Publishing status updates on LinkedIn is one of the best ways to build thought leadership. I’m often asked the question “How often can I post updates without annoying my connections?”.
I tell my clients one of the reasons why LinkedIn is my “channel of choice”, is because it’s a fairly low maintenance site. You only need to publish a few times per week to stay top-of-mind with your connections.
Unfortunately, one of my connections shares content on LinkedIn every HOUR (I presume it’s auto-scheduled content which is also being shared to Twitter). The content isn’t relevant or useful. It’s not only “noisy”, but I don’t want to have a single person monopolize my feed. I now no longer see any post they share because I’ve hidden their posts (while still staying connected). They don’t know I’ve hidden their posts; and by publishing too often, they’re actually getting less attention.
In my opinion, publishing relevant QUALITY content is FAR more important.
I’m sure you’re wondering how I’ve done this, so here’s how to hide the posts from someone who posts too often:
Step #1: Within your feed, mouse over the top right hand corner of the block.
Step #2: Mouse down to “Unfollow (person’s name)”
How often should you publish on LinkedIn?
I strive to update at least two curated status updates plus one original long form blog post per week.
My goal with publishing any posts is to be of service and provide useful information. Like the 80/20 Pareto Principle, the ideal ratio for content includes publishing 80% useful information and 20% self-promotional posts.
Content on LinkedIn should focus on business-related information (PLEASE save the cat photos and math problems for Facebook). You may want to ask yourself before you click “publish”:
- Will this content help to solve your client’s problems?
- Does this information pique their interest?
- How can you subtly position yourself as someone who is “in-the-know” with the most current information of their industry?
With the status updates I share, I’ll do my best to include a question to evoke engagement. For example: “My favourite tip in this article is point #4. What do you think?”
With the long form blog posts I share, I’ll include a “boilerplate” of copy to describe who I am and how I help my target audience. This way, if a second or third degree connection reads the post, they get an overview of what I do (just in case they may want to hire me!)
The ideal times of day to publish posts on LinkedIn, according to CoSchedule are before and after work (7:00 – 8:00 a.m or 5:00 p.m – 6 p.m.) Tuesday, Wednesday or Thursday. (Makes sense; this is when people may be commuting or getting ready to start/end their work day.)
The golden rule of “do unto others” is the same way you should treat all forms of communication online. Remember: even though we are connecting computer-to-computer/device-to-device, we are still connecting human-to-human.
Publishing great content subtly helps to build trust and rapport with your network and showcases you as wanting to be of service.
What do YOU think? How often is too often?
Leslie was called a “Social Media Guru” by CBC Radio and was featured on CTV’s “The Social” discussing how to manage your digital identity. Leslie has been working in digital marketing since 1997 and founded PUNCH!media in 2009.
PUNCH!media clients include Guardian Life Insurance Company of America, Investment Planning Counsel, and RBC.
Whether it’s through LinkedIn training or profile optimization, PUNCH!media’s goal is to empower executives with a powerful online presence so they can brand their business properly and convert higher-paying clients.
Get your free LinkedIn Time Management tip sheet at www.punchmedia.ca