Having a LinkedIn group can be a powerful tool for identifying the challenges your consumers face and establish your company as a thought leader. However, many professional LinkedIn posts tend to receive very few comments, according to Professor Robert Rooderkerk at one of Europe’s leading business schools, Rotterdam School of Management, Erasmus University (RSM), and his colleague Professor Koen Pauwels.
They recommend five ways to get better engagement on your LinkedIn posts:
1. Find contributors that can produce well written pieces
Readability is the best way to increase the number of comments on a LinkedIn post. If the wording is easy to understand the reader will find it easier to stay engaged throughout the article.
2. Spark controversy
When you read something that strongly opposes your ideas you may experience some discomfort. The reader can resolve this feeling by leaving a comment.
3. Avoid hyperlinks
Hyperlinks can be a distraction and will divert people from the content, decreasing the likelihood of a reader wanting to leave a comment.
4. Do not post on weekends
If you post on the weekend it’s likely to not get much attention until the following Monday, at which point the post will be buried under a pile of other posts.
5. Use authors who are considered experts in their field
People will engage and comment more if their judgement tells them a post has been produced by an author with a strong social status. Interestingly there’s no relation between the number of connections a professional has and their social status on LinkedIn.
“In following these suggestions companies will have more lively LinkedIn discussions” says Professor Rooderkerk, who develops models to account for behavioural phenomena such as how people engage with social media.
“In discovering what drives people to engage with LinkedIn posts it’s possible for companies to effectively choose which authors they want to contribute to the networking site, how to develop their writing style, and find the best time of day to upload the content.”