5 Ways to Amplify the Reach of Your CEO’s (or Other Executive’s) LinkedIn Posts
By Amanda Plavner, Digital Marketing Manager, Markitects, Inc.
How It Works: When a Connection ‘Likes’ a post, then that post appears in their Connections’ news feeds, thus amplifying reach. Since everyone has their own unique Connection network on LinkedIn, the more ‘Likes’ your posts receive, the more amplified it becomes.
1. ENCOURAGE YOUR CEO TO CONNECT WITH INTERNAL COMPANY EMPLOYEES, CLIENTS/CUSTOMERS (AT ALL LEVELS), PARTNER ORGANIZATIONS, AND OTHER TYPES OF CLIENTS:
When you post on LinkedIn, your post will automatically display in all of your Connections’ news feeds. It’s best to connect with people that will:
- Be interested in the topics you post
- Engage with your LinkedIn posts
- Act as a referral network to spread your message even further
2. ADD RELEVANT HASHTAGS AND TAG APPROPRIATE PEOPLE:
You can always add a few hashtags throughout or at the bottom of your LinkedIn post. Hashtags help in two different ways: First, people can follow a specific hashtag, which then includes all posts with that hashtag in their newsfeed. Second, hashtags are searchable on LinkedIn, allowing your post to show up in a search result.
If you are posting an image or content that includes a person or company, tag them. When a person or a company page are tagged in your post, they receive a notification, which calls attention to your post and leads to a greater probability of them liking your post.
3. SEND THE POST LINK TO OTHERS AT THE COMPANY, ASKING THEM TO LIKE THE POST:
While your post should appear in your Connections’ news feeds, it’s still difficult to catch someone’s attention as they are scrolling through their newsfeed. People may not always see your post. As back-up, you can send the URL of your CEO’s post to company employees directly via email so that they can easily find the post and are reminded to Like it. In return, the post will then show up in your employees’ Connections’ newsfeeds.
4. SHARE THE CEO’S POST ON THE COMPANY PAGE:
The company page likely has different Followers than the CEO. To extend reach, share the CEO’s post on the company page. Just remember, that when you ‘Share’ a post, it acts as a completely separate post with separate metrics. The company page Share will still have your CEO’s name and message within it, but the Likes, Impressions, Comments, etc. will be calculated independently of the CEO’s metrics from the post on their own page. For metrics-sake, you can pull data from both the CEO’s and the Company’s pages and combine them to calculate total reach.
5. POST MULTIPLE TIMES A WEEK:
Different people are on LinkedIn at different times. While you want to stay consistent by posting at the same time for your “regulars”, you also want to post at various times throughout the week to reach people that aren’t typically online when you regularly post. This can help expand your reach.
In summary, the more Connections you have, the more Likes you will receive; the more Likes you receive, the larger your audience becomes. Check back soon for my next article about key metrics to track when raising awareness of a company’s CEO on LinkedIn.