Module 2

Consuming and Sharing Content on LinkedIn

Module 2This module will cover the first steps to become more active on LinkedIn by engaging and sharing content on the platform.

Source: Mindset Divide Research, TNS, September 2012.

Personal Networks Professional Networks

Career info

Updates on brands

Industry Trends

Info on friends

Info on personal interests

Entertainment updates

1

2

3

“Spend Time” “Invest Time”

• Top 3 content types expected on personal vs professional networks:• Professional mindset is ideal for brand education and content• On LinkedIn, Content pages receive x7 more page views than job pages

Understand the mindset

Content on LinkedIn

 The definitive professional publishing platformUse LinkedIn to increase your knowledge

GroupsSlideShare InfluencersPulse

Content on LinkedIn

So how do you start engaging with content?

Content on LinkedIn

1. Follow your clients and competitors• Stay informed by following your clients

LinkedIn page• Keep your competitive edge by following

their direct competitors also• You should also make sure you are following

your agency’s company page, as well as agency competitors

Content on LinkedIn

2. Follow News Channels in Pulse • Pulse is your personalised business

newsfeed • You can view Pulse on desktop or download

the LinkedIn Pulse App• Follow news via verticals that you work or

are interested in via LinkedIn Pulse• Personalise your Pulse experience (Find

under Pulse in the Interests tab in the top navigation of your LinkedIn homepage)

• Follow news or industry leaders you are interested in to be served relevant news articles relevant to you and your industry

• You will then start to be served news in Pulse that is tailored to you under Your News

• Share news stories that you feel will be of interest to your network

Content on LinkedIn

3. Join groups• Increase profile views by engaging via groups: People or post or engage in group discussions

get an average of x4 many profile views• Join groups that are of interest to you (find under Groups in the Interests tab in the top

navigation of your LinkedIn homepage)• Join the discussion, post in group discussions and don’t be afraid to have an opinion

Content on LinkedIn

4. Gain Insights from LinkedIn InfluencersContent on LinkedIn

• Follow Influencers (find under Discover the Pulse tab in the top navigation of your LinkedIn homepage)

• Notable Influencers from Media, Marketing & Technology include:

- Jeff Weiner- Ryan Holmes- Pete Cashmore- Sir Martin Sorrell- Angela Ahrendts- Claire Diaz-Oritz

• Australian Influencers include:- Mike Smith- Naomi Simson- Alex Malley- Janine Allis

5. Share content with status updates• Include links to content – articles, infographics, other bits of

content you found interesting, topical or thought provoking. Share your opinion and add an insight on this

• Upload a photo – share photos and insights from events, interesting things happening in your office, campaigns you see that you like

Content on LinkedIn

6. Tell visual stories in the stream with SlideShare• Slideshare allows you to tell a visual story in the LinkedIn feed, has major SEO ranking

impact and is a good forum to build your personal or company brand• Upload your presentations to Slideshare, then share back to LinkedIn (Slideshare will prompt

you to do this anyway!)

Content on LinkedIn