Scheduling LinkedIn Posts

These are the show notes from episode 251 of the LinkedInformed podcast. You can listen to the full show here

Welcome to a new episode. This week I decided to focus on scheduling posts on LinkedIn - it's not a form of automation that I'm campaigning against with #autoban but it's not something I have done in years. I will explain why and explore if and when it can be a viable tactic.

But first....

Interesting Stuff I Saw This Week

Introducing “A Brief History of Advertising on LinkedIn” (Infographic)

Feedback

Jo Saunders asked whether it was possible to have too many followers on LinkedIn.

Answer: Whilst it is theoretically possible that having too many followers may make it harder for you to get your content in front of the right people, in practice, the algorithm usually shows your post to those followers who it thinks are more likely to be interested in you, this is based on their actions so for the most part, the number of followers shouldn't negatively impact the distribution.

This led me to look closely at what was influencing the content of my feed, the results of my research can be seen in this post;

Here is the post I mentioned where the views were limited by inserting the tagging into the comments;

This article was published widely this week and very much fits with the topic of bought (fake) profiles covered in episodes 248 and 250

Spy used AI-generated face to connect with targets

New Feature

I don't have this yet but it sounds like a promising new feature;

Scheduling Posts

The two main (and mostly free) tools you can use for scheduling are Buffer & Hootsuite

Advantages

• You can send a post to your personal followers and company followers at the same time, thus allowing you to keep your company page up to date.
• Write content when you have the inspiration and while the thought is fresh in your mind and schedule it to post at the time most people are likely to see it.
• Post at the right time of day, even if you are occupied at that time.
• There is no evidence that the algorithm suppresses scheduled content
• On the text in posts, the spacing is held (unlike posting directly on desktop)

Disadvantages

• The temptation is to 'over post' and engage less.
• You can't post external links effectively (that requires the edit method)
• Square images and videos look awful because all schedule posts are in landscape format
• Buffer does not post native videos
• Cross-platform posting is usually a bad idea. Every platform works differently and had different audiences
• You can no longer monitor your stream on Hootsuite (or Buffer)

Conclusion

Scheduling can be handy on occasions but that's about as far as I would go with it, I certainly don't think it's worth paying for.

LinkedIn Blog - Learn How to Schedule Posts on Your Company’s LinkedIn Page

Post Of The Week

That's it for this week, have a fantastic week ahead and I will be back soon.

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