LinkedIn for Brand Building: A #CMWorld Chat with Chuck Hester

CaptureNinety-four percent of B2B marketers and 76% of B2C marketers use LinkedIn, so it only makes sense we try to use this platform more effectively. Chuck Hester was the guest this week on our #CMWorld Twitter chat, where he led a conversation around the features of LinkedIn that brands can use to get the word out.

Chuck is also an instructor at Content Marketing University. Mark your calendar for March 1, 2016 when Spring Enrollment opens up, with updated curriculum led by Robert Rose.

Were there tweets you wanted to retweet, respond to or favorite from this week’s chat? Visit this Storify link.

Q1: Does your company have a @LinkedIn business page? How are you using it and how often are you posting? #CMWorld 

I ain’t kidding either… #CMWorld LinkedIn should be a much more effective/dynamic product for what it claims to be https://twitter.com/ToddPatton/status/694565953854509056

@tedbauer2003

I love @LinkedIn. No, really, I mean I LOVE LinkedIn! #cmworld

@martinjason

@CMIContent @chuckhester Perfect topic! I’ve just been trying to get my LinkedIn game on-point! #CMWorld Here we gooo!

@theterencejohn

@CMIContent I do have a CMG LinkedIn page, I typically post 1 x week when I’ve published a new blog post #cmworld

@lindadessau

A1: Once a day, but our most successful LinkedIn strategy is encouraging employees to share content there. #CMWorld https://twitter.com/CMIContent/status/694567233456988161

@ToddPatton

A1. At my last job, CEO didn’t even have a personal LinkedIn. What the deuce? #CMWorld

@tedbauer2003

A1. It does but it’s more like a place-holder for now #cmworld

@SocialSMktg

#CMWorld A1: I try to post at least twice a month on the company LI page.

@BerrakDC

A1: Yes, but only about once a week. I’ve personally stopped posting on LinkedIn almost completely. #CMWorld

@SmartSuiteBree

A1: 5 times per week for my clients in different industries, around noon. #CMWorld

@Braynath

@CMIContent I get pretty much zero engagement on LI company page – seems my efforts much better spent on LinkedIn publisher #cmworld

@lindadessau

A1. There’s some indication it’s 4x better than FB for traffic to your homepage: http://bit.ly/1phNzLG #CMWorld

@tedbauer2003

@tedbauer2003 did you feel the lack of presence hurt those brands? #cmworld

@CMIContent

A1:The B2C companies I work with use LinkedIn. The B2Cs I work with do not. Beauty/Food #CMWorld

@JS_insidepitch

Employees can be some of your most important brand ambassadors! #CMWorld https://twitter.com/ToddPatton/status/694567676614545409

@Ambassador

@CMIContent Those brands were still making money/growing, but … it’s a missed opportunity. #CMWorld

@tedbauer2003

A1. Yes, we post our company news there. #cmworld

@frostmiller

A1: LinkedIn is a top priority @point_it, we share content+events+news once (or so) a day #CMWorld https://twitter.com/CMIContent/status/694567233456988161

@MaureenOnPoint

Our goal is to post 2-3x week on our @LinkedIn page. Nothing new going on? Time to resurface our best evergreen content @CMIContent #CMWorld

@BrandExtract

@CMIContent @LinkedIn A1: We update LinkedIn on a daily basis but, we broadcast a more of a sales pitch there than at @Twitter #CMWorld

@village_print

@lindadessau I can see where publisher is better…I’ve never visited a company LinkedIn page @CMIContent #cmworld

@tracibrowne

Many organizations underestimate the power of LinkedIn (pages) in their #contentmarketing storytelling. #cmworld

@CTrappe

We post to LinkedIn about 3x per week & participate in groups #cmworld

@SurveyGizmo

A1. Think one of the issues is many execs don’t ‘get’ LinkedIn. They don’t see the value. Think it’s just a bunch of resumes. #CMWorld

@tedbauer2003

@tedbauer2003 That is very narrow. It’s a great place to demonstrate your expertise within an industry. #CMWorld

@JS_insidepitch

@martinlieberman @MaureenOnPoint You know, Martin, we got our own thang. #CMWorld

@mikemyers614

@SmartSuiteBree is there a reason why you use the platform less now? #cmworld

@CMIContent

Yes we do but don’t utilize it as much as we should #CMWorld https://twitter.com/CMIContent/status/694567233456988161

@Plumlytics

LinkedIn is for more than job postings. #cmworld

@CTrappe

@martinlieberman @SmartSuiteBree Suck Up! #CMWorld

@JS_insidepitch

@ToddPatton That’s a really smart strategy. Who better to share than your company’s experts? #CMWorld

@garytaylorceo

A1 B. It will be used later when I have a plan set for it. For now, I use my profile to connect. #CMWorld

@SocialSMktg

@CMIContent Excellent! Images for Q’s. So much easier to find 🙂 #CMWorld

@CrowdContent

@JS_insidepitch Yea, but … I think a lot of people don’t attempt to contextualize that as they tackle their day-to-day. #CMWorld

@tedbauer2003

@JS_insidepitch @SmartSuiteBree Ha ha … #worthit #cmworld

@martinlieberman

A1) I don’t think @LinkedIn company pages get a lot of natural “browsing” traffic within LinkedIn but they’re good to have for SEO #CMWorld

@martinjason

@CrowdContent we’re trying new things in 2016 – so if you or any other participants have suggestions, hit us with them! #cmworld

@CMIContent

@CMIContent A1: we just got our page going. Stay tuned for great content regarding #B2B #VirtualReality 🙂 http://bit.ly/1nDu4kQ #CMWorld

@360_Immersive

@MaureenOnPoint @martinlieberman I think I’m quickly getting out of my depth (or at least my comfy zone). #CMWorld

@mikemyers614

A1. People put @LinkedIn in a box. “It’s the professional Facebook!” Nope. Totally wrong. Way different than that. #CMWorld

@tedbauer2003

@LaToyaReports Same page. I’ve managed to ignored LinkedIn for the past years. #CMWorld

@theterencejohn

@360_Immersive we would only expect greatness 🙂 #cmworld

@CMIContent

@tedbauer2003 Absolutely Ted. #cmworld

@JS_insidepitch

@CMIContent “snowstorm” LOL. There is snow, yes. #CMWorld

@CTrappe

We have a contest for our employees that encourages them to share on LinkedIn. Keep it real? haha #CMWorld

@MaureenOnPoint

#CMWorld is trending on Twitter in #philly

@uniquelyphilly

@lindadessau actually I lied…I visit companies’ LI pages to find sources 4 articles…so there’s a reason to have 1 @CMIContent #cmworld

@tracibrowne

@MaureenOnPoint Love that! #cmworld

@chuckhester

@mikemyers614 @MaureenOnPoint Same. I only know one Heavy D song. Oh well … #cmworld

@martinlieberman

A1: When I was at larger companies, we had LinkedIn company pages. Now I use my page as my business page while I build biz #CMWorld

@Mr_McFly

A1: We post to @LinkedIn at least every other day. #CMWorld

@gowithfrank

Q2: How can @LinkedIn groups help brands? Have you seen any brands run successful groups? #CMWorld

@CMWorld A1: We post abt 3x/month, trying out different formats (articles, graphics, etc.). Not sure our audience is there, though. #CMWorld

@_goldengrams

@tracibrowne There you go… #cmworld

@lindadessau

@NathanLosch @point_it Hey there mister! #CMWorld

@MaureenOnPoint

A1. The excessive amount of “We’re hiring!” posts on self-publishing can deter some people from really getting into it. #CMWorld

@tedbauer2003

A2: Groups are the key to the LinkedIn community. Brands can directly interact with customers there. #cmworld

@chuckhester

@CMIContent A1: We do & we share our top 8 things that have been sent round the office on Fridays! Also more corporate news. #cmworld

@sarahsmall

@MaureenOnPoint @mikemyers614 @martinlieberman La di Da di we like to party… #CMWorld

@JS_insidepitch

@martinjason have you seen solid SEO with posts on business pages? #cmworld

@CMIContent

@CMIContent I get more engagement elsewhere w/ the exception of my blog posts. I think it’s still important, but my goals changed. #CMWorld

@SmartSuiteBree

@chuckhester @CMIContent @LinkedIn is another great platform to create human to human experiences for your audience #CMWorld

@village_print

Hey, #CMWorld! Joining a bit late, but I’m here! I’m Rachel, the Social Media Specialist for Express Writers! Excited to chat with you all!

@ExpWriters

@martinlieberman @mikemyers614 Honestly, me too. HAHAHA Now, let’s talk Tori Amos. My inner 14 yo would be thrilled! #CMWorld

@MaureenOnPoint

Hey @MaureenOnPoint – Thanks for the invite #CMWorld @point_it

@NathanLosch

@MaureenOnPoint PREACH– #EmployeeAdvocacy #CMWorld

@theterencejohn

A1. It’s MUCH easier to stand out on LinkedIn with a thoughtful industry-specific post than it is on FB or Twitter. #CMWorld

@tedbauer2003

A2: It’s impressive to me that the @CMIContent LI group has 20,000+ members! #CMWorld

@mikemyers614

@CMIContent Aw shucks. Well we will try to not disappoint 😉 #cmworld

@360_Immersive

A1. Maureen: Do you have a weekly or daily plan for your content, or is it spur of the moment? #CMworld https://twitter.com/MaureenOnPoint/status/694568098456694784

@Rogercparker

@martinlieberman @JS_insidepitch Haha, you guys are awesome! #CMWorld

@SmartSuiteBree

A2 LinkedIn groups are a perfect way to demonstrate expertise while showing the personalities behind the brand #CMWorld

@M2Franz

@sarahsmall do you share them in a curated blog post? Or do you post the eight pieces as separate LinkedIn posts? #cmworld

@CMIContent

Yeah, those put me in a bad mood. 🙂 #cmworld https://twitter.com/tedbauer2003/status/694568776549933057

@martinjason

@MaureenOnPoint @mikemyers614 Since this is #CMWorld, I think we need to stick to Sara Bareilles. Or Pitbull. Right??

@martinlieberman

Nice!! Ours too @ToddPatton! #CMWorld http://twitter.com/ToddPatton/status/694567676614545409

@hkovs

@kelitos_way Thank you! Have a great week! #CMWorld

@SmartSuiteBree

@tedbauer2003 LOL #cmworld

@ideakid88

@Rogercparker Hi Roger, we have a weekly plan. It gets front loaded on Fri/Mon to rotate through our top priority content. #CMWorld

@MaureenOnPoint

A2. LinkedIn Groups forgets the first word of ‘social media.’ It should be SOCIAL. A COMMUNITY. Instead, it’s garbled. #CMWorld

@tedbauer2003

@tedbauer2003 Ha ha ha … But how do you *really* feel about them? #cmworld

@martinlieberman

@CMIContent We send it out as en email, then use the show email online link on social platforms – so it’s all 8 together 🙂 #CMWorld

@sarahsmall

@CTrappe Agreed! Use LinkedIn to create thought leadership content in your areas of expertise #cmworld

@kkopacz1

A2: The idea behind LI groups is good; execution from a UX perspective can be somewhat less than great. #CMWorld

@mikemyers614

A2: The @HubSpot @LinkedIn group: https://www.linkedin.com/groups/21005 is a great example of success! #CMWorld https://twitter.com/CMIContent/status/694568732820045825

@ToddPatton

Yes! #cmworld https://twitter.com/chuckhester/status/694569077864538112

@martinjason

#CMWorld Hi, Lisa! https://twitter.com/BrandLoveLLC/status/694568196175708161

@Rogercparker

Agree that the UX on groups is poor. #cmworld

@chuckhester

@mikemyers614 @MaureenOnPoint @martinlieberman I invited Doug E Fresh to the party. Maureen you don’t strike me as Old Skool Rap! #cmworld

@JS_insidepitch

One of the best ways to leverage LinkedIn is to get your employees on board with sharing your content & participate in groups #cmworld

@SurveyGizmo

@tedbauer2003 That is true. LinkedIn needs to promote its features better to businesses. #CMWorld

@kkopacz1

@CMIContent A2: There needs to be more happening than just the group. Like offline discussions, similar to @Meetup groups. #CMWorld

@360_Immersive

A2: What will be interesting to see is how the new #in Groups service will go. Many weren’t happy about the change. #CMWorld

@Mr_McFly

A2. LinkedIn Groups … trying explaining those to a hair-on-fire middle manager, eh? http://bit.ly/1SZgSDe #CMWorld

@tedbauer2003

Oh, so #contentmarketing? Smart! #CMWorld https://twitter.com/martinjason/status/694569366088749060

@mikemyers614

@tedbauer2003 this is a frustration for many group moderators we speak to #cmworld

@CMIContent

@Rogercparker Hi back, Roger! 🙂 #CMWorld

@BrandLoveLLC

@kkopacz1 I don’t think people down the chain at most businesses really see the value. #CMWorld

@tedbauer2003

@casual_astro This is very true. Have you seen it work well somewhere? #CMWorld

@CommunityElf

A2) Great conversations are had in LI groups. Doesn’t always translate to leads, but can def. be informative! #CMWorld

@garytaylorceo

A2: Unfortunately, a lot of LinkedIn groups have turned into spam city. I’ve seen more value come out of FB groups. #cmworld

@SmartSuiteBree

A2: LinkedIn groups can be a great source to find influencers. #CMWorld

@casual_astro

(Relevant) LinkedIn groups enable brands to get to know their target audience on a more personalized level. #CMWorld https://twitter.com/CMIContent/status/694568732820045825

@CrowdContent

#CMWorld is now trending in USA, ranking 25

@TTMobile_us

As per my experience, groups are meant for engagement while pages contain informational pieces. #CMWorld (1/2) https://twitter.com/CMIContent/status/694568732820045825

@vaidus

A2 LinkedIn Groups are massive engagement hubs. No particular successful group 4 a brand #CMWorld https://twitter.com/CMIContent/status/694568732820045825

@deevapreneur

Q to @tedbauer2003: Which do you think has better social ROI? LinkedIn groups or industry-specific Facebook groups? #CMWorld

@theterencejohn

A2. Why have the groups if it’s essentially 45 percent spam, right? #CMWorld

@tedbauer2003

So I think @LinkedIn groups fetch more engagement. #CMWorld (2/2) https://twitter.com/CMIContent/status/694568732820045825

@vaidus

A2: I have yet to be successful in groups. Membership orgs seem to have the best luck. I miss LI Questions. #cmworld https://twitter.com/CMIContent/status/694568732820045825

@MaureenOnPoint

@SmartSuiteBree we’ve seen that too – true conversations are not taking place in as many groups as they had in the past. #cmworld

@CMIContent

@MaureenOnPoint @mikemyers614 @martinlieberman First concert was Beastie Boys/Run DMC in 86. I go back a long way. Rush Groove fan? #cmworld

@JS_insidepitch

Hi everybody. Wayne here in Toronto. #cmworld

@ideakid88

A2. We’ve all but abandoned our group pages. No real participation. #CMWorld

@av8r2000

Many people are afraid to be active on LinkedIn in case their employers think they’re job shopping. Interaction is key for brands. #CMWorld

@Erin_E_Palmer

@SmartSuiteBree Hi Bree! #cmworld

@ideakid88

A10) When will @LinkedIn users finally realize that forcing their sales messages on us is counter-active to the reason LI exists? #cmworld

@martinjason

A2 Employee participation in @LinkedIn groups can “soft pitch” your firm’s expertise, just by being helpful & sharing great content #CMWorld

@BrandExtract

Agreed! #CMworld #LinkedIn https://twitter.com/tedbauer2003/status/694568530369449984

@emily_idg

@Braynath @CMIContent Me too (he said, sheepishly) #CMWorld

@mikemyers614

@tedbauer2003 Thanks for sharing- looks interesting #CMWorld ^Sab

@Plumlytics

@CMIContent Happy to be back, a great community! #CMWorld

@ZalkaB

@JS_insidepitch I don’t know Krush Groove, but that concert sounds amazing. My first concert was AC/DC #CMWorld

@MaureenOnPoint

Me too! MT @MaureenOnPoint: I miss LI Questions. #cmworld

@lindadessau

@chuckhester @CMIContent Chuck, you beat me to it! Groups that are successful on LinkedIn is key. #CMWorld

@kkopacz1

@ideakid88 Hello Wayne! #CMWorld

@SmartSuiteBree

@tedbauer2003 why do you say that? #cmworld

@CMIContent

A2: Well I learned a thing or two about managing a LinkedIn group when I read this: http://contentmarketinginstitute.com/2015/05/linkedin-group-tips/ @CMIContent 😜 #CMWorld

@hkovs

@theterencejohn Basically, people dump content in LinkedIn Groups because they don’t know what else to do. Marketing 101! #CMWorld

@tedbauer2003

👇👇👇 #CMWorld https://twitter.com/SurveyGizmo/status/694569416294567936

@CrowdContent

@theterencejohn We definitely like to have updates scheduled out. It’s so much easier to manage that way! #CMWorld

@ExpWriters

A2: I think the best way to utilize groups is to showcase/discuss expertise in industry segments. Don’t make it about your company. #cmworld

@JS_insidepitch

@hkovs @CMIContent SUCK UP! haha #CMWorld

@MaureenOnPoint

Q3: With @LinkedIn changing its groups recently, how can brands maintain control of their groups? #CMWorld

@mikemyers614 Agree 100%. When are you going to do something about your UX @LinkedIn? #cmworld

@ideakid88

@SurveyGizmo Agreed! #cmworld

@chuckhester

@hkovs thanks for sharing the post, Hannah! But with recent changes, we should make a few updates 🙂 #cmworld

@CMIContent

@MaureenOnPoint @hkovs ha ha ha, well she didn’t send us brownies so can you really say “suck up?” #cmworld

@CMIContent

A2: At least one of our national sales people has found good success with @LinkedIn groups within our industry. #CMWorld

@gowithfrank

@MaureenOnPoint I definitely see more success in Facebook groups. – Rachel #CMWorld

@ExpWriters

@ExpWriters Absolutely! This applies to all online community gathering places. #CMWorld

@CrowdContent

@CMIContent @hkovs fair point! haha #CMWorld

@MaureenOnPoint

@CMIContent @SmartSuiteBree I agree. There are many active ones but still have to wade through posts to look for relevant ones. #cmworld

@SocialSMktg

Great point. Make it what you want/need it to be. #CMWorld https://twitter.com/chuckhester/status/694570309496741889

@mikemyers614

@CMIContent @LinkedIn A3: Utilizing stellar communication is key. #CMWorld

@village_print

@Maureenonpoint A1 #CMworld. Don’t understand “front loaded.” Do you mean intention, or are posts automated? https://twitter.com/MaureenOnPoint/status/694569214523232257

@Rogercparker

@Plumlytics PLUMMMMMMMMMMMMMMMMMMMYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYY #CMWorld https://t.co/3mZhS6GWLu

@Mr_McFly

@tedbauer2003 Haha! Classic “Marketers ruin everything” moment? #CMWorld

@theterencejohn

@MaureenOnPoint @CMIContent hahahahahahaha #calledout #CMWorld

@hkovs

A2 1/2: an incredibly successful group was @Citi’s Connect: Professional Women’s Network – not sure if they are still around… #CMWorld

@SWP_stars

@CrowdContent Agreed! Your audience won’t stick around long if you aren’t paying attention to them! #CMWorld

@ExpWriters

A2 Builds Thought Leadership. Connects A Thriving Community. Builds Personal Network #CMWorld https://twitter.com/CMIContent/status/694568732820045825

@kkopacz1

@SocialSMktg @CMIContent Exactly. Then it comes down if it’s worth shifting through the noise. Will prospects take the time? #CMWorld

@SmartSuiteBree

@ExpWriters Interesting. I’d love to learn more about your experiences with that! #CMWorld

@MaureenOnPoin

It’s a dialogue not a broadcast – community, connection, content…. #cmworld

@chuckhester

A3. Understand the value of posting to groups but also letting different opinions in. #CMWorld

@tedbauer2003

@CMIContent I wouldn’t miss it! 🙂 #cmworld

@SFerika

A1 #CMworld. Thank you. What do you use for a content calendar, i.e. spreadsheet, paper, etc.? https://twitter.com/NathanLosch/status/694569165324038145

@Rogercparker

@CMIContent True. Still some great tips in there thought! #CMWorld

@hkovs

A2 #in groups would most likely do better if they are conversational a bit like #fb groups #CMWorld

@deevapreneur

G + Plumy together again! #Happydays! #CMWorld ^Sab https://twitter.com/Mr_McFly/status/694570450404413440

@Plumlytics

@KyleAkerman @CMIContent Hey there Kyle! #CMWorld

@mikemyers614

FYI http://www.socialmediaexaminer.com/linkedin-group-changes-what-marketers-need-to-know/ #cmworld

@ideakid88

@hkovs @CMIContent I tease! Ha! #CMWorld

@MaureenOnPoint

A3: It’s a learning process. What you need to do hasn’t changed, only the way you do it. #CMWorld https://t.co/9hsUi4Ddzf

@Mr_McFly

@CMIContent @LinkedIn A1. A company should have a business page on LinkedIn. It helps to update news about your company. #CMWorld

@sabjan02

@MaureenOnPoint Personally, I’m in many groups for business. The ones with high engagement are the best. – Rachel #CMWorld

@ExpWriters

A2 2/2: the reason @Citi’s Connect: Professional Women’s Network was so successful: it promoted authentic dialogue NOT sales/promos #CMWorld

@SWP_stars

@JS_insidepitch Many “old school” companies fail to realize that if you share good knowledge, sales flow naturally. #cmworld

@360_Immersive

You definitely see a lot of folks who drop in to LI groups just to self-promote their latest blog post, not to converse. #cmworld

@SFerika

@chuckhester with groups with thousands of members – how can you police dialogue not broadcast if posts are automatically approved? #CMWorld

@MoninaW

A2) LinkedIn groups work well in Higher Education. They bring graduates & alumni together to share experiences. #cmworld

@Liliholl

@JS_insidepitch Awesome! I’ll look into the movie for sure! I saw Nirvana a few times, they were great. #CMWorld

@MaureenOnPoint

@chuckhester BINGO Chuck! Too many brands make it a one-way street, turning off the audience. #CMWorld

@JS_insidepitch

This as simple as it can be explained. What can you offer your audience? #CMWorld https://twitter.com/JS_insidepitch/status/694570132102774784

@gowithfrank

@ExpWriters Now I want to follow you around to see which groups you’re interacting with. #CMWorld

@MaureenOnPoint

@chuckhester Do you think that the changes will get rid of the spam that has plagued LinkedIn Groups? #CMWorld

@kkopacz1

that’s all I see MT @SFerika: You see a lot of folks drop in to LI groups to self-promote their latest blog post not to converse. #cmworld

@tracibrowne

A2) As much as a value concept of LinkedIn Groups, I have never seen a ton of value for brands. Seems better to focus elsewhere. #cmworld

@martinjason

A3: Brands cannot control groups on LinkedIn. If you want control, you need to build your own groups, like w/ @getsatisfaction #CMWorld

@billcush

@kkopacz1 I think the changes have hurt the group dynamics. BUT they are still valuable. #cmworld

@chuckhester

@village_print group rule are key as well #cmworld

@CMIContent

@kkopacz1 @chuckhester I’ve seen a number of #Cmgrs note that the changes make it harder for them to moderate. #cmworld

@SFerika

A3. Maybe clear some of the spam, right? #CMWorld

@tedbauer2003

Thanks! Glad to know there are others out there not just creating NOISE! #CMWorld #QualityContent https://twitter.com/CommunityElf/status/694571185825255424

@NathanLosch

@SmartSuiteBree @CMIContent Nope, they won’t. I am not an LI expert but I have more engagement on my profile #CMWorld

@SocialSMktg

@SFerika Sounds like you need a drink! 🍸 #CMWorld

@BrandLoveLLC

@MaureenOnPoint Haha! Anytime! 🙂 There are some great ones out there. #CMWorld

@ExpWriters

@BrandLoveLLC Hehe I’m having a big chococat mug full of green tea right now! 😉 #cmworld

@SFerika

definitely a challenge finding groups where ppl want actual discussion rather than posting content – better to start your own group #cmworld

@SurveyGizmo

@mikemyers614 @LinkedIn is definitely a work in progress – has been for 10 years! #cmworld

@chuckhester

@martinjason That’s the thing about LinkedIn: In so many ways, it’s better in concept than it is in execution. #cmworld

@martinlieberman

A3: set a tone for the group: make it clear what the goals of the group are to attract the right audience #CMWorld

@SWP_stars

A3:I’m not familiar with the change on LinkedIn. Seems like maintaining control would be more of a job than curating content for it #cmworld

@JS_insidepitch

@SWP_stars Great tip! You want to make sure you’re attracting only the right people to your group! #CMWorld

@ExpWriters

@CMIContent @LinkedIn A2. LinkedIn groups are great ways to increase your brand exposure #CMWorld

@sabjan02

Q4: How can employees/teams use @LinkedIn to build your brand – both for awareness and engagement? #CMWorld

Rules are very important for group control. It’s your group, you make the rules…not LinkedIn. #cmworld

@chuckhester

@SFerika It’s awful. Can’t believe anyone responds to those comments in a group discussion “Our solution is awesome, check us out!” #CMWorld

@billcush

@CMIContent Yes. You have to establish the structure before anything else. Make sure to establish what the rules are. #CMWorld

@village_print

A3) Groups can only be managed by individuals so it’s worth considering brand ambassadors or influencers to support the task. #cmworld

@Liliholl

A4: Brands should encourage employees to be active on @linkedin. Engaged employees show prospective emp it’s a great place to work! #CMWorld

@mikemyers614

A3. This ‘CMOs don’t understand digital content’ data applies to LinkedIn too, of course. http://bit.ly/1loi3iS #CMWorld

@tedbauer2003

@360_Immersive Yeah. They also don’t want to showcase their talent, which could become “industry leaders” creating more sales! #cmworld

@JS_insidepitch

A4 Get them to use Publisher (properly) #cmworld

@tracibrowne

It can be a full-time job to moderate LI groups. Is there ROE for that? #cmworld https://twitter.com/Erin_E_Palmer/status/694571461802135552

@martinjason

@DannyBrams @chuckhester No one really gives a shit, naw mean Brams? #CMWorld

@tedbauer2003

A4 Starts with having employees who WANT to engage beyond their immediate purview. Can they think more broadly? #cmworld

@martinlieberman

Yeah, what Mike said. #CMWorld https://twitter.com/mikemyers614/status/694571900161376259

@Mr_McFly

@CMIContent @LinkedIn A4 It’s helpful to encourage employees to share/like content on LinkedIn, to share w/their networks. #cmworld

@SFerika

A4: Employees put a familiar face on your brand & share within their networks for more personal engagements #CMWorld https://twitter.com/CMIContent/status/694571743352983552

@CommunityElf

@CMIContent @LinkedIn A4 But I am not a fan of the auto-sharing of content, which can result in a dozen roboshares w/same copy. #cmworld

@SFerika

A4. First off, think about what your goals/priorities on LinkedIn are. #CMWorld

@tedbauer2003

A4: THIS is what we struggle the most with. Getting the right employees to engage in the right groups. #CMWorld

@gowithfrank

#CMworld @Chuckhester Chamber of commerce analogy is great! https://twitter.com/chuckhester/status/694569877105942532

@Rogercparker

A4: As a service biz we use LinkedIn 4 personal brand building-I’m getting my SMEs to fine tune their profiles #CMWorld

@MaureenOnPoint

A3: Moderating LinkedIn groups are key to success. Keep out the self-promoting spam. Gotta keep them real. #CMWorld

@BrandLoveLLC

A4. Second off, HOW can you achieve that goal? #CMWorld

@tedbauer2003

@Erin_E_Palmer yes!! Be one with the community. Canned responses are a fading trend (thankfully!) #CMWorld

@CrowdContent

@SurveyGizmo This is important! How do you empower your employees to do this? #CMWorld

@CommunityElf

A4. One of the smarter plays on LinkedIn is true employee advocacy, but SO MANY brands miss this. #CMWorld

@tedbauer2003

@MaureenOnPoint so very important #cmworld

@CMIContent

A4: At @Ambassador we send out a weekly email with engaging sample posts for our employees to share. #CMWorld https://twitter.com/CMIContent/status/694571743352983552

@ToddPatton

A4 If I were an employee of a company I’d be wary of using my LI for company specific content…it’s my personal space. #cmworld

@tracibrowne

@ToddPatton @Ambassador Excellent tactic, Todd1 #cmworld

@chuckhester

@CMIContent A4: By sharing insight from the trenches that can help the whole industry move forward. #CMWorld

@360_Immersive

@CMIContent @LinkedIn A4 #brands leverage the sum total of their employees personalities & expertise when they’re posting on brand #CMWorld

@M2Franz

A4:Team can become experts using same sales content, to speak dialogue. Have to be open to be visible, have thoughts challenged. #cmworld

@JS_insidepitch

A4. Everyone races around, hair ablaze, screaming about getting job postings up on LI. What about using it more strategically? #CMWorld

@tedbauer2003

@tedbauer2003 Doesn’t everything start like that? 🙂 #CMWorld

@mikemyers614

A2 @chuckhester #CMWorld. “Best practices” idea is a great concept. Puts a new spin on the topic. https://twitter.com/chuckhester/status/694569077864538112

@Rogercparker

@ToddPatton I used to do that, but our SEO expert start showing me how it’s better to share the original tweet. #CMWorld

@MaureenOnPoint

@CMIContent A4:Employees R powerful advocates & connections R PLT: People Like Them! Speaking highly is professional word of mouth. #CMWorld

@sarahsmall

@tracibrowne I personally encourage folks to only share content that they feel their network would be interested in. #cmworld

@SFerika

1) Making team groups2) Sharing informational pieces about team & company #CMWorld https://twitter.com/CMIContent/status/694571743352983552

@vaidus

A4: Let your employees be the voice of your company. Let them showcase organic content that has viral potential #CMWorld

@village_print

Q4 Encourage employees to update profiles to showcase skills & media. Clients hire based on your collective talent & expertise #CMWorld

@BrandExtract

@tedbauer2003 Amen Ted! #cmworld

@JS_insidepitch

@gowithfrank what makes an employee the “right” one? #CMWorld

@CommunityElf

A4: We use our own software @postbeyond! Anything in our content library is approved so we can choose what to share on LinkedIn! #CMWorld

@hkovs

@NathanLosch @ToddPatton or update. #CMWorld

@MaureenOnPoint

A4. For large companies w/ lots of employees, I’d highly recommend LI groups though. Use it as platform to engage. #CMWorld

@SocialSMktg

A4: Challenge for my clients is to encourage employees to participate on LinkedIn. Any suggestions? #CMWorld

@Braynath

@jfouts True, true. I overshot. #CMWorld

@tedbauer2003

Your employees SHOULD be your best advocates on social media. #cmworld

@chuckhester

A4) Biz pages are always great to share relevant updates & target specific individuals. Running campaigns there is very handy. #cmworld

@Liliholl

A4 It’s fair to encourage employees to publish to show their personal expertise in your industry…not expertise in company tho #cmworld

@tracibrowne

This. #CMWorld https://twitter.com/chuckhester/status/694572910544044032

@mikemyers614

A4. Basically, here’s a platform. How can we use this to find leads/clients/drive business goals? Start with LOGICAL thinking. #CMWorld

@tedbauer2003

A4a: Be active on LinkedIn. Feature your company page on other social media bios to help people find you there. #CMWorld

@ExpWriters

A4 I’ve had colleagues w/the POV of “if they don’t share our content they shouldn’t be working here”, but I don’t agree. #cmworld

@SFerika

@tracibrowne If you create content for sales/conferences, it can be put into the brand page funnel for use. Raises your exposure. #cmworld.

@JS_insidepitch

A4. All this said, I sometimes think LinkedIn publishing is a terrible idea: http://bit.ly/1OqlLT4 #CMWorld

@tedbauer2003

@martinjason Brands tend to make their groups too broad. Smaller, targeted groups with a clear goal are easier to manage. #CMWorld

@Erin_E_Palmer

@SFerika harsh. There’s a middle ground…. #cmworld

@chuckhester

A4b: Having employees get publicly excited about wins is an awesome way to get your teams involved. #CMWorld

@MaureenOnPoint

@SFerika @tracibrowne Yes Erika. Kitchen sink approach won’t work, even though I see lots of companies doing it. #CMWorld

@JS_insidepitch

A4: Share content, engage, build relationships, & most importantly be genuine. Building personal brand can benefit the company too. #CMWorld

@casual_astro

@chuckhester I agree. But interesting to see someone believe that so passionately. #startuplife #cmworld

@SFerika

Q5: Promoted posts or display advertising – are you currently using, and where are you seeing success? #CMWorld

A5: Like all PPC, if you have the budget it can be worth trying. @LinkedIn is great because you can use their vast demographics. #cmworld

@chuckhester

A4: Simple, do the same as what you do for your branding, content marketing, Snapchat: consistent key message + useful info. #cmworld

@ideakid88

Thank you for link, @Hkovs #CMworld. I had missed it when it first appeared. https://twitter.com/hkovs/status/694570081821548544

@Rogercparker

A5: What is this ‘display advertising’? #CMWorld

@mikemyers614

@SFerika amen to this! (Obviously I feel strongly about this one – Mo) #cmworld

@CMIContent

A4: You certainly cannot treat it like “Mandatory Fun” office events. “We’re all going bowling for team building or else” #CMWorld

@billcush

A4 2/2:1 tip: design group around hot discussion topics within your industry that you have developed content for #CMWorld

@SWP_stars

@CMIContent @ZalkaB This is where creating great content for your company comes in! It gives your employees a tool to be advocates! #CMWorld

@CommunityElf

@CMIContent A5 I haven’t had the budget for display but have seen promoted posts work well for #B2B on LI & twitter. #cmworld

@SFerika

Couldn’t agree more! #CMWorld http://twitter.com/chuckhester/status/694572910544044032

@hkovs

A4) Utilize comments for both awareness/engagement. Demonstrate though leadership by answering. Showcase interest by asking. #CMWorld

@CrowdContent

We couldn’t agree more! #CMWorld https://twitter.com/chuckhester/status/694572910544044032

@VIRGENInc

@SFerika That’s nuts. But there needs to be some teamwork to leverage some material. #cmworld

@JS_insidepitch

@billcush HA! That’s funny. You’re either the ball or the pins! #CMWorld

@mikemyers614

A5. This question sucks. How about organic reach? How about thinking about your employees as an advantage? #CMWorld

@tedbauer2003

@ExpWriters Absolutely! It’s works as tool for growth of team as well as brand. #CMWorld

@vaidus

@SFerika @chuckhester What makes it more difficult to moderate LinkedIn Groups? #CMWorld

@kkopacz1

A5. Never tried it for my company but will definitely try it in the future. #cmworld

@SocialSMktg

@mikemyers614 similar to the right hand ads on Facebook #cmworld

@CMIContent

@vaidus Agreed! #CMWorld

@ExpWriters

A5. EVERYBODY by now can ignore ads. You can’t ignore relationships, tho. http://bit.ly/16Abtyb #CMWorld

@tedbauer2003

@CMIContent definitely looking forward to hearing everyone’s answers here as we are just setting up our budget for this! #CMWorld

@360_Immersive

@billcush I had a VP once who mandated we have FUI (fun, uplifting, inspirational) events as part of our goals. #MandatoryFunNoThx #cmworld

@SFerika

@hkovs +1. #CMWorld

@ToddPatton

@kkopacz1 @SFerika size of the group may be a factor… #cmworld

@chuckhester

A5: #in’s advertising conversion/ROI is still up in the air to me. It’s feels like it’s built on low % benchmarks. #OldBiz#CMWorld

@Mr_McFly

A4. Use @LinkedIn like a professional, create value & share info. Don’t post “motivational” stuff or treat it as a dating website! #CMWorld

@eksays

@JS_insidepitch I’m a HUGE fan of their catalogue. It’s this amazing mashup of hip-hop, pre-trance groove. #CMWorld

@MaureenOnPoint

@CMIContent I may have been being a bit snarky there…sorry, I should warn you. 🙂 #CMWorld

@mikemyers614

A4) Your employees/team members are also your best, most knowledgeable brand ambassadors! Encourage them to post. #CMWorld

@garytaylorceo

@martinlieberman HAIR ABLAZE!!! #CMWorld

@tedbauer2003

@mikemyers614 I can’t be both? Hmmm. #CMWorld

@billcush

A5. Our text ads have not received nearly the same results as our Facebook ads #cmworld

@frostmiller

@eksays @LinkedIn What you said! #cmworld

@chuckhester

@gowithfrank that makes sense! Are you creating content for all areas of expertise so your employees have relevant things to share? #CMWorld

@CommunityElf

On point. Always be listening to your community. #CMWorld https://twitter.com/ExpWriters/status/694570489394495488

@CrowdContent

@CMIContent I would share it if it would look good on my profile even after I left that company…have to think about your own future #cmworld

@tracibrowne

@SFerika do you feel you have a greater return when using promoted posts compared to what you would have had organically? #cmworld

@CMIContent

@mikemyers614 @CMIContent Don’t. Ever. Stop. Mike. Ever. #CMWorld

@MaureenOnPoint

@kkopacz1 @chuckhester See this post: http://marketingland.com/why-the-new-linkedin-group-changes-are-a-community-managers-worst-nightmare-150048 for a great POV on it. #cmworld

@SFerika

The essence of Social Media #CMWorld https://twitter.com/tedbauer2003/status/694573685915717636

@Plumlytics

@tracibrowne That’s a good question to ask #cmworld

@lindadessau

@CMIContent A5. I have seen great results with Facebook Display. #CMWorld

@DM_Suri

I am NOT a big fan of LinkedIn PPC. I prefer organic reach. Teach my clients how to do it on a regular basis! #cmworld

@chuckhester

A5: Promoted posts are huge for getting the RIGHT eyeballs on the new content we are creating each week. #CMWorld https://twitter.com/CMIContent/status/694573256351707137

@ToddPatton

Yes. So many people use it as Facebook #CMWorld https://twitter.com/eksays/status/694573758439374850

@zilveti92

@DM_Suri have you tried to execute on LinkedIn? #cmworld

@CMIContent

A5b: Continually tweaking the LinkedIn ads would up the ROI. #CMWorld

@ExpWriters

@SFerika Ah, the good ‘ol days. #CMWorld

@billcush

@CMIContent On twitter I definitely have, like the $200 spend that earned 1k followers. On LI, it’s varied. #cmworld

@SFerika

@mikemyers614 @CMIContent You’re one of my favorite tweeters. #CMWorld

@MaureenOnPoint

A5) I haven’t tried paid ads yet. Has anyone found value there? #CMWorld

@garytaylorceo

@CommunityElf That’s good to know! #CMWorld

@ExpWriters

I agree with Ted. All of our reach is organic, a real team effort. The results have been amazing! #CMWorld http://twitter.com/tedbauer2003/status/694573572258451456

@hkovs

@CMIContent

@MaureenOnPoint @mikemyers614 he’s one of ours too 🙂 #cmworld

@CMIContent A5: Utilize whichever best caters to your niche. Both are subjective to the 5 Ws? #CMWorld

@village_print

A5. Organics are better than Paid. But if you have huge budget it’s ok to invest once awhile. #CMWorld

@vaidus

@ideakid88 In a professional context, you mean? Because outside the office, I’m sure they do! #cmworld

@martinlieberman

A5. Had a middle manager at last gig who tried to figure out LinkedIn ads for about five weeks. Couldn’t. That’s… not good. #CMWorld

@tedbauer2003

@tedbauer2003 It’s more about magnifying the reach much faster than organically can. For us, at least, since we are new. #CMWorld.

@360_Immersive

@hkovs That’s fantastic, Hannah! Well worth it, I’m sure! #CMWorld

@ExpWriters

@BrandLoveLLC Yes! Marketers often forget that people in other departments are not always as comfortable on social. #CMWorld

@Erin_E_Palmer

@MaureenOnPoint I’d probably like it. Maybe I’ll have to see if they get much depth on Pandora! #Cmworld

@JS_insidepitch

@garytaylorceo I’ve been a little cautious so that’s a great question! #CMWorld

@zilveti92

A5: We use all the social ads as an added insurance policy for content conversion. LI, not my fave. #CMWorld https://twitter.com/CMIContent/status/694573256351707137

@MaureenOnPoint

@CMIContent @MaureenOnPoint Aww, you guys! Thanks. Would you please tell my mom? She wonders what I do. #CMWorld

@mikemyers614

@mikemyers614 Agreed. I despise those. #CMWorld

@ToddPatton

A5. “So I can shove my product down someone’s throat on LinkedIn too?!?!? SIGN ME UP, BABY!!!” — Execs #CMWorld

@tedbauer2003

@JS_insidepitch They do ok on Pandora. You’ll hear a few things on there. Might be a Spotify project! #CMWorld

@MaureenOnPoint

@gowithfrank That’s always good to hear! From our experience that will help you most effectively conquer this struggle! Good luck! #CMWorld

@CommunityElf

@tracibrowne Makes sense. No one wants you to be a company salesperson. But hopefully you’ll want to share good content. #cmworld

@martinlieberman

A5. Both waste of money #CMWorld https://twitter.com/cmicontent/status/694573256351707137

@vivektweetsso

It’s best to have a little mixture of both (if you have the budget!) #CMWorld http://twitter.com/vaidus/status/694574348569436160

@SWP_stars

@kkopacz1 That’s great advice, Kathy! You want to make sure they’re portraying your brand accurately! #CMWorld

@ExpWriters

@mikemyers614 @CMIContent @MaureenOnPoint My Mom does too! #cmworld

@chuckhester

A5) Advertising on LI is not always suitable. Its networking nature makes users to concentrate on connections rather than ads #cmworld

@Liliholl

A5. After knowing why you want to advertise on @linkedin create segments & share your budgets across your at groups. #cmworld

@eksays

@cmicontent Facebook is cheaper–I actually think the audience would be more targeted on LI (b2b audience) but results don’t match #cmworld

@frostmiller

@ToddPatton 🙌 glad you think so!! #CMWorld

@hkovs

Q6: How can companies distribute content on @LinkedIn in unique and creative ways? #CMWorld

A6: Think multimedia. Instead of a blog post – try a video or infographic. Use a Q&A with an industry expert. #cmworld

@chuckhester

@ExpWriters It really is! #CMWorld cc/ @postbeyond

@hkovs

@vivektweetsso Why do you say that? #CMWorld

@360_Immersive

A5b: We use Facebook, twitter, linkedin paid ads. I’m fleshing out my attribution model to track effectiveness in the cust. Journey #CMWorld

@MaureenOnPoint

@CMIContent A5: Promoted content should be exclusively targeted based. Promoting to the general public is not cost effective. #CMWorld

@village_print

@vivektweetsso Why? #CMWorld

@zilveti92

@js_insidepitch tend to agree #cmworld

@frostmiller

@tedbauer2003 unfortunately when it comes to employee’s brands miss a lot of things. http://gph.is/1UvNHaY?tc=1 via @giphy #cmworld

@ideakid88

@martinlieberman I think it’s unfair 4 cos to expect employees use their LI account as a pitch tool? Will Co pitch U when UR gone? #cmworld

@tracibrowne

@ExpWriters It takes experimentation to find what works best for your type of content & audience – but this seems to work for most. #CMWorld

@CommunityElf

A5. “I AIN’T GOT TIME FOR LONG-TERM STRATEGY ABOUT LINKEDIN!!! I GOT SALES TARGETS TO HIT, BABY!!!” #CMWorld

@tedbauer2003

@chuckhester @mikemyers614 @CMIContent HA! Have your mom call me. We’ll get real. #CMWorld

@MaureenOnPoint

A6. Start here: what’s your company’s value? What do you want to articulate? #CMWorld

@tedbauer2003

@tedbauer2003 *shakes head slowly* So sad. #CMWorld

@MaureenOnPoint

@tracibrowne @martinlieberman Companies need to earn that right, IMO. But I like to think they can. #CMWorld

@mikemyers614

A6: It’s a small thing, but in my last few publisher posts I’ve use the “quote” tool to create call-out quotes – like how it looks #cmworld

@lindadessau

A6: one option: create a @LinkedIn group as a follow up from an event/program/conference as a way to continue the conversation #CMWorld

@SWP_stars

A6. Do you want this primarily as a recruiting tactic, or a leads/conversions tactic? #CMWorld

@tedbauer2003

@zilveti92 if u ve good content no need to pay to promote it #CMWorld

@vivektweetsso

Best way to approach LI Groups! #cmworld https://twitter.com/Erin_E_Palmer/status/694573128979234817

@martinjason

@av8r2000 @Erin_E_Palmer Writing updates 4 LinkedIn & distributing them through internal communication channels is a bonus too. #CMWorld

@BrandLoveLLC

@CMIContent @LinkedIn A6: Video content or posts that engage with them, maybe a graphic that leads to the answer a question. #CMWorld

@village_print

In my findings LinkedIn is the biggest opportunity for #b2b brands, they just need to provide truly valuable content. #CMWorld

@RizzoMB

A6: We’ve started to create specific content for @LinkedInPulse to diversify where our content goes. #CMWorld https://twitter.com/CMIContent/status/694574770122203136

@ToddPatton

(I can tell we are trending in some locations b/c of the bot swarm) #cmworld

@SFerika

@lindadessau definitely a nice addition to posts #cmworld

@CMIContent

A6. The reason almost all digital content that fails ultimately fails? Whoever created it had no idea what the eff it was for. #CMWorld

@tedbauer2003

A4. Use @LinkedIn like a professional, create value & share info… Don’t… motivational #CMWorld @eksays Nicely said https://twitter.com/eksays/status/694573758439374850

@Rogercparker

@eksays @LinkedIn This strategy would apply to all social media platforms. No broadcasting! #CMWorld

@kkopacz1

@CommunityElf Agreed! It will always vary based on the audience, but that’s a great tip to know! #CMWorld

@ExpWriters

A6: Push more visual content, such as video! Create a contest on @LinkedIn #CMWorld

@village_print

@MoninaW I’ve seen it to be true. My posts with images that are arresting do very well. 40K hits on my 30 plus posts! #cmworld

@chuckhester

Q/As, videos, inforgraphics, GIFs are a few good ways of content distribution on @LinkedIn #CMWorld https://twitter.com/CMIContent/status/694574770122203136

@vaidus

For newbs ads on most platforms are more complicated than we pros remember. #CMWorld https://twitter.com/tedbauer2003/status/694574365300621313

@jfouts

A6: There are technical limits to how to communicate on #in (as with all channels). More engagement opps INSIDE the content is key #CMWorld

@Mr_McFly

Sound advice. #CMWorld https://twitter.com/Rogercparker/status/694575371270881280

@mikemyers614

A6: Unique & creative isn’t as important as ensuring you’re creating the content that your audience wants. #CMWorld https://twitter.com/CMIContent/status/694574770122203136

@CommunityElf

@JS_insidepitch Bunch of morons chasing nickels in the couch cushions sometimes… #CMWorld

@tedbauer2003

@SFerika Wow. Obviously they are not aware of this: http://www.forbes.com/sites/ekaterinawalter/2014/01/14/reaping-the-benefits-of-diversity-for-modern-business-innovation/#5f04e1b6476e #cmworld

@ideakid88

@CMIContent @LinkedIn A6 creative & engaging content will engender engagement, trickling content through to your audiences #cmword

@M2Franz

 

@martinlieberman @martinjason Is there an engagement metric for LinkedIn Groups? #CMWorld

@kkopacz1

ha! so true it hurts. #CMWorld https://twitter.com/tedbauer2003/status/694575337309655040

@jfouts

A6) Distributing content can only be effective if you know your audience’s needs & interests. #cmworld

@Liliholl

@billcush let us know how that goes – will be curious to hear #cmworld

@CMIContent

@chuckhester @CMIContent Q/A content are a great way to get the audience more involved. #CMWorld

@village_print

A6) Also, check out the Editorial Calendar for Pulse – it lists monthly themes…. #cmworld

@chuckhester

@tedbauer2003 Yeah. It’s a great post Ted! #CMWorld

@JS_insidepitch

@mikemyers614 @tracibrowne I’d never make anybody do anything. But I’d hope employees would want to share from time to time. #cmworld

@martinlieberman

AQ: Unique content will never be easy, but I’d go for personal blogs by experts combined with good multimedia to get close. #CMWorld

@UlrikaB

Wow! #CMWorld https://twitter.com/chuckhester/status/694575421204070400

@BrandLoveLLC

Surely @SFerika @CMIContent @slideshare can be helpful, specially when incorporated in @linkedin updates & @LinkedInPulse articles #cmworld

@eksays

@village_print @LinkedIn Have you created a contest on LinkedIn before? Have you seen great results? #CMWorld

@CommunityElf

A6: Goes without saying, but deliver a unique experience that offers the audience something of value. #CMWorld

@JS_insidepitch

@kkopacz1 @martinjason Not that I’ve seen. But we don’t use Groups very much. #cmworld

@martinlieberman

Agree! If you’re not the one creating the content – what is the VALUE in them following your brand? #CMWorld http://twitter.com/CommunityElf/status/694575460311814144

@SWP_stars

@BrandLoveLLC please remind me of this at some point lol #cmworld

@CMIContent

A6. Think about it like this: treat your employees well. http://bit.ly/1H0ykjQ #CMWorld Guess what? They then advocate for you!

@tedbauer2003

@ideakid88 @SFerika that definitely describe Erika! #cmworld

@CMIContent

A6: Of course we post jobs, we also create stories around events specific to groups/causes we support, like parents, small biz. #CMWorld

@mikemyers614

@ideakid88 Right??? But it’s good to know someone has this POV, so you can decide if that works for you…or not. #CMworld #BuhBye

@SFerika

@martinlieberman @mikemyers614 I think the key is to encourage employees to share their expertise, not to pimp your product #cmworld

@tracibrowne

@Rogercparker Thank you sir! #CMWorld

@eksays

A6: I think it’s like any other social platform: Post content that resonates with that audience, using your org’s own voice. #CMWorld

@webmastergirl

A6. “Adding a fun image!” isn’t the same as “creative posting idea,” y’all. #CMWorld

@tedbauer2003

@CMIContent will do. #CMWorld

@billcush

Content would b unique + different if it were focused on the customer, not self-focused. Let’s start there. #CMWorld https://twitter.com/CMIContent/status/694574770122203136

@jfouts

@CommunityElf @LinkedIn Yes! Increased engagement by 40%! #CMWorld

@village_print

@eksays @LinkedIn I would add also engage! Don’t just post & broadcast, it is a social (listening) tool #CMWorld

@ZalkaB

@tracibrowne @mikemyers614 That’s what I’m saying. Good, helpful content doesn’t turn employees into salespeople. #cmworld

@martinlieberman

@VetCommPro No DOUBT, Jamal! Check this out too: http://bit.ly/1DVz3VA #CMWorld

@tedbauer2003

A6) I consistently engage with all my commenters on my posts. It’s about building community. #cmworld

@chuckhester

A6 I have seen Q & A spark impressive professional engagement on LinkedIn #CMWorld

@deevapreneur

A6a: Infographics are great to share on LinkedIn because they perform well. SlideShares are great, too! #CMWorld

@ExpWriters

@martinlieberman @tracibrowne Ideally, we turn them into advocates, again, if we’re worthy. Right? #CMWorld

@mikemyers614

@luke__gustin No doubt, Luke. Everyone’s chasing targets … not enough peeps chasing strategy. #CMWorld

@tedbauer2003

A6) Using LinkedIn’s publishing platform can help companies by keeping ppl within its own environment & reaching new audiences. #cmworld

@Liliholl

Q7: Do any tools integrate with @LinkedIn to help with brand building and marketing? #CMWorld

A7: @SproutSocial does a nice job of posting our content. #CMWorld https://twitter.com/CMIContent/status/694576273172004864

@MaureenOnPoint

@jfouts Amen! #CMWorld

@360_Immersive

A6b: Above all else, publish ONLY your highest quality of content on LinkedIn. #CMWorld

@ExpWriters

A6) Connections have “opted-in” – give them something exclusive to make that worthwhile. #cmworld

2/2/2016 11:42 am

@Serious_Vanity

Share your experience with new gadgets, clothes, accessories, etc with your friend #CMWorld http://bit.ly/1vGW1M3

@stuffwrap

@lindadessau That’s it! #cmworld

@chuckhester

A6b: Above all else, publish ONLY your highest quality content on LinkedIn. Otherwise, you’ll get lost in the sea. #CMWorld

@ExpWriters

@CMIContent @LinkedIn at CMI, we love @SproutSocial. #CMWorld

@MoninaW

@CMIContent A6. With its acquisitions – SlideShare, Pulse, Newsle & Bizo, LinkedIn is growing as a brilliant distribution channel. #CMWorld

@DM_Suri

@chuckhester Yes! Building community on your page is so important (says the Community Elf…) #CMWorld

@CommunityElf

This is the formula for all thing digital (lean, targeted, an agile) #CMWorld https://twitter.com/Erin_E_Palmer/status/694573128979234817

@tsledzik

@CMIContent @LinkedIn yep we use @SproutSocial. #cmworld

@SocialSMktg

A7: There are publishing tools, e.g. Buffer, Sprout Social, etc. In terms of branding tools? I’m not as sure. #CMWorld

@Mr_McFly

Yes, @chuckhester! Video is great on LI because the feeds aren’t as manic as Twitter. Your audience has more time to absorb it. #cmworld

@Serious_Vanity

@mikemyers614 @tracibrowne Exactly. Employees are customers. Gotta give them an experience they want to share too. #cmworld

@martinlieberman

@tedbauer2003 I’m kinda with you on that one. #CMWorld

@MaureenOnPoint

A7 would love to get my hands on LinkedIn Lead Accelerator. Anyone have experience with it? #CMWorld

@av8r2000

A7. Sad thing about LinkedIn for me … it really hasn’t even made RECRUITING that much better!! http://bit.ly/1pzqEOH #CMWorld

@tedbauer2003

@Serious_Vanity @chuckhester That’s an interesting idea. #CMWorld

@MaureenOnPoint

Are there tools in which you not only post but reply to LinkedIn comments? #cmworld

@CMIContent

@MoninaW @CMIContent I love how easy @SproutSocial makes it for me to see prior conversations before responding. #cmworld

@SFerika

A7. We haven’t addressed this today, but … LinkedIn has a MAJOR active user problem. #CMWorld

@tedbauer2003

A6) #CMworld @Chuckhester Check out the Editorial Calendar for Pulse – it lists monthly themes… Thanks, news to me https://twitter.com/chuckhester/status/694575708442607616

@Rogercparker

A7: Haha well…. this is exactly what we do 😝 @postbeyond #CMWorld http://twitter.com/CMIContent/status/694576273172004864

@hkovs

A7. They quote 400M users, but it’s about 100M monthly at most: http://bit.ly/1PtI5bA #CMWorld

@tedbauer2003

We want to stand out yeah, but customers aren’t looking for “unique.” They’re looking for what works for them. Don’t lose sight. #cmworld

@ShakirahDawud

A7. If your ‘targets/leads’ are barely on there … how is that a good play for you? #CMWorld

@tedbauer2003

@ShakirahDawud Great advice! It’s more important to focus on providing high-quality content that your audience wants. #CMWorld

@ExpWriters

Does anyone have a reward system for company-wide employee promotion/liking articles on LinkedIn & other social? #cmworld

@SurveyGizmo

@tedbauer2003 But I’ll take 100 million active users any day! #cmworld

@chuckhester

A7: We use Buffer for scheduling, which is great! #CMWorld

@ExpWriters

A7. If SVPs at billion-dollar companies are barely checking it … that’s bad. #CMWorld

@tedbauer2003

@SurveyGizmo We’d love to hear how it goes when you do! We’ve had lots of success making it easy & for everyone to share. #CMWorld

@CommunityElf

@mikemyers614 @martinlieberman last week I saw a company email telling employees how to update their profile… #cmworld

@tracibrowne

@lindadessau @buffer That’s a handy tool. #CMWorld

@gowithfrank

@lindadessau @CMIContent .@buffer always gets the job done! #CMWorld

@village_print

A7 We love to use awesome curated content to share on our LinkedIn – our favorite is @getupcontent #biased #elflife #cmworld

@M2Franz

@CMIContent @LinkedIn A6. Every employee has a self-publishing option. We can use that to distribute content or via sponsored option. #CMWorld

@sabjan02

A7. “GOTTA REACH MY DECISION-MAKERS! GOTTA UPSELL ‘EM! GOTTA HIT MY TARGETS!!!” — Execs. Might not be working on LI. #CMWorld

@tedbauer2003

Love how @buffer converts Twitter handles to the full name – but I usually double-check because it doesn’t always display perfectly #cmworld

@lindadessau

@tracibrowne @martinlieberman Awkward. #CMWorld

@mikemyers614

@mikemyers614 @martinlieberman It was all focused on benefiting the company not at all the employee #fail #cmworld

@tracibrowne

@lindadessau We love @buffer for scheduling! Will have to check out that Chrome tool though! #CMWorld

@ExpWriters

@UlrikaB yup yup yup! Oh goodness I sound like Thumper from Bambi today. #cmworld

@M2Franz

@tracibrowne @martinlieberman *sad face* #CMWorld

@mikemyers614

Why do you think people use “trusted” “big names?” It’s the opposite of “unique.” It works, tho. #cmworld

@ShakirahDawud

@CMIContent Hootsuite is one of them,, #CMWorld

@DM_Suri

@tsledzik Yet so many brands still do things “just because.” They see someone doing it & don’t stop to create their own goals. #CMWorld

@Erin_E_Palmer

@lindadessau Very cool! #CMWorld

@hkovs

@chuckhester Sure, but it’s essentially a corporate lie then. #CMWorld

@tedbauer2003

@SurveyGizmo When we did our big product launch, we encouraged employees to share by writing posts for them to easily copy & paste #CMWorld

@CommunityElf

@tracibrowne @mikemyers614 Sigh. Been there. Boilerplate paragraph about who the company is? That kind of thing? #cmworld

@martinlieberman

@CommunityElf How have you made it easy for employees to share? #cmworld

@SurveyGizmo

@mikemyers614 right? I’d be charging for that marketing space if I were their employee @martinlieberman #cmworld

@tracibrowne

@MaureenOnPoint hope many of our friends can! #cmworld

@CMIContent

@martinlieberman @mikemyers614 how did I miss this conversation? #CMWorld

@Mr_McFly

@ideakid88 Thanks, Wayne. I was being snarky on that one 🙂 #CMWorld

@mikemyers614

@ExpWriters Excellent tools. Visuals always drive higher engagement on any social platform. #CMWorld

@kkopacz1

@Mr_McFly @martinlieberman I wondered… #CMWorld

@mikemyers614

Q8: What are you measuring and tracking for your brand on @LinkedIn? #CMWorld

@SFerika Love hearing that, Erika! Fun fact: we’ve been chatting with you as far back as 2011! 🙌🏻 @MoninaW @CMIContent #cmworld

@SproutSocial

@Mr_McFly @mikemyers614 Now that you found it, what are you gonna do … with it? 😉 #cmworld

@martinlieberman

HA. um. no. That’s not working. Listen people. LISTEN!!! (she shouted) #CMWorld https://twitter.com/tedbauer2003/status/694577549985325056

@jfouts

#CMworld @Expresswriters @CrowdContent ..our audience won’t stick around if you aren’t paying attention Strong words https://twitter.com/ExpWriters/status/694570489394495488

@Rogercparker

A8: We track engagement, but I wish we had better metrics. We’re working on it*runs off*#CMWorld

@mikemyers614

@lindadessau Great tips, Linda! #CMWorld

@ExpWriters

@jfouts Ever seen/considered this? http://bit.ly/1DJk7EO #CMWorld

@tedbauer2003

@mikemyers614 @CMIContent @HearsaySocial @Sprinklr I have never heard of @HearsatSocial. Thanks for the tip! #CMWorld

@kkopacz1

@Braynath Ce n’est pas bien! 🙁 #cmworld

@martinlieberman

We just jumped on the @salesforce train. We’ll be tracking all interaction with potential leads, including those from LinkedIn #cmworld

@SurveyGizmo

@village_print @LinkedIn do you track them through the funnel? Conversion? #cmworld

@CMIContent

A8. Standard stuff, but wish LinkedIn itself had better metrics. #CMWorld

@tedbauer2003

Absolutely – we teach our interns that social media is a two-way street, it’s about engagement! #CMWorld @village_print @CMIContent

@SWP_stars

@CMIContent Thank you for hosting! Learned a lot today about LinkedIn strategies! See you next time! #CMWorld ^Sab

@Plumlytics

A8. They try to show you what industries your readers are coming from, but who gives a crap? It means eh. I need more targeting! #CMWorld

@tedbauer2003

@tedbauer2003 hear hear #cmworld

@CMIContent

@martinlieberman @Braynath Martin, It’s like you have a different word for every word. 🙂 #CMWorld

@mikemyers614

A8. @CMIContent Brand development on @LinkedIn is not about tracking or measuring but creating & being part of trusted communities. #CMWorld

@eksays

A8. Go apply to a job on LI. Look at all the metrics they give you. They need to do that w/content eventually. #CMWorld

@tedbauer2003

A8. It’s pretty clear their monetization play is in hiring/recruiting. #CMWorld

@tedbauer2003

LinkedIn bookmarklet https://www.linkedin.com/bookmarklet MT @ExpWriters: Will have to check out that Chrome tool though! #CMWorld

@lindadessau

A7 pt 2 – anyone use @gaggleAMP to help their amplification through employee engagement on social? #cmworld

@M2Franz

@ZalkaB @tracibrowne @mikemyers614 It’s old school. Too many biz have that mentality. They forget long-term brand building. #cmworld

@martinlieberman

A8 I pull the metrics from LinkedIn to analyze. They don’t export tho. So copy+paste into Word, then copy+paste into Excel. #cmworld

@SFerika

A8. P.S., Worked with this dude recently who posted about an open job on LI self-publish … the description was all lies. #CMWorld

@tedbauer2003

@tracibrowne @martinlieberman Many companies would run from that, afraid they would lose good emp. #CMWorld

@mikemyers614

@lindadessau Thank you for sharing that, Linda! I appreciate it! – Rachel #CMWorld

@ExpWriters

@mikemyers614 @Braynath Que? #cmworld

@martinlieberman

A8: Simple, what our followers want. We look for what they show more interest in & what content receives the best engagement #CMWorld

@ContentCouncil

@kkopacz1 @CMIContent @bigthinkgrowth Old school – direct from either LinkedIn or Hootsuite. #cmworld

@chuckhester

Q8: Likes, shares, engagement. Always interesting to compare what type of posts works to find the right tone to engage. #CMWorld

@UlrikaB

@ShakirahDawud @martinlieberman Would love the challenge of deciding which circle to use 🙂 #CMWorld

@Braynath

@CMIContent @tedbauer2003 Do they offer better metrics based on what package you have I wonder? #CMWorld

@hkovs

We’ll spend the last few minutes asking @ChuckHester questions. Ask now! #CMWorld

@CMIContent

@gowithfrank That’s essential to measure! It’s good to know how many people are clicking through to your site! #CMWorld

@ExpWriters

@martinlieberman @mikemyers614 Klingon as well? 🙂 #CMWorld

@Braynath

A8 @SimplyMeasured is an excellent tool #CMWorld https://twitter.com/CMIContent/status/694578052878061568

@kkopacz1

@mikemyers614 Thought you may be but then again was not sure lol. #CMWorld

@ideakid88

Hey @chuckhester thanks for your time today. How long have you used LI? #CMWorld

@mikemyers614

@eksays It is. But you can monitor how well you’re maintaining those relationships, know what interactions turn them on or off #CMWorld

@ShakirahDawud

@ideakid88 Yeah, I didn’t do a very good job! 🙂 #CMWorld

@mikemyers614

@mikemyers614 About 11 years. Teaching/training since 2008. #cmworld

@chuckhester

@Braynath @mikemyers614 Ha ha ha … No, I’m not fluent in that one. (Or French/Spanish, for that matter.) #cmworld

@martinlieberman

@chuckhester @CMIContent @bigthinkgrowth @Hootsuite is an excellent social media measurement tool #CMWorld

@kkopacz1

Why do you advise against PPC on LinkedIn? @chuckhester @CMIContent #CMWorld

@CrowdContent

@tedbauer2003 Interesting. Yeah there’s definitely work to be done on that side #CMWorld

@hkovs

@chuckhester Impressive. #CMWorld

@mikemyers614

@CrowdContent @CMIContent Advise against if you don’t have the budget. #cmworld

@chuckhester

@martinlieberman Not always Martin as some companies I have worked for want you to stay within your job description. #cmworld

@ideakid88

@ShakirahDawud Hear you, but sometimes we should stop tracking & measuring just to make sure we have fun with our audience! #CMWorld

@eksays

Have you seen? We featured #CMWorld chat regular @ctrappe on the blog! http://www.contentmarketingworld.com/meet-christoph-trappe/

@CMIContent

Agreed. Sometimes what they want isn’t a purple cow. If you want to sell those or sell using those, aim at a different market. #cmworld

@ShakirahDawud

@martinlieberman @mikemyers614 I’m going to dance…#CMWorld https://t.co/Wdd91ay8Wh

@Mr_McFly

I hope @LinkedIn was listening in on this #CMWorld chat today – lots of great market research/product insight from a boatload of users!

@hkovs

Learn more about @ChuckHester on his website: http://chuckhester.com #CMWorld

@CMIContent

@LaToyaReports @chuckhester love the hashtag! Yes, we are a big, content marketing, family! #cmworld

@CMIContent

#CMWorld Here’s our LinkedIn page if anyone is interested! http://bit.ly/1nDu4kQ

@360_Immersive

We’re headed to Vegas! Join us at Intelligent Content Conference Mar 7-9. http://cmi.media/dbeo #CMWorld https://t.co/7laVAbKTgL

@CMIContent

Yup! MT @hkovs I hope @LinkedIn was listening in on this #CMWorld chat- lots of great market research/product insight from users!

@LaToyaReports

Open invitation to all here to stay in touch. Have a great rest of your week! #cmworld

@chuckhester

#DMAComChat NOW til 2pm ET: How’s your Road to 1:1 Marketing? #CMWorld #SMTLive #AdweekChat #BizChats #DMACommunities

@DMACommunities

@Braynath @martinlieberman I understand; you could be happier about your choices to join/decline if you had the choices to make. #cmworld

@ShakirahDawud

@M2Franz no sound effects but I do have the music on full blast. It’s like a club up in here 🙂 #CMWorld

@MoninaW

PS everyone! Some big news @Plumlytics is doing this: http://plumlytics.nouncy.com/launch#/ #cmworld

@ideakid88