EXECUTIVE REPORT continued
As with native video, the algorithms give preferential treatment to articles posted directly to LinkedIn. This gives them an edge over a standard post linking to an article on your website. So if you have written a blog or press release, you can markedly increase its reach by posting it as a LinkedIn article. LinkedIn articles work best when they address hot topics and pose questions, inviting a response. As always, if you’re discussing controversial issues then do so in a sensitive way.
Get some gifs
A halfway house between a video and a meme is a gif, which stands for Graphics Interchange Format. A gif file is an animated image - think of them as memes with movement. They tend to be just a couple of seconds long, but will constantly play in a loop. Our human evolution as both prey and predator has left us hardwired to notice and react to movement, meaning that gifs are a quick and easy way to attract attention to a social media post.
As with meme generators, there are plenty of free and paid-for gif creator apps available if you want to start making your own. Giphy is the standout favourite. However, this is a more technical process than creating memes, so be prepared to invest a bit more time if you go down this route.
Gifs tend to be used more playfully than video, and are often added to a post to inject some humour, or to express how the user is feeling. Facebook and Twitter both have inbuilt gif search engines, which you can search by feeling, expression or phrase to find a gif that represents what you want to say. For example, if you scan Facebook’s gif library for ‘Friday’ you will see a score of short animations of people dancing and cheering that it is (for many) the last office working day of the week. Coincidentally, research has shown that Facebook posts on a Friday achieve the most likes, comments and shares, so it is an ideal day to be adding new content.
Be sociable
As we discussed in the first article in this series (see EHN September), social media is fundamentally designed for social
LinkedIn has an option enabling users to submit articles on relevant industry topics.
interactions, so don’t expect to use it in exactly the same way you would use print or online advertising. Make sure that you ‘like’ and respond to all comments on your posts, which will build rapport with customers and prospects.
There is a lot you can do to engage with your followers. Be playful, and use gifs to inject some humour into the working day of your followers. Use memes creatively to attract their attention; and be yourself in honest, straight-talking videos to raise awareness of key issues or trends. Write provocative questions in your articles to start discussions about serious subjects in the markets you serve.
Whether you use some or all of these methods as part of your social media strategy, humanising your content will keep it authentic and accessible, as well as adding a little fun.
• Here are links to some helpful LinkedIn articles:
https://www.techlila.com/how-to-use-linkedin-beginners-guide/
https://www.linkedin.com/help/linkedin/answer/47445/ publishing-articles-on-linkedin-overview?lang=en
https://blog.hootsuite.com/linkedin-for-business/
Items like gifs and memes in social media posts can add humour, grab attention and raise your business profile. 31
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44