Last week, we hosted our #MisfitsLive: LinkedIn webinar with their Brand Marketing Manager, Selda Ghiaieshamloo and Senior Client Solutions Manager, Stéphane Le Goff. During the pandemic, there has been a significant rise in the use of social media. We discussed what purpose-led organisations should consider when trying to maximise their LinkedIn presence during this time.

The LinkedIn team displayed the challenges currently facing the platform due to COVID-19 and the measures they have taken to accommodate. LinkedIn has also seen a rise in the amount of people completing online courses and because of this, decided to make a number of online courses free during the COVID-19 period to ensure people are further prepared to enter the workforce even if they have had a temporary setback.

LinkedIn introduced a specialised resources page and are interested in doing more of the same. Those working in the NHS during the pandemic have benefited from this. The COVID-19 resources page provides information, guides and sources on COVID-19. They provided regular news and notices from hospitals, along with job opportunities for those who want to help or simply need to carry on making a living on an official updates page.

The event was capped off with a Q&A hosted by our Director, Erin Niimi Longhurst and Community Manager, Biba Maya Randle-Caprez. Here are our top 5 takeaways:

1. ‘People tend to scroll a lot slower on the LinkedIn feed.’ — Stéphane Le Goff

The slower scroll on LinkedIn increases the value of impressions (when a post has been seen by a LinkedIn user). However, if a post doesn’t receive these impressions, there’s a possibility it can go completely unseen. With increased value on impressions, this could provide a good target for your LinkedIn paid media plan.

2. Make sure pages are fully filled out.

To maintain trust, organisations and individuals need to ensure that their pages are complete. This means having a cover image, profile image, a bio, an in-depth description showing where the company is located, and some content. Traffic from your potential community is wasted when there is nothing posted on your page. Make sure that your community is has everything they need from your organisation when they give your page a visit.

3. It’s important that organisations and people continue posting during this time.

LinkedIn expressed that both organisations and individuals need to continue posting. As there has been a rise in blog readership, this is not the time to stop posting. It is the time to let your community know that you are still operating. The pages that have stopped posting seem to have caused a little bit of a panic from their community due to the perceived uncertainty. Make sure you reach out and keep your community engaged by continuing to post.

4. LinkedIn Live broadcasting.

LinkedIn are investing more in their video capabilities. Currently, there are only selected organisations who are able to utilise its live video broadcasting offer. However, they are planning on rolling this out for all users to take advantage of, so it’s a good time to start thinking about your organisation’s approach to LinkedIn live.

5. Personal Pages can be utilised to promote company pages.

Many people on LinkedIn already have a lot of connections that they regularly engage with. In order to draw attention to your company page and reach a wider audience, try to utilise employee advocacy and key opinion leaders that you have worked with by sharing relevant content that they created. This content has been proven to be successful already. Using it to bolster your company page could be beneficial.

At Social Misfits Media, we regularly host free events for purpose-led organisations. Follow us on LinkedIn to find out about upcoming #MisfitsLive events and keep up-to-date with our work.