People Can't Possibly Know They're Doing This on LinkedIn
June 12, 2017
Do you see people in your network share an article with absolutely nothing to say about it? That is literally one of my biggest pet peeves on LinkedIn.
As experts, we see dozens of articles a day as we scroll through LinkedIn. On occasion, we may even want to share some information with our colleagues. However, I find many people make a very common mistake when sharing.
What You Don't Realize
When you share an article from another person/company on LinkedIn, the caption doesn't always share with it. So, yes, that great post your company page just posted will probably not display the exact same way when you click share. You can tell people assume it carries over because there are so many posts I see with the article or photo shared ONLY. By just sharing the article/photo, you miss an opportunity to project your thought leadership as it relates to the shared content.
How do you know if it shares? Click share and from there, you'll see if the person/company's status is still above the shared article. If the caption isn't there, you'll need to do some framing.
Frame Your Content
When you write something about the article you're sharing, it is what we at DG Marketing called, framing content. This allows you to tell your network why they should take the time to read it. It allows you, an expert, to explain why you feel it is important/interesting for your colleagues/potential clients to read.
Take a look at this video about the importance of framing content.
Here's a 68 second excerpt about framing content in my LinkedIn Workshop.
Are You Human or Nah?
Ok, now that you've ready to frame your content, try not to sound like a robot. To which the question, "Are you human or nah?" comes to mind.
Whether you are business-to-consumer (B2C) or business-to-business (B2B), you are dealing with humans. The voice and subject matter are the only things that change. That is why we believe in the idea of human-to-human (H2H) instead. No matter who you sell to, there are living, breathing, feeling, opinionated people who make the decisions. Therefore, sounding like a slimy, robotic salesperson isn't going to do you much good.
For example, have you read LinkedIn updates like this before?
We at ( Company Name) deliver high quality services/products and have a great team of experts that are much smarter than you. Take a look at this service: ( lame link)
Eeewwwww. Literally see this all the time.
Trust me. We're all about the genuine marketing experience, if you can't do that, you probably shouldn't be sharing anything at all.
DG Marketing Co. Motto: Listen and solve, not tell and sell.