5 Ways to Nail Your LinkedIn Long-Form Post | eNews from OWC

LinkedIn long-form posts are an important tool for positioning yourself as an industry thought leader.  Sometimes called the “Wall Street Journal” of social media, LinkedIn can be highly influential.  Using the platform to its full advantage has been shown to boost visibility on search engines by more than 25 percent including bumping up your Google PageRank.  Other reasons to take LinkedIn seriously:

  • 500 million users
  • 10 million active job posts
  • Data on more than 9 million companies
  • Among largest search engines with 5 billion annual searches
  • 71 percent of professionals cite LinkedIn as a credible source for professional content
  • Niche channels to target – Ex. LinkedIn Technology Channel has 21 million followers
  • Opportunity to be shared on LinkedIn’s own channel: editors monitor the 150,000 weekly posts to spotlight the best on one of their channels

Download PDF version of this issue: 5 Ways to Nail Your LinkedIn Long-Form Post

Building on the ideas for establishing an industry thought leader in our January 2017 newsletter, we offer the following tips to maximize the value of your LinkedIn posts.

  1. Look for hot topics: Tap into big issues, trends or regulations affecting your industry. Address the industry’s pain points and lead the conversation.  Get ideas from industry trade publications and what other leaders and influencers post.  Scroll through social media and search for keywords and popular hashtags.  Brainstorm what fresh perspective you can bring to the table.  If you’re stuck, check out this list of the most memorable articles of last year, put together by Caroline Fairchild, senior news editor at LinkedIn.
  2. Keep it concise: Writing short is the hardest thing to do, but LinkedIn Editor-in-Chief Daniel Roth says 800 to 2,000-word articles are “a sweet spot for engagement.”  The ideal LinkedIn post is crisp, concise and shareable.  Articles that are broken down in numbers or list form perform better, such as Richard Branson’s first LinkedIn post from 2012, “Five top tips to starting a successful business.”  Of course his name sells but your expertise can too.
  3. Craft a provocative headline: Of all the elements of a good post, an impossible-to-ignore headline has six to eight words and teases the article.  Using numbers like “Five tips…” or “how-to” style headlines let the reader know it will be a quick and easy read.  Once you have your post drafted, re-read it.  Try several possible headlines and select the one that best suits the post.  Vary headlines when promoting across other platforms to test which your readers prefer.  Invest the time to create a great headline.
  4. Increase engagement 90 percent with a photo: As LinkedIn contributor Joshua Miller cites this fact in his piece on how to find the best images for LinkedIn, “the ability of visual stimuli to communicate and influence is undeniable and inescapable.”  A powerful header image will lead to more clicks on the actual article.
  5. Share: Success is in engagement: clicks, likes, shares and comments.  That’s the goal when being “social.”  Cross-promote your posts on other social media channels and make sure there are links on your website and in the company newsletter.  Go through the comments and see how other people react to your article.  Be open to feedback – there may be tips that will improve your next article.  For a better chance to have your post featured in one of LinkedIn’s channels, share it on Twitter and tag @LinkedInEditors.

LinkedIn articles can take your thought leadership to millions of people, and you can do it from your desk.  Your LinkedIn commentaries can be re-purposed for speaking, webinars and bylines in industry trades.  Start posting.

August 8th, 2017|Categories: eNewsletter|Tags: , , , , , , , |

6 ways to add fireworks to your networking | eNews from OWC

Networking is an art that takes practice to master.  The wider the network, the greater reach your message and your brand will have.  After all, it’s not what you know, it’s who you know. So how do you start to make these connections?  A new contact can provide new viewpoints and new opportunities.  Here are six tips to network like a pro.

Download PDF version of this issue: 6 ways to add fireworks to your networking

  • Develop a roadmap.  The first step to successful networking is to figure out where you should be headed and what stops to make along the way.  Before the year ends, create an events calendar with dates for all major industry conferences and meetings.  Start local and go from there.  Make it your mission to attend at least 10 events each year.  Conferences like Fortune Brainstorm TECH and Thrive are popular for business leaders and key influencers.  Watch for speaking and panel opportunities.
  • Do your research.  Before an event, pinpoint who will be there.  Look at speakers’ social media activity and browse through recent media coverage of them.  Subscribe to newsletters and news alerts from major outlets like The New York Times, the Los Angeles Times and The Wall Street Journal and business trades such as Inc., Forbes and Entrepreneur.  Collect information so that, when an introduction occurs, you can work what you have learned into the conversation.  It only takes one tidbit to strike a connection.
  • Step outside your comfort zone.  Make a point to talk to new people.  If you’re an introvert, start a conversation with someone who is standing alone.  They may appreciate that you were the initiator.  For the more socially confident, stake out a high-traffic location like the bar or near the check-in table.  This will give you access to many potential connections.
  • Be a giver.  Start with your business card.  Make this exchange more memorable by handwriting additional contact information or a keyword relating to your conversation on it.   Introduce your new connections to the people you’ve already met, especially when you see a reason why they should meet.
  • Be smart about social.  The number of Fortune 500 CEOs on Twitter continues to rise.  Social media allows you to network at the palm of your hands.  Conferences always have a hashtag – use it for your posts and to see what other attendees have shared.  Join the conversation, ask questions and jump in when you see an opening.  This will be the easiest way to network.
  • Stay connected.  After a conference or a business lunch, don’t stop networking.  Keep in touch.  Connect with new contacts on LinkedIn, and while you’re at it, publish a post about the event, its value and your key takeaways.  Don’t just build your network, stay engaged with your network.

It’s crucial to meet new people to grow a business or build a brand.  You’re not trying to become fast friends, but rather establish a professional relationship that will benefit both parties.  The more opportunities for growth and exposure, the better.  With the rise of social media, the world has become more connected than ever.  Take advantage of the tools that are already at your disposal.

 

Send the invite, pick up the phone. Practice these tips at your next summer party.

 

On June 23, 2017, OWC CEO and Founder Tracy Williams (far right) moderated the “Scale Your Business, Build Your Future” panel at the 2017 Los Angeles Business Journal Women’s Summit. The event hosted hundreds of thriving women entrepreneurs.

July 6th, 2017|Categories: eNewsletter|Tags: , , , , , , |

#twitterforbusiness from PR pros | eNews from OWC

The first step in perfecting the art of Twitter is to make sure to share the most topical and genuinely informative tweets. Maybe that’s you already, and the feedback is great. But are you really enhancing your reputation with the target audience? Are your competitors tweeting even better? Twitter isn’t a private bubble, it’s a fish bowl. We’re on display, so we need to know how we’re doing.

There are plenty of analytics tools to gauge the value of social media efforts, but with so many options finding the best one for your brand is daunting. What’s the set industry standard for success? There isn’t one. We’re on our own in judging key measurements like engagement rate. We’re both the product and test laboratory.

Download PDF version of this issue: #businessfortwitter from PR pros

OWC advocates the following tactics, which we work hard to apply to our own Twitter account, @owcpr.

  • Get comfortable with numbers. Tweeting just 10-12 times each week can be outreach enough, but the effort isn’t worthwhile if nobody communicates back to your brand. Twitter Analytics is a free tool that offers basic tracking to start measuring your audience. It tells you what you’re doing well and instantly identifies the duds.
  • Know the facts. Engagement rate is the metric that matters to social media managers and enthusiasts alike. While some analysts argue for a benchmark of 1-3 percent engagement rate per post, the reality is that there is no industry standard. Competing tools use entirely different formulas to calculate rates, which makes comparisons difficult. The simple fact is: we want engagement. If we’re not getting it, something needs to change.
  • Take charge. With no set standards, the right tool for the right objective is up to us. Taking on the challenge is the first step towards finding the right metrics for your brand. Research the analytics tools – each has its benefits and quirks. At OWC we use Simply Measured for a more detailed look at engagement. We’re also trying out Sprout Social, a lower-cost alternative that uses mainly replies, likes, mentions, re-tweets, detail expands and hashtag clicks to come up with a basic engagement rate.
  • Play smart. Keywords are social media gold. You can use them again and again. Which keywords get a reaction from your audience? Analytics will tell you. Monitor industry insiders and experts and compare your performance to theirs. Copy their success. You already know that tweets with a link and a visual element outperform all other tweets. As you weave in pictures, videos and animated GIFs, check the engagement rate. Do more of what works. Do less of what doesn’t. Always do something.

Social media for organizations is about connecting, defining and analyzing how your brand presents itself. We want to grow and engage. We want more followers, more responses, more recognition, more action. Tweets should be the sharpest tool in your daily communications kit. Finding the right analytics program – and using it – will sharpen your Twitter approach to a fine edge.

April 11th, 2017|Categories: eNewsletter|Tags: , , , , , , |

TaskUs’s Bryce Maddock has 5 tips to spotlight your outstanding company culture

Forbes recently asked Bryce Maddock, CEO and co-founder of TaskUs, about the most effective ways to showcase a company’s culture. Maddock shared five tips on how his company uses social media to showcase its corporate, build employer awareness and attract talent. TaskUs is active on Instagram, Facebook, YouTube, Twitter and Snapchat. Last year, the company gained 181,428 followers on social. As a result of these efforts, the company received 33,195 job applications just last year.

“In a social media world, everyone wants an office worthy of Instagram,” says Maddock. “Employees know they are valued when they are seen. More powerful than word of mouth, social media lets people see our offices, group activities and, most importantly, happy employees.”

Read more: These 5 Clever Tricks Can Help Showcase Your Outstanding Corporate Culture (Forbes)

 

February 8th, 2017|Categories: Client News|Tags: , , , , |