A Baker’s Dozen Follower Best Practices

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1. Personalize Your Message To Your Audience

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Featured Employees

‘A day in the life’ shows company culture, perks, benefits, and challenging problems that are being

solved.

Company News

What exciting projects are happening at your company? Opening a new office? Share

articles that feature your organization

Thought Leadership

Blog posts, research papers, interesting articles from your industry that are

useful to your audience

2. Vary Your Content Through The Rule Of Three’s

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Feature Employees or a ‘Day In The Life’

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Company News

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Thought Leadership

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• Participate in the conversation with follow-up questions or answers

• Write updates that include clear calls to action(e.g., like, share, or “Tell us something”)

• Ask questions to spark participation in the discussion thread

3. Encourage Your Audience To Participate

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>50 charactersStatus updates with

drive

28% higherengagement

4. Keep It Brief And Interesting

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As Brief As It Gets!

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70% of followers reached by a typical update are reached within the first 48 hours

5. Time Your Status Updates

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20 times per monthCompanies that post

Reach at least

60% of their unique audience

6. Post Regularly And Consistently

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“For every follower added, XYZ will donate $X or a particular service to a cause”

Tax deductible

Major PR

XYZ could be first of its competitors to do this on LinkedIn

– Be sure to show proof of results (also excellent PR!) so that audience knows this was not hoax

Add a Follow Button to XYZ website & email signatures

7. Think Creatively And Mix It Up

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January 7th

January 14th

January 21st

January 28th

Monday Tuesday Wednesday Thursday Friday

January Focus:January Brand Theme:January Owner:

Company Event

Company Event

Company Event

Company Event

Video

Article

Photo

Poll/Question

Poll/Question

Video

Article

Photo

Recruiting Event

Photo

Video

Recruiting Event

Photo

Industry Event

Industry Event

Article

8. Plan And Organize The Editorial Execution

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Trackcompany

update engagement

metrics

Segment Followers on targetable dimensions

Track new Follower acquisition

9. Monitor, Analyze, And Refine

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10. Extend The Reach Of Posts & Organically Grow Followers

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0.81%Avg FollowerEngagement

What a follower sees:

1.06%Avg Followers’ Networks’ Engagement

What followers’ networks see:

11. Updates From People We Know Are More Engaging

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58k+Potential

Reach

+30% Followers’ networks have 30% higher engagement rates than followers

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Community of engaged, like-minded professionals noise message receptivity

4,546

52Average Connections

12. Ensure Your Employees Are Sharing Posts

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13. And Of Course – Promote Your Opportunities