Publishing on LinkedIn – Three Surprising Tips

20141107 LinkedInThree surprising tips, in my third post about Publishing on LinkedIn… do good things always come in threes?

In the first post, I asked if being one of the first to publish was a privilege or pain.

In the second, I looked at the pros and cons.

This third post comes via Jennifer Janson, who contributed to the second, and tweet alerted me to 10 Data-Driven Steps To Dominate LinkedIn Publishing by Melonie Dodaro.

Dodaro’s infographic is based on “the 3,000 most successful LinkedIn publishing posts”. Surprisingly, the ten tips include –

1. Longer is better in LinkedIn publishing: 1,900 – 2,000 word posts significantly outperform shorter content.

2. Sitting on the fence is a good thing: Neutral posts perform more than 70% better than those with either positive or negative sentiment.

3. Questions don’t make great titles: The more successful posts had statement headlines.

So… don’t ask questions, don’t have an opinion, and don’t use one word when you can use more?!

Publishing on LinkedIn – Pros and Cons

20140415 LI invite to pubishWhen LinkedIn started the rollout of its publishing platform earlier this year, I asked: is publishing on LinkedIn a privilege or a pain?

A few months on, most seem to think the latter! But there are some positive experiences to share too…

Tipping the scales towards Pain:

imageCharles Christian, Award-winning legal technology journalist
I’ve published there but think LinkedIn has lost the plot, and object to the fact that premium users get to be influencers.

 

imageJulian Summerhayes, Consultant | Coach | Speaker
I think people will regret publishing on LinkedIn. What I’ve seen so far doesn’t fill me with much hope that people have thought about their buyer persona, the digital buyer journey and how LinkedIn has treated its users in the past with dumping certain aspects of the platform.

image

Janet Bebb, Social Media Trainer, Content Manager & Consultant
I’ve not got round to publishing yet. Reason – not even blogged on my own site so hardly likely to blog on LinkedIn. Negatives: Seeing some peoples articles that I’m 1st line connected to that I’d rather not! Benefits: just that, it can get you back in front of your contacts!

image

Aynsley Damery, Partner, Tayabali Tomlin
Honestly, a pain in addition to the TT blog, status updates, posts, tweets, etc. Agree with the valid concerns in your blog! For me, the idea is good, but… need to focus on 1, 2, 3 [what to write; how to find the time; and being mindful that the content is not under your control].

image

Tara Taubman, Founder at FlyAKite.org
Technically, just ok. Had trouble editing my first post from iPad and some comments won’t show on iPhone. Also, in a very short time, one day, LinkedIn is saying more than 250 views, so I am a bit sceptical.

Tipping the scales towards Privilege:

imageJennifer Janson, Managing Director at Six Degrees
Despite the fact that I regularly post on the Six Degrees blog, I only rarely get comments. Within 24 hours of adding my first post to LinkedIn, I had comments which included lively debate among the readers. I think that’s priceless. It might mean that I am doing something wrong on my own blog, or more likely, it means that there truly is power in the LinkedIn network.  Although it will add greater demands on my time, it’s a wonderful way to stay connected with my connections on LinkedIn, in a meaningful way. I do worry about the fact that my content might one day disappear on the whim of someone at LinkedIn, but while the publisher platform is there, I am going to do my best to use it.

imageDeb Dobson, Marketing Technology Manager at Fisher & Phillips LLP
My firm and I have been busy writing on the platform. We are seeing an increase in views, engagement and followers. It’s easier to get in front of a target audience and if a post gets picked up by a LinkedIn Pulse Channel than it really gets distributed to those following specific topics. One post got picked up by two channels that were definitely the audience the post was meant for. I would encourage the doubter to consider it one more place to publish on in addition to website/blog. We are using standard [rather than premium accounts].

image

Paolo Fabrizio, Social CRM I Blogger I Speaker
My opinion was and remains very good. In particular, I’ve experienced positive results in terms of reach, networking and engagement. I set a clear strategy before posting my first article. That was: 1) Writing on LinkedIn only in English; 2) Not copying or mixing any content of my Italian blog; 3) Covering the same topics (social customer care, corporate blog, online reputation). If you don’t have a clear strategy, you won’t get any result. In such cases, just don’t do it!

How are you finding publishing on LinkedIn? Do your experiences tip the scales towards privilege or pain?

Publishing on LinkedIn – Privilege or Pain?

20140415 LI invite to pubishBack in February, LinkedIn announced that it was opening up access to its publishing platform to all 277 million users. Before then, LinkedIn had only allowed a small group of selected influencers, such as Richard Branson, Bill Gates and Jack Welch, to write and share long-form blog posts.

20140416 LI Publish.1LinkedIn said that the rollout would be staged, starting with 25,000 English language users. Those with publishing power see a small pencil icon to the right of their Share Box when they are signed into LinkedIn.

The first time you click on the pencil, you will be taken through a Publishing on LinkedIn tutorial… what you should write about, what happens when you publish and “A few things to keep in mind” – reminding you to get permissions and give credit.

20140416 LI Publish.5

If you’re keen to get started and don’t yet see a pencil, you can apply for early access here: http://specialedition.linkedin.com/publishing/

Of course, the official line from LinkedIn is that it’s “a great opportunity” (to strengthen your professional reputation by sharing your perspectives with your network) and when I was granted publishing rights, the email I received from LinkedIn was headed up as “Congrats Linda! You’re invited to publish on LinkedIn”.

Congrats? Perhaps I felt a flicker of flattery, but mostly I pondered:

  • What I would write on LinkedIn… in addition, or instead of, to this blog;
  • If in addition to, how I would find the time (#needmorethan24hoursaday now!); and
  • Having just said goodbye to CubeSocial’s LinkedIn Products & Services tab, what if LinkedIn similarly changes its mind about this feature and “retires” everything that I publish – all LinkedIn publishers need to be mindful that the platform, and therefore the content, is not under their control.

What do you think? Are you one of the first to publish on LinkedIn? How are you finding it? A privilege, or a pain?