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Sept. 3, 2014

76: The Secret to Getting Content Featured into LinkedIn Pulse

76: The Secret to Getting Content Featured into LinkedIn Pulse

Neal takes a deep dive into LinkedIn Pulse and reveals a "hidden" back door to help you get your content featured into LinkedIn Pulse.

 

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, Everybody, this is Neil Schaefer and welcome to another episode of Maximize Your Social This weekend. Here in the United States is Labor Day weekend and in Southern California. It always seems like it is one of the hottest weekends of the year. Some space really trying to stay cool here. And what better way to stay cool than recording a podcast right here inside my cozy home office? Hope you've all been doing well. A lot of just, you know, as always, a lot of stuff going on in social media over the last week. New Pinterest analytics, Twitter analytics rolling out to everybody, more Facebook news. Feed changes. It's all good stuff, but today I don't want to talk about any of those. I want to talk a little bit about linked in and talking a lot about Lincoln recently as I prepare to publish a brand new free e book on Linked in which I hope really pushes best practices forward and become sort of a manual for professionals in corporations or for marketers, really best practices of how to use Lincoln as a professional. One of the things I am writing about in the book is about the linked in publishing platform and about the existence of Lincoln Pulse and Lincoln. Poles used to be called linked in today, and I often get the question Well, why should I publish on LinkedIn? Or how do I get my content featured in Lincoln Poles? So let's take a step back here, right? Linked in usedto only have status updates. They allowed us to publish in what they call long form posts, which is basically, you know, for lack of a better word syndicating your block posts within, linked in. Now, why would you want to do it Linked in this huge one of the top 10 visited websites in the United States? Sure, we'd all love to have guests block post on Forbes, but Lincoln actually gets more traffic than Forbes, believe it or not. So it is a very, very lucrative and attractive demographic and therefore, if we are creating content for ourselves, our personal brands are for business is it makes sense that we would want to publish on LinkedIn. Now what you published Arlington. Obviously you wanted to be more appropriate for the demographic there, But let me talk a little bit now on switch gears and talk a little bit about lengthen pulse. Because to understand, my advice for today is to understand about linked in pulse linked in usedto have something called Lincoln today. And when they announced that I thought it was huge, they were basically looking at the content that people engaged with unlinked in and pushing forward or, you know, just that can read it. Sort of voting up and introducing posts that we're getting a lot of engagement on linked in and recommending them to you. So every morning, you could look at Lincoln today and immediately you would have content that was already vetted by fellow LinkedIn users and professionals in your industry. Now what they decided to do, I believe it was last year they bought an R S s feed service called Pulse. If you remember, Google Reader no longer exists. Probably the most popular R S s feed service right now is feed lee. But Basically, it's about people that subscribe to our SS feeds and read them in a reader. I guess Flipboard is another example of those now. When Lincoln about polls, I don't think people understood what Lincoln was trying to do. They were trying to create a publishing empire, which they are still in the process of unrolling, I'm sure, but they've been very successful, and pulls at the time, already had 30 million members, 31,000,000 people that were accessing pulse either on the desktop on the mobile app, and they were consuming information. So right there, in addition to the Lincoln population of you know, 300 million users or however many it may be, you know, have a new audience, which is the 30 million people that access poles for the user's, A pulse that consume a lot of content. So you start to get a picture that not only is this a huge audience to serve both pulse users and linked in users, but also it's an audience. At least those 30 million people are actively consuming content, and this is where you start seeing why some people get published post on thinkin that gets you know hundreds of thousands of views. Literally So. Lincoln, I believe it was two weeks ago announced that they completely integrated linked impulse with the pulse application. So everything you do on linked in is now sink TTE with everything you see in the pulse application that's now become one. So the next question, then, is well, how do I get my content of polls? Is such a great applications so many people using it. And there's already this installed user base hot it was. Somehow I get my content to be seen by more people. I had a little experiment. You can look him up, but one of my brothers and I have a few brothers. One of them is named Gary Schaefer. Gary is on linked in like my other brothers are. You can check out his profile. He's not reactive and social media, but he has been publishing a few block post. This is a professional, you know. Former CEO startup specialist who does not even really exist in social doesn't even have a Facebook profile. This is very typical of the executive demographic and linked in, but saw the value of sharing his professional ideas through publishing a Lincoln. So he's published a few, Posey said. Neil, you know, check out my latest post. Can you help give it a little bit of social media juice? I'm like, Sure, bro. And it was a post on how a lot of professionals that do well aren't even experts in the field that they do well in. You have to read the post to find out more about that, but basically I went over and I thumbed up the post. I sort of shared in social media exposed. It's a some of my followers and and some of them said, Wow, this is really great post No thanks for introducing me to your brother. Some people commented on the Post. I commented on the post and literally within 24 hours that post views shot up by 10 x literally. It didn't take long. This is because, just like every other social network has an algorithm. Google's algorithm is most famous for search engine results, and Facebook is also famous for, you know, the Facebook A drink algorithm. Well, lengthen also has its algorithm that determines what content is showed, how many people impulse. So the more people that engage that, like opposed that comment unopposed that share the post and social. These air all social signals that tells lengthen Hey, we should be giving a little bit more exposure to this post. Obviously, new posts are gonna get more exposure than Old Post as well. This is sort of the same with Facebook. The news feed. You want to show news, right? That's what people want to read. So that is something that obviously, if you're sharing Arlington, you want to reach out to people you want to let them know about your post. You want to write content that when your connections who automatically become your followers see it, they want to engage with you. So there's another step right is that you need to have connections. Your connections become your followers. If you only have a few connections, you're content is not gonna be exposed. That many people, the more connections you have in general, the more people it's gonna be exposed. Thio, although that's not necessarily the case, but it gives you a better chance of getting exposed to more people. But if you've bought fake linking connections or you just you know how fake people that are connected with you. That doesn't do any good, either, because they're not going to engage with your content. Very similar to why you shouldn't buy fake Facebook fans Asian by fake Twitter followers. But there's one more piece of the puzzle that I want to talk about that I think is critical. Up until now, I've only talked about your own linked in profile man. That was like a New Yorker, a New Yorker accent that came out for no reason. My parents are from New York, in case you didn't know that. So sometimes I have this very, very un Southern California type of talk. But when we get into Lincoln Poles and it's like Okay, well, I want to use Lincoln pulls every day for content Curation. Right? So I'm gonna see stuff appear my news feed. I'm gonna get notifications when there are New Post published by my followers, and I can see all the news just by navigating over to Lincoln Pulse, which is underneath the interest tab in the top knob Arlington dot com, and we can go over the top posts. There's three tabs with Impulse. Your news top post discover top host is okay. These are the post that are getting the most views right now in descending order. I see, if Bill Gates were black is the second most popular post right now, as I look into it with more than 50,000 views. But there's another area here, the third top, which is called Discover. Okay, so if I want to look for new news to add to my own personalized news, what would I add So linked in already has its recommended for you. And guess what the recommended for you is a. Well, it's a combination of people that they think you may want to follow because other people follow them, as well as channels that they think you may want to follow, as well as media outlets that they think you may want to follow. Obviously, the more people that follow you, the better chance that you're going to show up here for other connections as well. But at the beginning, you know, the people that they're showing here all have several 1000 followers. I think as far as people go, the founder and CEO of by shing dot com, founder and CEO Rocket lawyer. These people like 17,000 followers. So once we keep going down here, we see there are three different categories of content that we could subscribe to. Impulse one is influencers and influences people, but it's going to start with the Richard Branson's The Bill Gates. The world's gonna be ver ver it hard for you to be featured here. You're gonna have to excuse the industrial noise outside my home office here. This'll is what happens sometimes when you record. But guests, bad luck, no big deal. It's all about the content, not the audio quality, right? I hope so. Otherwise you probably wouldn't be subscribing to this channel. So after the influences, we have channels. Now, channels are basically industry categories that Lincoln has already predetermined. And when you blogged, your continents fit into one of these categories. So this really doesn't give us any clues as to what we should be doing. But when we get to the bottom, this is where it gets sort of interesting. And this is where I want to focus. My advice on it Talks about publishers, OK, publishers is top news coming from global and industry sources, so when we look at the most popular influences that recommends that I haven't followed yet. We have Richard Branson at six million people when we look at channels to follow, which we have no control over the most popular one of seven million followers. But when we look at publishers, okay, the most popular one is Harvard Business Review, with only 465,000 followers. And in fact, if I work my way down okay, scroll down to Seymour. I start seeing that very soon. I see pages like CNN, CNBC, TechCrunch that have less than 100,000 followers, and if I keep following down, it gets even more interesting. I begin to see something called Freakonomics Mental flaws that 20,000 followers the motley fool. But if you keep going down okay, you actually start to see company names pop up. And when you click on the source of the news, it goes to a company page, and this is the ah ha moment that I had, and this is the ah ha moment that I wanted to share with you. Now, if you go to maximize social business, there's a linked in link there or linked an icon, and I was having that go to the maximize social business linked in group page because I thought that was the best way to expose the maximize social business. Content within linked him was through the community there. And whenever someone engages in in the group, it obviously goes out into the news feed of the people but pulls being such a huge asset. You want to get Maur Maur linked in company page followers. If your business because the more followers you have, the higher you're gonna show up here in the recommended companies to follow. And like I said, as long as your company is publishing links on your company page, your company is now considered a publisher. Were all the media. So that's why when I look at this recommended for you, I see linked and professional that have 9 to 10,000 followers. But then right next to NBC News Top stories with 46,000 followers, I see box media with less than 2000 followers that shows up in the top 10 of different channels that Lincoln is recommending. I follow are linked impulses recommended. I follow. So hopefully the light bulb goes on, we need to be focusing more on a linking company page. We need to attract the bigger following because all that is gonna add to our company, Paige being Maur more recommendable in linked impulse in our content from our company, Paige being exposed more, more impulse as more and more people subscribe to it is that makes sense. It's social media I find fascinating because all these social networks have their own little algorithms. And when you piece things together, it really is pretty incredible. And you sort of get a competitive advantage because I don't think a lot of people understand this right now. Now, linking groups is gonna be the subject probably of my next podcast, because I've been spending an incredible amount of time and linking groups over the last few weeks, and I've had a lot of ah ha moments there, So make sure you subscribe to my podcast. You don't want to miss any of this. And like I said, podcast always comes before I blogged. So you're literally the first to know about this information. If you're waiting for the book, which is gonna have a lot more information like this on. It probably is still another week or two out. I'm done with the content, but really one of go the extra mile and proof read it so that it's of the most professional English writing that you see out there in the markets. But that's it for today. I hope by the time you hear this, it's another work week. Hope your week is after a great start. As always, I really appreciate all your ratings on iTunes. Comment, subscriptions and iTunes Speaker Soundcloud Wherever this podcast is being syndicated out there in the Web. And, hey, if there's anything you ever want me to cover here, feel free to reach out. You can find me everywhere in social media. Neil Schaefer. Maximize your social maximize social business until we virtually meet again next week. Make it a great social date wherever you are in the world, but by everybody. 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 conduct meal Schaffer at Neil at Maximize your social dot com. Make it a social day. Yeah,