Let’s talk about the social media strictly for business enthusiasts: LinkedIn.
With over 500 million LinkedIn users to date, LinkedIn is the ultimate hub for people looking to grow their professional network and connect with like minded people in their field.
It’s also a great way to reach a new audience. 40% of all LinkedIn users are active daily. On top of that, every second two new LinkedIn accounts are made. It seems that LinkedIn is always buzzing with interactions.
So, chances are your association has a LinkedIn profile. But are you using LinkedIn to the best of your ability? Do you know about recent advances to LinkedIn’s platform?
Just one year ago, LinkedIn announced a complete design makeover to their desktop site. They improved their site appearance, made a seamless mobile to desktop experience, and overall made the experience new and exciting.
However, if you thought that was the last of the LinkedIn updates, you’d be wrong.
Recently, LinkedIn just added new features to their website that associations can take full advantage of.
Learning how to use every feature LinkedIn provides can seriously enhance the way your association stands out on the site. Not only can it boost your engagement, but it can attract a new audience, strengthen your marketing strategy, and so much more.
If your association is looking to grow its LinkedIn engagement and overall presence, here’s what to look out for.
1. New homepage features
You see your LinkedIn homepage every time you log in. But have you really noticed what’s going on with it?
LinkedIn has recently presented a new homepage feature. While it’s not the most obvious change, it does provide an impactful experience for LinkedIn users.
Based on the combination of algorithms and actual human editors, LinkedIn is focusing its homepage less on status updates and more on content. Your homepage will provide more videos, blog posts, and shared posts.
For associations, this is a huge win.
It’s clear that content marketing and creation is king of the social media world. In 2016, the Content Marketing Institute reported a 69% increase in marketers creating content. The demand for content is out there, and LinkedIn is ready to promote that content.
The new homepage algorithm will increasingly promote content of all different styles. Whether it’s organic, promoted, or native, you can be sure content will filter onto your audience’s homepage- as well as your own.
Try pushing your content onto your LinkedIn page. Share pictures, insightful articles, even free offers. Work with LinkedIn’s content friendly homepage to get members and new audiences engaged in your association’s profile.
Another feature dedicated to the business mindset is the “Work” button, located to the right of a profile picture in the navigation bar.
This button allows for easier management of a company page. That’s not all, it also provides a better experience for advertising, finding potential employees, and providing helpful career information to followers.
Linkedin’s new homepage features just show that sometimes the best things are right under your nose the whole time.
2. Native video
Chances are you might have heard about the native video feature for LinkedIn. What’s all the buzz about?
Well, according to LinkedIn’s own Viveka von Rosen, 74% of internet traffic in 2017 was estimated to be video-based. Videos are becoming the best new way to engage an audience.
So, LinkedIn decided to hop on the video train and introduce native video- a feature that many other social platforms use.
While the feature was only allotted to 500 people when first launched, it’s slowly making its way into the world of every LinkedIn user. Yes, if your association hasn’t experienced it yet, native video will soon be a feature you can take advantage of.
Why is this important? Well, prior to the native video feature, LinkedIn users could only use embedded links to share videos. There was no way to directly post a video and track its engagement through the LinkedIn app.
Now, associations can post videos directly to their page. This provides not only a better engagement experience for audiences, but more accurate engagement analytic results.
Here’s how LinkedIn native video works: record a video or shoot a video on the spot. Add a killer title, a witty caption, and share it with the world! It couldn’t be more simple.
However, there are always tips to make your videos stand out.
For starters, you don’t want to market videos on Linkedin the same way you would on Instagram and Snapchat. LinkedIn is business-oriented, so you want your videos to reflect that same mindset.
Keep your videos short and concise. The average most watched Youtube videos are often short, ranging in the four and a half minute spectrum. In fact, most people stop watching a video after 30 seconds. You want to keep that attention locked on your association’s video.
Practice making your video creation and get ready to share your project with the rest of the LinkedIn world.
3. Career advice
Ever wanted a way to reach out to members to help with things like career development, job searches, or more? With LinkedIn Career Advice, now you can.
Presented in November of 2017, LinkedIn’s Career Advice feature offers “a new way to help you find and connect with professionals for mentorship”. Essentially, this is a way to bridge the gap between your association and its members on LinkedIn.
This feature connects LinkedIn members with likewise business interests for a lightweight mentorship opportunity that is beneficial for both parties. So, how does it work?
Well, let’s say one of your members is looking for advice on a project they’re doing. Or, maybe they want to switch their career path. They can pay a visit to the LinkedIn Career Advice hub.
The Career Advice hub allows members to enter specific advice preferences. It then find the best members on the LinkedIn site that could help mentor the troubled member, one of which may be someone on your association’s staff.
Encourage your members to reach out through the Career Advice hub. If you’re already connected on LinkedIn, they can search for help via 1st or 2nd degree connections. This way, you have a better chance of mentoring them and helping them find the right path.
LinkedIn’s Career Advice feature might be what you need to reach out to members struggling to engage with your association.
4. Smart replies for messages
AI is slowly making its way into the association world. But did you know LinkedIn already provides a simpler version of AI for messages?
With smart replies, responding to a LinkedIn message can be done faster than you can even speak.
LinkedIn introduced the smart replies feature in October 2017. The feature uses smart machine technology to analyze simple messages and provide a few automated responses to reply ASAP.
Why is this good for you? Well, we all know how hard spare time is to come by. You’re always busy and looking for ways to cut down on time in small areas. LinkedIn has just given you the chance to gain some of your time back.
Let’s say someone messages you trying to make plans. Instead of confirming in a lengthy message, you have the option to pick from 3 smaller responses at the touch of a button. Your responses might include things like: “Awesome” “Sounds good” or the affirmative thumbs up emoji.
Smart replies allow you to save time while also engaging with any members that may want to reach out via LinkedIn messenger.
Hopefully you’ve learned something new about the power of LinkedIn and what it can do for your association.
Try out some of these new features and see how they affect your engagement numbers. Who knows- you may have just found your new favorite LinkedIn feature.