Is LinkedIn a waste of time? Is there really any point to sharing articles or thought leadership on LinkedIn? Sharing articles is a powerful marketing tool, and here are ten reasons why:
- 1. In-house counsel (“IHC”) are increasingly going to LinkedIn for news and information. “I get all my legal updates from Twitter and LinkedIn,” Dennis Garcia, Associate General Counsel of Microsoft recently shared at LMA Tech Midwest, “by the time I get emailed the same information, it is old news.” This isn’t an isolated incident either. In the 2015 Green Target/Zeighauser Group study, it was found that 68% of IHC used LinkedIn in the past week for professional purposes, 67% used LinkedIn to connect with outside counsel, and 51% used LinkedIn as a platform to receive new and information.
- 2. Sharing articles keeps you top-of-mind with clients, potential clients, and referral sources. Most people have many lawyers to choose from and rising to the top of the list requires effort. Sharing is a simple way to accomplish this.
- 3. Finding intelligent articles takes far less time than writing articles and blog posts, but still demonstrates your knowledge and intelligence.
- 4. By constantly sharing relevant articles to your industry, you show that you are on top of the latest trends and that your experience and skill sets are up to date.
- 5. Sharing is passive. This is a big plus because you aren’t bugging anybody or filling up their inbox, you are merely sharing content that you find to be valuable. What if nobody reads it? It’s ok, they will still see it and will think of you. Think of this as a Christmas card sent weekly. Staying top of mind without annoying people can be tricky, but passive sharing is a great way.
- 6. Sharing allows you to provide value to current clients off the balance sheet. When clients pick up the phone to call you, they know the meter is running. When you share great articles or information, they get great tips and insights from you without having to pay for it.
- 7. Sharing positions you as a thought leader. I know this term has been overused, but that doesn’t mean it isn’t important. There are too many generalists out there, far too many that are good enough to handle certain types of work. Sharing highly targeted content shows the world that you are not just one of many but at the very top. One secret of thought leaders? They have the courage to share content even when it wasn’t written by them. They understand that true thought leaders share the best information regardless of the source.
- 8. Sharing makes you better. It keeps you informed of your marketplace. When you are constantly finding the best news and information, you will be a more effective professional because of all you learn from the content you find.
- 9. Sharing multiplies your time and effort. You can only bill one hour for every 60-minute increment, but marketing can work for you while you sleep. Every time you share an article, it goes to work for you. Some articles will be shared hundreds of times until thousands of people have read them. One share has the potential to make a 100x impact and return on your time invested.
- 10. Share because the marketplace is changing. Younger and younger buyers of all professional services are emerging and they use LinkedIn to find information. They don’t do this because it’s trendy, they do this because social media tools are far more efficient. When they turn to social media to find information, you want to make sure that you have a chance to be their source.
Does sharing take time? Absolutely, but if done correctly, this is some of the best-spent time you can imagine. Sharing doesn’t bring success overnight, but for professionals that are committed to regularly sharing great content—it can make the difference between standing out and being overlooked.
Someone asked me recently, “why do you post the same thing to Twitter three times?” The answer is simple and backed by data. Articles shared three times to Twitter over three days get almost three times the clicks. Think about it, Twitter is this river of content with articles continuously flowing by. People will rarely go to your feed to look at every single article you have posted, they just notice what has been posted lately. So, when you have a new blog post, or you’ve found a great article you love and your audience seems to love, go for the triple post. Three times over three days, at different times of the day. You can use tools like Buffer or Hootsuite to schedule these, or our product ClearView Social has a built-in setting to automate triple-posting over ideal times.
But won’t it annoy people if you post the same thing three times?
Almost certainly not. Let’s look at this two ways. If one of your followers loves what you post, they don’t mind seeing it three times, especially if they missed it the first two times. Looking at it another way, if your follower hates the article you post, and his anger just grows each time he sees the article, he is likely to unfollow you. Is there really any value to having a follower that isn’t really into what you are posting? People that love you will want more of you, people that aren’t as committed—good riddance.
Will it look weird on your personal Twitter page that you posted the same article three times?
No. Think about it, do you have time to analyze someone’s Twitter page for duplicate posts? Me neither. Nobody notices, and if they do, at worst they will be curious as to why you posted the same thing multiple times. If they ask, maybe share this post with them?
Does this apply to Facebook and LinkedIn?
No. Facebook and LinkedIn are both very different networks because of their nature. Facebook is highly social, and posts are meant to be engaged with, not just read. You will annoy people by posting the same articles multiple times to either of these networks.
Online people vote with their mouse. They click on the content they love and ignore the content they don’t. If you are sharing great content that is of value to your network, post it multiple times. The hardest part is creating or finding great content, the easier part is getting visibility from it. You just gotta get it out there.
Adrian Dayton is the author of two books on social media for professionals and the Founder of ClearView Social, the leading social sharing tool for the legal industry, with clients in accounting, recruiting, insurance as well as publishing. You can learn more at http://clearviewsocial.com