If you’re not familiar with LinkedIn’s publishing platform, it features a stream of news, articles and insights written by ‘influencers’ from big names and leaders in business (Richard Branson, James Caan, Guy Kawasaki, Lou Adler, Bill Gates, Arianna Huffington and many others). It’s called Pulse and the news/articles you read can be tailored to your personal interests. Soon every member of LinkedIn will be able to post, and I’m lucky enough to have been included in the first batch of members to use the service. I’ve been astonished by my results after just twenty four hours using the platform.
The reach that these articles have is phenomenal, with many of those from the ‘big hitters’ being liked and shared many tens of thousands of times. The potential this reach gives to LinkedIn users is immense, with a well-written article or blog likely to reach many many times more people than it will when posted on your own website. The engagement level (i.e. likes, comments and shares) for these articles is also extremely high – again bringing the potential to attract more people to you, your expertise and hopefully your products and services.
I post a blog on my own website at www.philipcalvert.com, but I can see after just one day of using the publishing platform, that adding it, or a version of what I’ve written to LinkedIn is going to significantly extend the reach of its message.
LinkedIn also gives you some great statistics for your article, including the number of views, likes, comments – plus Facebook likes, tweets, Google+ posts and of course shares on LinkedIn. Shares on LinkedIn will be particularly valuable because your content is being continually pushed around the LinkedIn community – and this in itself brings hopefully even more likes and even more shares. Yes your own article really can go viral.
And here’s something else that’s new and highly valuable - your articles are also quickly indexed by Google which can only add to your content eventually reaching someone who needs and is looking for your services.
After reading your article, LinkedIn users can now follow you as well as connect with you. It’s been possible to follow someone’s activity in LinkedIn groups for a while, but this is the first time that members have been able to follow each other rather than connect with them. Presumably a follower will want to become a connection in due course if you continue to impress them with great content.
In just one day I gained 394 followers! In short, these are people who like your content enough that they want to see more, and who knows where that will lead.
The last twenty four hours saw the number of people looking at my profile page doubling, and the number of people viewing my LinkedIn profile is now higher that the number of times I appear in search results over certain time periods. It was always the other way round.
In only twenty four hours, just one of my articles achieved 2,272 views, had 16 comments, was tweeted 14 times and best of all was shared on LinkedIn 90 times. That level of sharing on LinkedIn is a guarantee that it will be seen many more times by LinkedIn members.
So, I’m excited by this development on LinkedIn. If you have skills, expertise and can communicate your passion, it’s pretty clear that there will be an audience for your expertise – who in turn could become customers/clients and also advocates for you.
The platform is simple and easy to use, and as such will only add even greater value to the LinkedIn offering. LinkedIn aren’t clear about exactly when everyone will have access to the service, but in the meantime, use the time until you gain access to write some great content, refine it and look forward to the moment you can publish it – hopefully in the not too distant future.
Not everything you write is going to get thousands of views, so also take some time to look at the articles that are particularly popular and try to figure out what it is that is attracting people to read them.
Thank you LinkedIn – a brilliant new feature; one that will be hugely beneficial to many people.
By Philip Calvert