To comment on LinkedIn, or not to comment, that is the question

Many people are familiar with...

“To be, or not to be, that is the question”

It is the opening line in a soliloquy given by Hamlet in a William Shakespeare's play. Hamlet was contemplating ending his life. As he contemplated death, he reasoned within himself that life may be a better option even though it has it challenges.

The point of this article is not as grim as Hamlet's dilemma. But the phrase helps me make a case for the importance of commenting on LinkedIn posts. LinkedIn is a networking platform for professional and business purposes. Let's review the definition of networking to help establish the importance of LinkedIn comments. The Merriam-Webster dictionary defines networking as:

The exchange of information or services among individuals, groups, or institutions.

With this in mind, let's focus on the 'exchange of information part.' LinkedIn would just be a static website if it just involved the loading of profile information. Instead, it is a social media platform that thrives based on content and others engaging in the content. When posts are made, viewers have the option to React and/or Comment.

Sure Reactions (the Like, Celebrate, Show Support, Love, Insightful and Curious options) are nice, but using them takes little effort and really doesn't help to drive conversation on LinkedIn. I liken the Reactions to the low hanging-fruit on trees. If an apple is picked from the lowest branch, it has been shaded from the sunlight. Having less sunlight means it doesn't have the same quality as the apples from at the top of the tree. The sunlight helps the apples have good color, flavor and nutrients.

Continuing with this analogy, LinkedIn comments can be viewed as the high-hanging fruit. The apples at the top of a tree have been exposed to the sun, thus having higher quality. They are more desirable. This is true with LinkedIn comments. They are more desirable because it takes greater effort to make a comment than to just react. The author of a post is more likely to remember the individuals who comment on the posts than those who just react. This is especially true when the comments are not just generic. Quality comments lets the author know you really read their content. Your comment can lead to them replying to your comment...a conversation! It can also lead to them feeling more inclined to comment on your content.

The magic of LinkedIn is in the comments, not the reactions. It is an integral part of how authentic networking relationships begin and grow. Think about how you feel when you make quality posts and little to no one leaves comments. Now think about the difference when people leave quality comments on your posts. Lastly, think about how you can make others feel when you leave quality comments on their posts instead of just scrolling by or only reacting.

My analogy of going for the high-hanging fruit (Comments) instead of just the low-hanging fruit (Reactions) is not the approach used often in the work world. The process is usually to tackle the easy (low-hanging) tasks first to free your time and mind up for the harder (high-hanging) tasks. But the process of using LinkedIn effectively is different. To continuously scroll and only react or rarely comment ranks you poorly in the LinkedIn system.

Authentic comments can open the door to quality conversations that can lead to the results you desire from LinkedIn.

So when there is LinkedIn content that resonates with you, don't do a quick drive-by with just reacting. Take time to leave a quality comment. I promise you it will make a big difference with your LinkedIn analytics and with the process of building quality professional relations. Don't just take the easy way out with the low-hanging fruit, engage with quality comments!

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Clarene Mitchell is the Owner/CEO of TCM Communications. She changes the trajectory of lives and businesses through her results oriented LinkedIn one-on-one coaching, group training and event speaking. Clarene is also the author of 'Shine Online with LinkedIn.' In January 2021, LinkedIn recognized her 'Shine Online Bulletin' as a Top Pick for learning how to enhance your network and online visibility. She is also the creator and host of 'Imposter Syndrome Disrupted', a LinkedIn Live show dedicated to empowering women entrepreneurs. The show is every 2nd & 4th Tuesday at Noon EST.