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Aug. 5, 2014

72: Understanding the LinkedIn Publishing Audience

72: Understanding the LinkedIn Publishing Audience

Neal reveals his "aha!" moment from his recent blog post on LinkedIn and offers advice on better understanding the unique demographic that is viewing your blog posts on LinkedIn.

 

Transcript

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welcome to maximize your social actionable 10 minute advice on how your business can maximize your social media presence. Now the host of Maximize Your Social Social Media author, speaker, consultant and founder of Maximize Social Business Meals. Schaefer, everyone thinks is Neil Schaefer and welcome to another episode of Maximize Your Social. Are you expecting me to waste a few minutes on an introduction that has no meaning and sounds repetitive? Why would I do that? Let's get right into the topic at hand, which is understanding the audience for your linked in blawg posts. I had sort of an ah ha moment this week in a weakening, and it deals with the Lincoln publishing platform. If you followed me on maximize social business or maximize your Social published a few posts, including a YouTube video on how to apply to publishing linked in platform. How to apply for early access. How to actually create your first post. That's a YouTube video. I think it's about 10 minutes long if I'm not mistaken. And then I even went into my own advice on what exactly should you use the Lincoln publishing platform for my concept around publishing on platforms is you have your own blawg. In my case, I have to blog's. I have the collaborative blogged maximize social business, which is my main block house of a block for my own business called Maximize Your Social. I have the podcast, right? These this is unique content. I'm not re enough a script unless you think I'm a really good actor that could read off a script and sound like this. But the other avenue that I think that has come about is the linked in publishing platform. I think about it. If you have the opportunity to guest blogger on forms, would you do it? Absolutely. I consider linked him to be very, very similar. Just this last post I published yesterday has 1000 views, a lot of blogged posts on a lot of blog's don't even get 1000 views unless you're published on one of the major blog's. So think of Lincoln as a very, very special place. Now there's a lot of people say, Well, I have a block. I don't want to create special content for linked in That's just a waste of time. I'll just, you know, republish my own content on linked in. And you know, there's a lot of people that are doing that in all honesty, and some of them have been really successful. I have not taken that approach. I'm of the approaching. If you're gonna make content, make it work. And if you're gonna publish the same content, at least you need to rephrase it for the Lincoln community. And this is really the ah ha moment that I have. I'm not saying that I copy and paste in a particular block post and publishing Arlington for the first time. But I did publish my eighth post just over the last few days, and this post was on employee advocacy and linked in. Now I just released a free book with the folks over people links on how to build an employee advocacy program. I'm assuming if you're listening this podcast, you are one of the first people downloaded it. And if you're not well, just check out one of my block post unemployed advocacy that have published recently and you'll find the length the landing page. But regardless, I wanted to introduce the fact that I had this new e book to the linking community and I also wanted to introduce the concepts that covered in these to block posts that written on maximize social business that linked in is the perfect place for employees Efficacy and that employ advocacy in 2014 has become a major buzz word for a lot of different reasons, and I wanted to talk about the trends. So hey, this is linked in If you've ever posted a link about Google plus on Google. Plus, you know it gets a lot of shares. If you post about Twitter on Twitter, it gets a lot of shares Facebook on Facebook and so on and so on. So it's no surprise that anything related the link then, I felt, was going to do well on the dam. But instead of just copying and pasting a post, I first of all merged together two different posts, and I also rewarded it for the Lincoln community, right? It's the most professional, the most savvy community. This is the community that you want to be the least sales e in. But I did use a picture of the book for the photo that appears at the top of the post, and I did have a link at the bottom. Hey, if you're interested, you know, feel free to down the 40 advice. But what happened here on LinkedIn is something that has not happened on my blog's on my podcast or anywhere, which is serious professional conversation. Now, I wrote a block post a long time ago. And Joel don I know you're listening to my podcasts. I know you're nodding and smiling as I speak, and I'm sorry to call you out there, but it was on. I blogged for content, not for comments. I don't blawg as an engagement tool. I belong as a resource to give you my best ideas as I do with the podcast. Hey, I have 71 podcast. This is number 72. I only have 65 star ratings on iTunes. Not a hint. But I'm not asking you every time and pleading for you and tweeting at you and sending you a private Facebook message begging for a five star attitude. If it happens, it happens. And once No, I'll ask for it at the end of the podcast, which I did last time. But regardless of the fact linked in really surprised me because of the feedback I got through the comments, which I was not expecting, because I blocked for the content and the comments. If you think about our very appropriate for the Lincoln community, I was talking about how hey linked in his most appropriate community for employ advocacy. And it's becoming a major thing in 2014. If you want to get started, read the e book gets started the right way. But because LinkedIn is sort of the CEOs and business owners and decision makers in the world, it was really interesting to see the feedback I got. I'm gonna read you some of the comments, and you can go to my LinkedIn profile Lincoln dot com slash in slash Neil Schaefer readings for yourself. But it's really interesting to see the quality and the power of the comments I got because they weren't coming from just blogged. Readers who happened to find me on Pinterest or stumble upon these were coming from decision makers, former CEOs in CMOs on LinkedIn, and they provided me invaluable advice. You know what content I need to create it? It was it was just excellent feedback that I could only get on Linked in by publishing on the Lincoln platform. Here's one gentleman Bennett, Bayer Global CMO and VPs Strategia Hallway. While WAY is one of the biggest telecommunication companies in the world right now, while I applaud employ advocacy, we reside in little just times, avoiding disclosure of company plan strategy and proprietary information. Not to mention forward the constraint Mints make me an advocate of the social presentation of the organization be orchestrated and controlled by trained professionals. Just too much downside risk. Really, really good feedback. And I responded that, Hey, this block post was not about mitigating risk with an employee of a CSI program. It was about how to get started doing it the right way. But it's interesting that the next person Ken Benson, CEO Business Performance Partners, who commented, Hey, Ben, it's right there needs to be controlled limits to risk exposures and alike but still thought provoking piece. Funny thing is, for me, it was not a thought provoking piece for me in play advocacy. I'm not saying it's mainstream, but is already a number of Fortune 500. Companies that are either doing it are starting to do it. So to me, I'm just giving a preview of what's coming in mainstream corporate America, but on linked in to others that are not part of the social media world that I'm in. It was quote unquote, a thought provoking piece, and you can re comment on that. And you know, I once again got other comments that were about not only the risks, but the challenge is what have you. But through this, I realized that linked in really is a unique community, and it's sort of repeated what I thought or reiterated what I thought that is, if you're just gonna cut and paste what you belong on your block and length in its second nearly is as effective if you have the topic and the tone and the perspective that these decision makers we're looking for a Lincoln, right, and they're looking at a completely different level than we are used to in a completely different perspective. So that was sort of my, ah, hahm, um, and I committed in my comments to get back to them and create some content around the risks of employees advocacy and how you can limit those risks. For us, the challenge is go and getting management buy in and corporate culture. What have you that sort of covered in e book? But regardless, it just goes to show you that's you, blawg for your community if it's on your own. Blawg. You know you understand your community, your target user. But once you guessed blog's somewhere else, whether being linked in publishing platform or on so announces platform, you need to retool your content, your perspective, even your called action for that unique community. And it goes the same with tweeting and pinning and everything else we do in social media. So that was my ah ha moment. I look forward to hearing back from you. What is your experience? Payment? The Lincoln Publishing platform. Have you had similar feedback? Similar types of comments? Have you gotten great comments? Even though you may not have gotten any comments when you published on your block post, Are you doing the exact same thing Arlington as you do on your blood posing, getting great results. I want to hear from you, Okay. And if you let me know how you're doing, I'm also gonna introduce you on this podcast, as I did for Joel and not to put any pressure on you, Joel, but if you do have anything, I'd like to hear about it. But that's it for today. It's another beautiful, sunny day in Southern California, which is probably why I'm always just positive and in good spirits when you do these podcasts. When you listen to this, it's obviously the beginning of a new week. I try to record these on Fridays. If you listen to my last podcast on social media productivity. I actually like to do all my weekly tests on Fridays. Where have the least email these phone calls to these interruptions? You know, doing podcasts on Fridays gives me the ability to re listen to it over the weekend. Do I really want to publish this or am I embarrassed by what I'm saying? Am I going overboard on what I'm saying and then publishing them early in the next week? Ideally on a Tuesday, if all the stars and planets in the solar system aligned correctly, so that's it for today. Maybe you should assign Fridays for your creative work for your block, post your images and all the other work that require a lot of energy is that you can focus. So that's it for today, everybody. Hey, wherever in the world make it a great social day and we'll speak to you soon. And like I said, I enjoy your feedback. Please bring it on. Send it out to me. Maximize social business. Maximize your social, Neil Shaver. You know where to find me. That's it for today. Everybody making a great day. Thanks for listening. To maximize your social, we appreciate your iTunes subscriptions, ratings and comments. If you would like to appear on this show or recommend content, please contact Neil Schaffer at Neil at Maximize Your social dot com. Make it a social day.