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Best Practices for Engaging with LinkedIn

Description of Platform

  • A career-focused platform where one can create a professional identity profile showcasing their professional experience, networks, connections, updates/news, and opinions
  • Professionals can network and interact with one another in a more business-like manner as compared to other social media platforms
  • Great platform to maintain relationships with alumni

Target Demographics

  • Alumni, working business professionals ages 21/22 and up, industry partners, job seekers
  • Current students and faculty

How to Measure Goals

  • LinkedIn measured engagement, reach and impressions via profiles, company pages, groups and posts
  • Impressions, engagement (link clicks/conversions)
  • Company page posts provide the user with more robust analytics (CTR, engagement rate, etc.) to track long term performance. Individual pages provide engagement analytics temporarily and must be pulled manually if the user wants to track them.
  • Number of connections, shared posts

Best Practices for Posting

  • Professional career-related content
    • Post job opportunities, professional development opportunities, cert programs, etc.
    • Post about significant achievements
    • Newsworthy updates from the school/college/university
  • Use more formal, professional language
  • Keep the audience/users in mind
  • Post at least once per week, but not as often as other platforms
  • Include a mix of news, links, video, images and text
  • Keep profiles up-to-date
  • Respond to requests in a timely manner

What Content Does Not Belong on This Platform?

  • Personal stories or updates
  • Partisan political commentary
  • Informal things, i.e. photo from an office party or trip
  • Content unrelated to career building or success stories
  • LinkedIn is a professional networking site, so updates shouldn't be personal in nature. Memes and other light-hearted content are not well suited to LinkedIn