What is a Content Admin on LinkedIn?

Linkedin allows members the ability to create a variety of different types of pages. For Example: If you own a Company, you can create a Company Page. You can also create Showcase pages (Also refereed to Affiliate Pages).

Company and Affiliate pages can then have different types of pages for example, once the about section is completed, you will have an About Page, Once you upload a video (less than 10 min in length) it will create a Video Page, Once you create and Event then you will create an Event Page. Once and Employee has selected that they work at the company, then they will show as an employee and the My Company page will be created (which is only visible to employee's). If your company selects products, LinkedIn can create a Product's Page (You have to be approved by LinkedIn for this Page), If you create a Job Post then you will also create a Job Page. If you want to pay LinkedIn, you can have additional pages like a Life Page to highlight what life is like at your company)

Learn More about LinkedIn Pages here

Each Page now has a variety of different roles including a Super Admin, Content Manager, Curator, and Analyst and there are also paid Admin roles such as a Sponsored Content Poster, Lead Gen Forms Manager, and Pipeline Builder 

Here is a list of the various Permissions for each role

Lets focus in on the Content Manager Role

First only a Super Admin can grant someone the ability to be a Content Manager role. But a Content Manager can also remove themselves from this role if they so choose.

What is the Value of the Content Manager Role?

It gives you the all the added featured listed above. When you post on a page as a content manager, it shows that the page made the post, not the individual, but as a content manager it is visible to only you (only when you are in the admin view) of who created a post. While in the Member view, you will be able to comment and post as your individual user profile. This is important when commenting to a post, that you comment as a member so others will know who you are, else it will appear that the comment is from the page name itself, which could be anyone who is an admin.

Do I have to be approved to be a Content Manager?

Yes by a superuser of the page. Once you are made a content Admin, LinkedIn will send you a Notification that you have been granted permission as a content Admin.

While Sponsored Admins can request Admin access through the Campaign Manager when creating a LinkedIn Paid Ad.

Here is a video to help you understand Sponsored Admin Roles more

Will others know you are an Admin of a page?

No and LinkedIn Customer Support can't provide admin information to members or employees of the Page. Thus, there is no visible associate between an individual or another companies profile and any of the Admin roles. Only you can inform others of such an association by adding yourself as an employee of a page or by making a post public of any association.

Can I Accept or Reject being a Content Admin?

There is no accept or reject option feature at this time. That only exists for LinkedIn Groups and a Page is not a Group. Anyone can be added as a Page Admin who is a member of LinkedIn. Including those you are not directly connected to. You can remove yourself as a page admin by following the steps in this video.

Should a Super Page Admin ask me Permission to be a Content Admin before I am added?

It is customary to communicate not only what a Content Admin is, but also what best practices, do's and don't, and how to related training to others so they can be informed and understand the new features they have been granted. In Groups, Owners can establish Group Rules, but LinkedIn has not yet created a similar Page Rules section so its really at the discretion of the page owners to decide what rules they want to adhere to.

Here are some common areas i recommend addressing:

1. Who will be allowed to use the "Pin to Top" Feature, since only one post can be pinned to the top? (Best Practice - Get permission from the Super User before Pinning)
2. Should we delete posts or comments we disagree with? (Best Practice: Only Delete if its your own post or comment, if there is something offensive then report it to LinkedIn so it can be logged as an incident, fight negative speech with positive speech).
3. Can you share posts from other pages or groups or people? (Best practice: Every pages should have a purpose that meets the needs of those followers of a page, listen to your followers, if the content is creating engagement that you are likely on the right track, listen, and adjust as needed) For example: share content that is of interest to your followers. No one likes Spam or useless content, so share quality info and you will get quality exchanges.)
4. Should I mention others in a post? (Best Practice: It is recommended that you source content when its is not yours. Name the company, name the author(s), so they can be notified that a post has been shared. Its also helpful to mention others in comments who you know and would likely be interested in engaging a conversation), There is more that can be said here and welcome comments with your thoughts.
5. Should I use Tags in a post? ( Best Practice: LinkedIn uses only the first 3 tags of a post to define what that post means. So while you can use as many tags as you want, let the first 3 be the most important in describing what the post is about)
6. Should I create Events? (Best Practice: Event pages have some unique features that I recommend you spend some time learning before you start using this feature. Such as using the Logo or Event Header, or Adding Speakers, or the difference between a registration and a broadcast URL, how to use the Privacy Link, setting the start and stop date/times and Time zone, how to use the invite and chat features, and sharing of content within an event. It is probably best to get permission from a page superuser before creating events. )
7. Should I Invite others to the page? (Best Practice: while you can invite others, you can only invite others you are directly connected to. Its best to invite others that you know will want to accept and follow the page. Each month a page is given about 100 credits to invite others, so if they are available then you can use them. An invite can only be sent once to a person. I recommend agreeing on the target audience rules before sending invites)
8. Should I send employee notification? (Best Practice: Only employee's will see this, and you should be an employee and have permission to share to employees before doing so)

Will being a Content Admin Trigger notifications?

LinkedIn is all about creating engagement and by that they mean "conversations", As a page admin you will often see posts like add a mention to this post or come add a comment to this post, etc...to try to get you to come and engage. So while the content manager's identity is not public, LinkedIn know if you are actually following that person, or the hashtags used, and or if you were mentioned, or you have already engaged on a post like taking a poll, liking or commenting. Even if you scroll past a post for less than a second, because that post was on your screen, its called an impression, and they gets recorded too as a metric. LinkedIn learns from your behavior and will present notifications it believes will prompt you to engage. So while you will not receive more or less notifications just because you are a content admin, you will receive more or less notifications depending on what you do or don't do on LinkedIn.

Notifications are linked to many things, Groups your In, Pages You Follow, People You Follow, Tags you Follow, Comment, Likes, and Mentions, by Pages, Groups, or People.

On LinkedIn, you can receive notifications about yourself, your activity, and your connections. These include alerts for your posts or shares, career opportunities, and updates about people in your network.

There are three ways you can receive LinkedIn notifications. They can appear at the top of your LinkedIn homepage on the My Network, Jobs, Messaging or Notifications tabs, they can be sent to your primary email address, or you may receive push notifications on your mobile device.

You can manage notification settings for several categories:

• Invitations and messages
• Jobs and opportunities
• Activity in your network
• Activity that involves you
• News and articles
• Offers and tips from LinkedIn
• Updates from events

You can view the notifications received about yourself, your activity, and your connections. Manage these updates by updating your personal settings, or by deleting, muting, unfollowing, or turning off a particular notification type.

Can a Content Admin upload Videos?

Yes, but they need to be less than 10 minutes in length. It is also recommended that you add a thumbnail (cover picture) to describe your video. Video links that are shares will show on the Post page under videos and all, while only uploaded videos will show under the video Tab.

What Videos should I share?

We encourage you to share high-quality videos that reflect how members already use LinkedIn to find new opportunities and make connections. For example, sharing your perspective on news stories, giving an insider look at an industry event you're attending or showing off a new product your startup just launched. Be respectful of intellectual property rights and source any credits and you should be fine.

I will be updating this Article with more info and how-to guides but welcome your questions and comments to make this as most useful to all.

Happy Networking Everyone

Steven Bonacorsi. President of the International Standard for Lean Six Sigma (ISLSS)