1. Social Stories
Connie Chan Wang
Director of Social Media
and Engagement
Here’s a social story about how to create compelling
content to engage your community from LinkedIn, the
world’s largest professional network.
A story from: “Fueling Social Programs with Winning Content” webinar
The Why: Social Goals
To connect and engage with members to make them
more productive and successful professionals.
The What: Social Strategy
In order to be the brand consumers think of when looking
for insights needed to be more successful at their jobs
or when searching for their next career move, LinkedIn
knows they must be a part of professional conversations
wherever they’re happening. Having relevant content is
at the core of LinkedIn’s ability to engage in these conver-sations
“
at a moment’s notice.
The How: Social Tactics
• When creating new content, LinkedIn always defines
the goals and intended audience of that content
before diving in.
• One size doesn’t fit all when it comes to content.
LinkedIn regularly evaluates the performance and
engagement of their content to discover what is
resonating the most within each of their targeted
audiences.
• Social media isn’t an island. LinkedIn’s social team
partners with other departments in the organization
to source meaningful content. For example, they
recently joined forces with the data analytics team
to create the Most InDemand Employers List – a
valuable piece of content to help members find dream
employers, as well as help recruiters attract the best
candidates to work for their company.
• LinkedIn is present on all social networks where
their members are present. However, to ensure the
right content is reaching the right audience, LinkedIn
evaluates which distribution channels are most
appropriate for each piece of content they publish.
We’re huge believers in leverage
—leveraging the tools, the teams,
the resources, both inside and
outside the company to create
the most engaging content to
captivate our audiences in the
right channels.
“
Social media is not an island. At
LinkedIn, we rarely, if ever, create
content just from the social team
or just to live on social channels.