I recently was helping a client get their LinkedIn company page optimized (well really just set up as they had a page for a while, but they didn’t create it or manage it) and thought, this isn’t an uncommon problem…and I need to write a blog post (plus create curriculum for our upcoming Coaching Program).
We will assume that you have a page already, but if not, simply go to Interests>Companies and click on the yellow “Create” button. It is pretty intuitive from there, but if you have questions or run into problems, LinkedIn has answers.
Whether you are creating a new page or editing your current one, here are some tips for the overview section:
Use the common name for your organization. It does not need to be your legal name (leave off the LLC, Inc., etc, unless you are identified that way).
You have 2,000 characters here, but only the first two lines will show by default. So whether you decide to keep it short and sweet or use all of your allotted space, make sure the first sentence or two conveys who you are, before visitors have to click “See more ∨”
Image & Company Logo
Take the time to create and resize your company image and logo to fit LinkedIn’s specifications. 646 x 220 pixels or larger with that same aspect ratio for the page image. 300 x 300 pixel minimum, with a square layout, for the logo.
LinkedIn cover photo dimensions should be at least 646 x 220 pixels
Also, you can either choose to pick an image that will last a long time, like a version of your logo, a team photo or something else that represents your company. Or, you can change your cover photo on a regular basis to reflect what your company is up to, some important announcements or the like.
List up to 20 specialties of your organization. These are “keywords” that you want your page to show up for when someone is looking for a product or service on LinkedIn.
Be intentional about the terms you use for your company specialties.
List up to three groups that you want your company to be associated with. Industry trade groups, nonprofit/service organizations and/or topical discussion groups are best.
What should you publish?
Now that you have your page updated with a great cover image and description, what do you do? You need to share some posts (or updates as LinkedIn calls them). There are three main items that can be shared from a company page; an article, photo, or update.
Sharing articles: these are articles or blog posts that your target audience is interested in. The best sources are your company and industry content, such as:
- Content you create (blog posts, white papers, how-to guides, etc.),
- Media hits or other content the company &/or employees are mentioned in,
- Stuff your employees publish,
- Content from partners (channel partners, vendors, nonprofits you support, etc.).
(you can now @ tag people and companies on Company Page updates)
Sharing photos, videos and updates are also good ways to keep your page content fresh and interesting. Videos are really gaining traction on LinkedIn (like they are on every social network), numbered lists get shared a lot and posts with a link typically perform better. Check out 12 Data-Backed Tips About the LinkedIn Company Page for more:
Scheduling posts: You can’t schedule posts directly on LinkedIn like you can on Facebook, so you may want to use a third party tool/app like Buffer, Hootsuite or CoSchedule.
When to post: The simple answer is to test out various posting times and see when is best for your company (meaning engagement with likes, comments and shares). Typically, weekdays during work hours are ideal on LinkedIn (not as much evening and weekend use as Facebook, Twitter and Instagram).
Page notifications: If you are worried about missing comments or questions on your page, don’t fret, but know that there is not a way to get push (email or app) notifications specifically for page updates. There is a good notification center you can access as an administrator of your page. Also be aware of what email address you have set up to receive notifications. Users often use a personal (gmail, yahoo, etc.) email address for their personal LinkedIn page. This is fine, but if you don’t frequently check that email account, you may want to change or add an email to get notices for your page at an account you do monitor consistently (like your company email).
Of course there is a lot more to a LinkedIn marketing strategy beyond getting your page created or claimed, filled out and haphazardly sharing content…but that’s another post or curriculum for that Coaching Program I mentioned.
Last weekend I went to a barbecue at a friend’s house. No, I didn’t just want to write that down. The week before the barbecue, I got a Facebook notification that I, along with twenty or so others, was invited. Tapping on the notification shot me right to the event page — beautifully done. One week before a barbecue for a handful of 22 year-olds, and there was a Facebook page with a creative title for the event, a long, but well written description including when and where it was to be held and a funny cover photo with the eventual party hosts next to their most prized and necessary party possession: the grill.
The page had all of the information that I would need to get there, but most importantly, it made me want to go. If I had simply gotten a text message invite from the host of the party, sure, the barbecue still would have probably fit my schedule, but I would be missing the multi-media, multi-dimensional approach. The point is, my friend successfully started an event marketing campaign via social media.
Here are some of my tips on how to execute an organized and diligent social media campaign for an event. Note that, depending on the scale of the event, you should be getting ready up to a month in advance — so plan accordingly!
Step 1: Get it all out.
Whenever I’m planning an event, the first thing I do is break out a blank piece of paper and just funnel any and every thing I know about the event, through the pen. This process can take as little as two minutes or it can take as long as half an hour. From concrete information like the date and location of the event, to abstract information like the event’s mission, the important thing is to unload it all.
Step 2: Plan your moves.
With all of the information at the ready, draw up a posting timeline. Writing down a schedule and committing to it will force you to stay active, keeping guests engaged with new content. Marketo provides a great downloadable checklist template for planning social media around an event that I’d highly recommend checking out. The trick is to be deliberate — don’t just blast people with the same posts over and over again. A few gentle reminders spread out over the week before it starts will keep the guests up to date, but won’t bog them down with notifications. You want people to get excited for your event, not resent you for it.
Step 3: Let the people know!
Once you have all of the event’s information at the ready, it’s time to start the outreach. Create a Facebook event page with the event’s information and post to relevant third-party event listing sites, like Eventful, Evvnt or ImpactFlow. Before you take these pages live, put yourself in the shoes of an invitee — would I want to go to this event based on the page I’m looking at? In the days leading up to it, send out a few reminders. Remember, on Facebook, people who have indicated that they’re interested in attending will get a notification whenever you post something, so pace out those posts. Give them a nudge, don’t punch them in the face.
Step 4: The event is here.
Today’s the day! At this point, you’ll get live, tangible results from all of your pre-work. But it’s not time to sit back and relax just yet. Make sure somebody is taking pictures and videos, capturing all of the major event moments. Post a picture or a status update to the event’s Facebook page, letting the stragglers still at home know what they’re missing.
Step 5: Go out and get some coverage.
If your event has landed on any third-party listing sites, then you’ve already done some of this work. Here is where you’ve got to be honest about the event you’re putting on. Of course it would be great if you could get the local news to every event that you put on, but it probably isn’t going to work like that, so if you put an honest value on the event, you’re more likely to reach your reasonable goals. Events surrounding check presentations, ground breakings or grand openings can be perfect for attracting a local outlet.
Step 6: Don’t let them forget about it.
Once everyone has left and the dust has had time to settle, revisit that Facebook page and put up any good photos, videos or valuable quotes you got from the event. Keeping attendees engaged throughout the whole process is paramount, even after the event happened. If the same event is likely to happen again, save all of the copy you wrote, along with photos and videos. Monitoring and tracking your results will only improve your future events.
There is no denying the pervasiveness and accessibility of social media. These days all of us have platforms from which we can promote a message, and those tools can lead to incredibly innovative and unique campaigns. Even still, there are ways to optimize the means to make the message glow. Follow some of these pointers to launch a successful social media campaign that will send people flying over to your event, and most importantly, make them happy they went.
Check out the Facebook live video for more on these 6 tips.