Do you follow these 3 Novice Steps to Enhance Your Social Media Presence?

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A zillion posts are out there with pretty much the same stuff about how to make your posts and blogs most effective in social media to beat algorithms, none complete. Barring the few favoured by the powers that be on the higher floors of LinkedIn, most others bow down to the mighty LI algorithm. Perhaps with good reason. ?Here's a bit of my Alice-in-Wonderland journey down this rabbit hole.

Social media in general is earned media, as different from owned media of website, shared media of backlinks and paid media of ads. In any digital strategy, all these need to converge on corporate OKR and call to action.

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Even a digital novice knows that the content needs to address the audience, and must have a question or X-step headline, liberal whitespace and some image. Some tell you about the carousel, though LI does not allow us to integrate images with documents or polls or whatever. What are some simple steps to create content that may engage better? Engage is the active key, not likes, impressions etc. which are passive.

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LI does not advertise the fact that polls create most engagements algorithmically if done well. You can also create quizzes and surveys as a document, but polls which are accessible on the post dashboard along with media, documents etc. rules for now. What is critical is the call to action to get the viewer to become a customer. The focus of all marketing via media is customer acquisition,

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Here are a few steps to bear in mind, coming from a novice making some progress, with no previous expertise.

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1. Call to Action

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Unless you have time to squander, focus your content on a call to action such as to an event, a program or a clear result. Offering generic wisdom is great, but to relate it with a focus on benefits is smart.

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So, create a content document first in Word outlining what the program outcomes are, why, and how. As much as possible, create in it the interest for the viewer to share and engage and then be motivated to join. It may be through a hyperlink to an authority source, which also helps the algorithm to confer value to your content. We are told that the LI algorithm likes only LinkedIn links .

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In parallel, create an interesting image as I did from Co-Pilot or any similar AI bot. Drag the image into a Word document. When finished save as PDF to publish as LI document.

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While posting this PDF as a document with an image on your LI post, you can add some content, a URL link to your program and hashtags. In this add-on content, in~ 200 words or less address the event description, event details and call to action.

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Add a title that is crisp and attracts attention. Questions are considered best for titles. The title should tell you what the post is about. If your article is long-form based on research as this is, let it be around 800. 1000 is the maximum for reader interest.?

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Add hashtags both relevant to the audience and LinkedIn favourites ,

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2. Post, Repost, Repurpose and Repost consistently experimenting with days and times.

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Experts differ on days and times, though generally 3 days mid-week as Tuesday, Wednesday, and Thursday from 9 AM to noon of the audience time zone you're targeting are what most recommend. Experiment. You may surprised how wrong experts are. Use the scheduling option on LI to make your life easier. Unless you are a professional marketeer, you don't need an app to schedule and post.

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Experts day that the LI algorithm works furiously for the first golden hour . Not sure if this is an urban legend. Company pages can use this approach within a focused social group , within an hour of a post, from their personal accounts..

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You can repost to your page, in groups and send to others from your contact list. You can also repurpose with different titles, images and content for the same event promotion. With AI support, these are much simpler now.

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Post daily if you can, or at least engage with the posts of others. Mix display mode from long-form blogs with imagery and links, to shortform pdf documents with images, and to polls or other options you can find. Once you know how, preferably with stored content, for a short post and poll it may take less than 20 minutes.

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Become a member of as many relevant groups as possible. Your posts should be spam to them. In the space of leadership development, HR, Coaching and related areas I post and blog on I have selected about 50 groups with a total member size of over 20 million. Relevance is important. No one will look at your post let alone open it if it's not meaningful.

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3. Monitor, Measure and Move forward

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Each media has its own metrics. LI has impressions, engagements etc, with details of profiles of viewers, and geography. Impressions as views are good, but engagement as share, comment and repost is what algorithms track , such as hashtags

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Company posts are supposed to have better analytics. If possible, post or repost on a company page.

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Ram is a co-founder and mentor at Coacharya. Ram's focus is the integration of Eastern wisdom with modern science, spiritually, systemically and sustainably. Visit Coacharya .

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