Linkedin Content Tips: To share, comment, or like?
Social Media can be pretty daunting, especially when it begins to infringe on your professional life… However, by understanding the platforms algorithm and other bits and bobs the stress of Socials can fade away and you can become the next ‘Linkedin master.’
Linkedin Brand and Content Coach, Andy Foote, stated that the algorithm prefers content that spurs discussion and conversation across the professional platform. For example, a post that asked a question would perform better than a post that spieled off an unnecessary amount of factual information that little people would be interested in. Therefore, commenting on a post propels it to go further across the Social Media than a like or a share.
Linkedin wants to show content to its users that is high quality and applicable to their interests. Likes, Shares, and comments all show to Linkedin that a post is good but commenting insinuates discussion is being generated, pushing your content on to more feeds. To learn more about the Linkedin algorithm, take a look at this article on Andy Foote’s take on it.
To like or share, that is the question…
Let’s take a deeper look at how likes and shares affect your news feed and signal to the algorithm that your content is engaging.
The largest difference between a like and a share is that with a like, you are approving the content without a word. With a share, you have the ability to add your own comment and even mention people you want to directly see the post, further expanding the contents reach.
However, a big advantage to liking the post is that a liked post will pass along the Social activity. Your connections will now be able to see that you’ve liked this post, increasing the original posts reach and likely activity. Even though sharing can expand a posts reach with or without your comment and provide the Original poster with a shout out, liking and sharing are fairly similar on this platform unless you want to provide a comment with the share.
Providing a comment with a share can propel people to read the post or provide their opinion on the topic., making sharing more effective than liking in this scenario.
Although, in 2019, reactive emojis were introduced, arguably changing the game of Linkedin. These forms of reacting are a much more expressive way of interacting with a post, allowing people to see how you felt about this content in a more visual sense. Along with allowing the poster to see how their post was received, multiple social connections can also now see how you felt but these new reactions don’t actually affect the algorithm anymore than a like.
Both a reaction and a like are measured in equal weight, the algorithm only cares an individual interacted. Therefore, the only difference and positive about a reaction is that it shows emotion more visually than a like, potentially pushing a user to interact more with the content.
Sharing and liking is great but what about commenting? How does that affect your content?
To comment or not to comment…
Most viral posts on Linkedin are often followed by a string of comments with people expressing their views or opinions on a subject matter. Commenting does take more effort than a like or share but it yields big payoffs in terms of your content’s popularity. With the algorithm determining whether your post is valuable or relevant, thought-provoking commentary can help position your content at the top of news feeds.
Commenting is a great tool that can vary from a simple thank you to a lengthy, factual piece. Not only does commenting benefit the original poster by increasing reach, but it can also benefit the commenter by making them look experienced and knowledgeable around a topic. This approach can increase connections and even create new job opportunities.
To, like, share or comment?
It’s pretty clear comments dominate the algorithm but that doesn’t remove the valuable contribution likes and shares have on your feed. Likes and shares help spread content across the social networks but if we were to boil it down to the most effective, commenting is the most beneficial source for expanding your posts.
And Foote agrees:
“Comments provide more data than likes and re-shares; they also generate engagement. This is why many successful authors end their post with a question. They understand the importance of generating a discussion.”
However, all three are definitely key to extending your reach. The aim of your post is to have engaging content that creates comments, shares, and likes that indicates to the algorithm that your post is useful to users. Therefore, placing you at the top of news feeds.
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