others.