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LinkedIn Analytics: The Complete Guide for Marketers

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As a marketer, understanding LinkedIn analytics is crucial to your success.

That’s because being “data-driven” isn’t just a buzzword — these days, it’s a necessity.

LinkedIn’s analytics can help you track progress, measure success, and connect with your target audience.

In this complete LinkedIn analytics guide, you’ll:

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  • Learn how to use LinkedIn analytics
  • Discover the best metrics to track
  • Explore LinkedIn analytics tools that can simplify reporting and deliver deeper insights

Let’s learn how to get the most out of the data available on LinkedIn.

Bonus: Download a free guide that shows the 11 tactics Hootsuite’s social media team used to grow their LinkedIn audience from 0 to 278,000 followers.

How to use LinkedIn analytics

There are two main ways to track metrics using LinkedIn analytics:

  1. LinkedIn’s built-in analytics tools, or
  2. Third-party tools, like Hootsuite’s LinkedIn analytics product

The route you take depends on your social media marketing strategy and what you want to track. Let’s look at each option in more detail.

Native LinkedIn analytics tool

The native LinkedIn Analytics tool is available to all Page admins. It provides detailed insights into your page’s performance.

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To access the LinkedIn dashboard, go to your company page and click on the Analytics tab. A drop-down menu includes options to view analytics for Visitors, Updates, Followers, Competitors, Leads, and Employee Advocacy.

the analytics dropdown menu in LinkedIn

You can also find a quick snapshot of your last 30 days of activity on the left-hand side of your homepage.

left hand menu showing last 30 days LinkedIn data

Here’s a breakdown of metrics available in the native LinkedIn analytics tool.

Visitor analytics

Visitor analytics show you people who are coming to your page but aren’t loyal followers of your brand on LinkedIn — yet!

You can use this data to spot traffic patterns and tailor your LinkedIn updates to new visitors. This can lead to visitors converting into new followers and increased social engagement.

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Visitor highlights Analytics on LinkedIn

Scheduling tools like Hootsuite can also help you convert visitors to followers. When you find out which posts are performing best, use Hootsuite to promote them as sponsored content and draw in new audiences.

Update analytics

Update metrics show how effective your LinkedIn updates are. They can tell you if your followers are engaging with your updates. This data is great for helping social media managers spot trends and patterns.

For example, if your update analytics show low post engagement, start testing different variables. You can try changing the time you schedule posts or the type of content that’s published.

Update overview on LinkedIn Analytics

Follower analytics

These metrics highlight who is interacting with your page content and updates. When you understand your followers, you can create content that speaks directly to them. This can help improve engagement and traffic.

follower highlights on linkedin analytics

LinkedIn shows you this data based on your followers’ location, job, seniority, the industry they work in, and company size.

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(Find out more about important LinkedIn demographics here.)

Competitor analytics

LinkedIn competitor analytics is a newer feature that’s still in development. Currently, you can compare your page followers and engagement with competitors.

Follower metrics on LinkedIn

This comparison helps you improve your social media strategy. Competitor analytics can tell you what you’re doing right and where there’s room to improve.

Lead analytics

If you have a lead generation form on your LinkedIn page, you’ll also be able to track leads and conversions. Look at metrics like conversion rate and cost per lead to get an idea of how effective your campaigns are.

You can also download your leads and measure the impact of your campaign by viewing metrics like completion rate, cost per lead, and more. This data will help you understand what’s working and what isn’t so you can improve your results.

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Employee advocacy analytics

These numbers help LinkedIn Page admins review how employees engage with recommended content.

See also  24 Twitter Demographics That Matter to Marketers in 2022

Employee advocacy analytics

(Note: These numbers will be a little more useful if you have employees!)

You can view metrics like the number of recommendations made for employees and the number of comments on employee posts.

LinkedIn post analytics

Drill down on the metrics for a specific post by clicking View analytics in the bottom right corner of a post.

View analytics from an individual post

This view will show you the number of impressions and engagement your post received. It can also show you the demographics of people reached.

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detailed post analytics

You can also find detailed insights into post-performance using Hootsuite Analytics:

LinkedIn profile analytics

Tracking profile analytics is a good idea if you offer professional services from your LinkedIn profile or act as a brand ambassador.

These stats can be found on your profile, directly under Your Dashboard.

personal profile analytics

Hootsuite’s LinkedIn analytics tool

Hootsuite’s LinkedIn analytics product gives you all the information you need to track your brand’s performance on LinkedIn—in one place.

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When you connect your LinkedIn account to Hootsuite, you can:

  • View detailed analytics for your Company Page and profile
  • Compare your social media stats side by side
  • See how your content performs over time
  • Download and share customized reports
  • Get real-time alerts when someone mentions your brand
  • Add multiple LinkedIn accounts to Hootsuite, and switch between them with just a few clicks.

Hootsuite’s LinkedIn analytics tool also offers more detailed metrics than LinkedIn’s native tool. These stats include page engagement, page clicks, post time watched, post video views, post Ow.ly traffic, top posts, and more.

See a complete list of Hootsuite LinkedIn metrics here.

Hootsuite is also great if you’re managing one or more LinkedIn Company pages. Your Hootsuite dashboard lets you track vital stats like page views, follower growth, and engagement levels.

Track content performance over time and compare your page stats against competitors. You can use this data to adjust your strategy on the fly to ensure you’re always getting the most out of LinkedIn.

Plus, use Hootsuite Impact’s Audience Discovery feature to measure the online behavior of LinkedIn users. This will show you how specific LinkedIn users engage with topics online. This is a great way to learn what your audience cares about so you can serve them more of the content they love.

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The best LinkedIn metrics to track

There are countless LinkedIn metrics available to marketers. But does that mean you should be tracking, monitoring, and reporting on them all?

Nope! That’s a lot of data.

Which LinkedIn metrics you should track depend on the marketing goals you set.

For example, if your brand is trying to engage new audiences through its published posts, keep an eye on update analytics. If you want to grow brand awareness on this platform, track followers and visitors analytics.

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If you’re brand new to monitoring LinkedIn metrics, start simple. Here are some basic metrics you should be tracking.

Update metrics to track

Here are the best LinkedIn update metrics to track.

Impressions

This metric lets you know the total number of times your LinkedIn update is visible for at least 300 milliseconds. This tracks when the post is also, at minimum, 50% in view to a user that’s logged into LinkedIn.

impressions over time

You might also want to track unique impressions. This is the number of times your post displays to individual signed-in members. Unlike impressions, unique impressions won’t count when a user sees the same post multiple times.

See also  Companies Need References to Recruit Top Talent—Here’s How to Get Them

Reactions, comments, and shares

These engagement metrics count the number of times your post received a reaction, comment, or share.

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LinkedIn Reactions are used to display different emotional responses to your content. Users can select emojis to show that they like, celebrate, support, love, find insight or feel curious about the content you share.

LinkedIn post reactions

Shares is the number of times a user decides to share your content with their own LinkedIn following, expanding your post’s reach.

And comments are the number of user comments left underneath your post.

user comments example on LinkedIn

Clicks

A click tells you your call-to-action worked. In other words, a user engaged with something of yours on LinkedIn instead of just scrolling past it.

On LinkedIn, clicks are counted when a signed-in member clicks on your post, company name, or logo. It does not include other interactions like shares, reactions, or comments.

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CTR, or click-through rate, is a metric that divides the number of clicks your post receives by the number of impressions it got. This percentage gives you a better idea of the post’s engagement.

Click data on LinkedIn

Engagement rate

LinkedIn calculates engagement rate by adding the number of interactions, clicks, and new followers acquired, divided by the number of impressions the post receives.

Follower and visitor metrics to track

Here are the most important LinkedIn metrics for followers and visitors to track.

Follower metrics

Followers analytics measure the number of people who would like to stay connected with your brand. Important metrics your brand should monitor include:

  • Number of followers over time: This shows how the number of your brand’s followers has increased (or decreased) or a set amount of time.
  • Total followers: The total number of current followers your business page has.
  • Follower demographics: This is useful for understanding how your content resonates with followers in certain industries, seniority levels, and locations.

Visitor metrics

This shows key metrics about the visitors coming to your LinkedIn page, but who aren’t following you in order to see your updates regularly. Important metrics your brand should monitor include:

  • Page views: The total number of times your page was visited.
  • Unique visitors: How many individual members have visited your page. This gives you a good idea of how many people are interested in your company.
  • Custom button clicks: Your business profile can include a custom button, including ‘Visit website,’ ‘Contact us,’ ‘Learn more,’ ‘Register,’ and ‘Sign Up.’ This metric shows you how many clicks your custom buttons receive in a set amount of time.

Employee advocacy metrics to track

Metrics from employee advocacy analytics might not mean much if you’re just starting out with your LinkedIn business page. But depending on your social media goals, there are important metrics here to track too.

You can track:

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  • The change in the number of recommendations.
  • Posts from recommendations.
  • Reactions to posts.
  • Comments on posts.
  • Reshares of posts.

LinkedIn profile metrics to track

You can also review some LinkedIn metrics without a business profile. If you’re using the platform as a business influencer or to share thought leadership articles, try tracking these metrics:

  • Search appearances: The number of times your profile appeared in search results during a given period.
  • Post Views: The total number of views your posts, documents, or articles have received. You can also dive deeper for a post-by-post breakdown and to see insights like reactions, comments, and share details.

Premium accounts will get more in-depth information, like who those users are, what their job title is, and the keywords they used to find you.

How to make a LinkedIn analytics report

Now that you know which LinkedIn LinkedIn analytics to use, it’s time to start creating reports.

See also  What Is an NFT? 2023 Cheat Sheet for Marketers

You can create six types of reports using LinkedIn Analytics. These are:

  1. Update reports
  2. Follower reports
  3. Visitor reports
  4. Competitor reports
  5. Lead reports
  6. Employee advocacy reports

We’ll explain these in more detail below.

To create a LinkedIn analytics report, follow these steps:

First, navigate to your LinkedIn page and access your Page Admin View.

Then, choose the Analytics tab and choose Updates, Followers, or Visitors from the drop-down menu.

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On the upper right side of the screen, you’ll see an Export button. Choose the timeframe you’d like the report to cover, and click Export.

Exporting data from LinkedIn analytics

You can export data from up to a year in the past. Data will be downloaded in an .XLS file.

LinkedIn analytics tools to learn even more about your performance

Here are a few of the best LinkedIn analytics tools to help you track, measure, and optimize your LinkedIn content.

Hootsuite Analytics

If your company has accounts on several social media platforms, Hootsuite Analytics can make your job a lot simpler.

Connecting your LinkedIn account to Hootsuite lets you schedule posts in advance and at optimal times, but that’s not all. You can also measure how your LinkedIn analytics compare to your other social metrics.

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Hootsuite Analytics lets you:

  • Track, monitor, and compare metrics for your brand’s multiple social accounts from one place.
  • Set performance benchmarks, making it easier to work toward your goals.
  • Create customizable, clear-to-read reports that are easy to share with your team.

Hootsuite analytics reporting dashboard

Try Hootsuite for free. You can cancel anytime.

Hootsuite Insights

Social listening tools like Hootsuite Insights powered by Brandwatch help you monitor ongoing conversations about your brand.

This tool helps you “hear” what people say about your brand on social media. You can use Insights to track mentions, highlight trends and join important conversations.

You can even compare audience demographics across networks or look at the aggregate picture of your audience for all networks combined.

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This is a tool that tells you a lot about your audience — and how they feel about you.

Request a demo of Hootsuite Insights

Hootsuite Impact

Hootsuite Impact is our enterprise-level analytics tool. It lets you measure the value of your social efforts, including those on LinkedIn.

Hootsuite Impact goes beyond vanity metrics to showcase the entire customer journey.

For example, see how someone goes from clicking on your LinkedIn post to making a purchase. Or from reading your LinkedIn update to signing up for your newsletter.

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Hootsuite Impact also integrates with other metrics tools like Google Analytics. Analyze your numbers by timeframe or campaign.

Learn more about Hootsuite Impact here:

Request a demo of Hootsuite Impact

For more information on using LinkedIn for business, check out our step-by-step guide.

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LinkedIn Hashtag Analytics by FILT Pod

Ever wonder how your hashtags are performing on LinkedIn? This FILT Pod tool lets you track how many likes, comments, and follows your hashtags bring in. You can use it within your Hootsuite dashboard.

You can even view your entire history to see which past hashtags have brought in the most traffic.

Learn more about Linkedin hashtag analytics by FILT Pod here:

Easily manage your LinkedIn Page alongside your other social channels using Hootsuite. From a single platform, you can schedule and share content—including video—and engage your network. Try it today.

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Do it better with Hootsuite, the all-in-one social media toolkit. Stay on top of things, grow, and beat the competition.

Free 30-Day Trial (risk-free!)

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How to Write a Great Social Media Call to Action

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When you work in marketing, you’re always trying to convince your audience of something. Maybe you want your followers to sign up for a free trial, download a PDF, visit your landing page, or pick up the phone and call. But getting people to take action, especially on social media, is tricky… unless you use a clear call to action.

If there’s something you want your audience to do, you can’t just hope and hint (this same advice holds true for most things in life, actually). You need a compelling call to action, or CTA, to draw people in and point them in the right direction.

In this post, we’ll teach you what a good social CTA is and share tips and examples from brands that are nailing it. By the end, you should have everything you need to write a social media call to action that gets results.

Bonus: Unlock 28 inspiring social media bio templates to create your own in seconds and stand out from the crowd.

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What is a call to action (CTA)?

A call to action (or CTA) is a text prompt that encourages your reader to take a specific action. On social media, a call to action might direct your followers to leave a comment, buy a product or subscribe to your newsletter, but there are many options.

Social media CTAs can appear on both organic posts and ads. The actual call to action will appear as text on the image, in the caption, or on a CTA button.

In ads, like this one from Loop Earplugs, you’ll often find CTAs in all three places.

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Loop earplugs ad with the CTAs highlighted in yellow: one in the post, one in the image, and one CTA button

Source: Loop on Facebook

A CTA can be as simple as a single word, like “Buy!” or “Subscribe,” but effective CTAs are usually a little longer and more specific. They tell the reader what they’re going to get by taking the desired action, and they often include a sense of urgency. The best CTAs are also highly relevant to the specific audience they’re targeting.

A great CTA will make it easy and enticing for your target audience to take the action you want them to take.

Before you can start writing, you need to know what you want your audience to do. Do you want them to make a purchase, visit your landing page, create an account, enter a contest, or like your latest selfie? (Kidding. Mostly.)

Your desired action should also fit within your overall social media marketing strategy. Think about how your CTA will serve your social media goals.

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Here are some simple tips to keep in mind while you write.

Keep it conversational

There’s no need to be formal. You and your ideal customer are already best friends*, right?

Encourage a connection by using “you” and “your” in your copy. It’s an easy way to make your message feel more personal and less like a sales pitch.

*If you are not, in fact, best friends with your ideal customer, check out our guide to creating buyer personas.

Use action words

You want to inspire your audience to take action — this is no time to play coy.

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CTAs that use powerful, clear, instructive verbs (aka command words) can help cut down on decision fatigue.

See also  The Perfect Social Media Style Guide for Your Brand in 2022

Try phrases like:

  • “Sign up for your free trial”
  • “Download my guide”
  • “Get your free instant quote”
  • “Shop dog hammocks”
  • “Post jobs for free”

Simple and direct is usually best, but avoid phrases like “Click here,” which can sound spammy or off-putting.

Be specific

The more specific your CTA is, the better. Instead of saying, “Sign up for our newsletter,” try, “Sign up for our weekly travel newsletter to get the latest flight deals.”

It’s also a good idea to stick to one CTA per post. Otherwise, you risk overwhelming your reader with too much information and losing them completely.

Create a sense of urgency

As any impulse shopper can tell you, nothing is more tempting than a limited-time offer. The clock is ticking!

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Lean on FOMO and use words like “now,” “today,” or “this week only” in your CTA to encourage people to take action right away.

Vessi has limited edition fall sneakers? Better snap those up now!

An Instagram Story ad for Vessi shoes with a CTA sticker that reads Shop Now

Source: Vessi on Instagram

Focus on benefits

Features are what your product or service does, but benefits are what your customer gains from those features.

For example, instead of saying, “Sign up for my 6-week course on social marketing,” you could try something more like, “Learn how to make six figures by selling on Instagram!”

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The first example tells your audience exactly what they’re signing up for, while the second tells them what they’ll gain by signing up.

Ultimately, both CTAs might drive readers to the same destination, but one is a whole lot more intriguing than the other.

Offer something valuable

Need a little extra oomph? Go beyond benefits and give your readers an unbeatable reason to take the desired action.

Free delivery is often a major motivator. In fact, almost 50% of internet users are motivated to complete an online purchase if they’re offered free shipping.

Hootsuite's Digital 2022 report showing online purchaser drivers

Source: Digital 2022

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Discounts are always compelling, especially when combined with the urgency of a limited-time offer, like Gap does here:

An Instagram story ad for Gap showing a limited time offer

Source: Gap on Instagram

You can also try offering access to exclusive content. See, we’re even doing it right here:

Bonus: Unlock 28 inspiring social media bio templates to create your own in seconds and stand out from the crowd.

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Your offer should be valuable, but it doesn’t have to be expensive. Just make sure there’s something in it for your audience.

Stay true to your brand

Consistency is important on social media. Once you’ve established a brand, you want to stick with it. Believe us, your followers will notice if you slip up.

LensCrafters, for example, leans into its polished brand voice on social. This LensCrafters post uses words like “discover,” “premium,” and “high quality” in its CTA to build trust and convey their professional expertise.

But can you imagine if this post ended with “Hey Four Eyes, get your goggles here!”? An unusual CTA might earn a second-look, but it will also cause confusion.

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Choose clear over clever

You only have a few seconds to make an impact, so save the jargon and wordplay for another time. Your CTA should be brief, clear and to the point.

See also  What is Roblox? Everything You Need to Know About the Social Gaming Platform

Hootsuite's Digital 2022 report showing average time online every day

Source: Digital Trends 2022

The average person spends almost 2.5 hours on social media platforms every day, and in that time, they’re bombarded with ads. If you manage to grab their attention, make sure they know what they’re getting and how to get it.

Keep experimenting

If your first campaign falls flat, pick yourself back up. Experimentation will serve you well.

Try switching up the words, the colors, the placement, the images, or even the font to see what drives traffic best.

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A/B testing can help you measure what works best and then tweak, polish and try again.

Even a simple change from “Start your free trial” to “Start my free trial” can make a world of difference.

Every ad you post should have a call to action, but organic social media content can also include CTAs. Here are a few places you can sneak in a CTA:

In your bio

This is a great place to include a CTA that’s relevant to all of your followers, such as “Check out our website for more info!”

The New Yorker's Instagram bio showing their CTA in their bio link

Instagram still doesn’t allow links in captions, so The New Yorker uses its bio to point followers to a landing page with links to more information on each post.

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In your posts

You can include CTAs in individual social media posts, depending on what you’re promoting.

You can place your CTA pretty much anywhere in your post:

  • At the top, if you want to grab attention right away
  • In the middle, separated by a few line breaks, if you want to mix it up
  • At the end, if you want to establish some context

For example, if you want people to visit your new blog post, you might want to share a few highlights before including an end-of-post CTA like “Check out the link to learn more!”

When Sephora starts carrying your products, it’s kind of a big deal. Beauty brand Tower 28 pointed followers to the nearest Sephora location with this Instagram post.

In your Stories

CTA stickers are a great way to encourage your audience to take action. You can use link stickers to promote things like contests, new products, or blog posts.

Link stickers can be placed anywhere on your Story. Just make sure to keep them away from the edges of your post, so they aren’t difficult to read (or tap!).

An Instagram story post from jewelry dealer Erie Basin that includes a CTA link sticker

Source: Erie Basin on Instagram

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Vintage jewelry dealer Erie Basin shares the newest additions to their shop with a simple product shot and CTA link sticker.

If you’re almost ready to get writing but still need a little inspiration, check out these examples of great social media CTAs.

1. Sign up for our newsletter

Cookbook author Dorie Greenspan is famous for her sweet treats. When she tells followers that they can get free recipes just by signing up for her free newsletter, you better believe they come stampeding.

2. Don’t miss this sale

Makeup brand Kosas knows just how to speak to their target audience. This post advertising their Friends and Family sale is specific, urgent and personal.

See also  How To Win at TikTok (According to TikTok)

Who doesn’t want to be friends with Kosas?

3. Like, tag, and follow to win

HelloFresh Canada offers a major incentive to enter their contest that also happens to benefit the brand.

Followers have to like, tag, and follow to enter their contest, boosting HelloFresh’s reach and engagement.

4. Go minimal

/heyNetflix @discord pic.twitter.com/yPSQ3WiY3v

— Netflix (@netflix) October 27, 2022

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Netflix promotes their new Discord bot with a tweet that will likely confuse anyone who isn’t part of their target audience — and that’s the point.

The minimal slash command will be familiar to any Discord user, though.

5. Sneak peek

Poet-artist Morgan Harper Nichols offers a long preview of exclusive content from her (paid) app to encourage her followers to download.

By the time you make it to the end, you just want to keep going.

6. Register now

P99 CONF is the event for developers who care about P99 percentiles and high-performance, low-latency applications.

It is not about products but about technology, so open source solutions are preferred.

Highly technical audience only. Your boss is not invited.

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— P99CONF (@P99CONF) July 12, 2022

The CTAs on the image and headline are both simple, driving followers toward a registration link, but the body of the tweet is doing the heavy lifting here.

My boss isn’t invited? How exclusive!

7. Take the quiz

What’s your role? Tag yourself or comment with your own role and why.

Everyone’s got a critical role to play in Dungeons & Dragons. Take the quiz on our website if you need help deciding your role: https://t.co/cfW8uJHC5G pic.twitter.com/iG50mR9ZGm

— Dungeons & Dragons (@Wizards_DnD) September 27, 2022

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This is a great example of a low-cost, high-value CTA. The official Dungeons & Dragons account encourages engagement by sharing a graphic and asking followers to tag themselves.

But if you’re still deciding if you’re a Wizard or a Rogue, you can take their free quiz to find out.

8. Find a store near you

Le Labo’s Reel shows behind-the-scenes footage of their in-house perfume lab and then casually reminds followers that it’s easy to find refills.

9. Focus on values

Instead of going right for the hard sell, Aesop uses this post to focus on the principles behind its brand. This softer approach uses a “Learn more”/”Discover more” CTA that invites the reader in and builds a connection.

A post like this is a long-term investment that can really pay off. Almost 20% of online shoppers are more motivated to purchase from an eco-friendly company.

10. Shop the link in our profile

Super simple and effective, this post from home goods store Nineteen Ten does everything right.

They share the product on sale and make sure the reader knows where they can find more just like it.

Save time managing your social media presence with Hootsuite. Publish and schedule posts, find relevant conversions, engage the audience, measure results, and more — all from a single dashboard. Try it free today.

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LinkedIn Marketing Strategy: 17 Tips for 2023

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More than 59 million companies use LinkedIn Pages to connect with the platform’s 875 million members. A well-thought-out LinkedIn marketing strategy is the best way for you to stand out in that crowd.

LinkedIn is a very different beast from the other social platforms. Building an effective strategy will require some planning and perseverance. But once your LinkedIn efforts are running like clockwork, the results can benefit multiple areas of your business.

Read on to find out how to build a LinkedIn strategy that will help you build an engaged community and effectively promote your business on the platform.

Bonus: Download a free guide that shows the 11 tactics Hootsuite’s social media team used to grow their LinkedIn audience from 0 to 278,000 followers.

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What is a LinkedIn marketing strategy?

A LinkedIn marketing strategy is a plan for using LinkedIn to reach specific marketing goals. LinkedIn marketing can include everything from recruiting top talent to building your brand.

LinkedIn is a unique network. On most platforms, brands take a back seat to personal connections. But on LinkedIn, business networking is the name of the game. That means businesses of all types are expected to be more visible and engaged in the overall conversation.

LinkedIn is well known as the social network of choice for B2B marketers. But B2C brands can also find success on LinkedIn. All you need is a solid strategy based on well-planned LinkedIn goals that fit into your larger social marketing plan.

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General LinkedIn marketing tips

So, where do you start? Here are some key steps for any brand interested in building an effective LinkedIn marketing strategy.

1. Set clear goals

The first step to any marketing plan is figuring out what you want to achieve. Put some thought into how LinkedIn fits into your overall marketing strategy. What specific goals do you want to achieve on this business-forward platform?

The ways in which people use LinkedIn differ significantly from the ways in which they use other social networks:

  • Keeping up to date with news and current events: 29.2%
  • Following or researching brands and products: 26.9%
  • Posting or sharing photos or videos: 17.7%
  • Messaging friends and family: 14.6%
  • Looking for funny or entertaining content: 13.8%

And, of course, LinkedIn is also the social network most commonly used for recruiting, as well as the top platform for B2B lead generation.

This is important information to consider when planning your LinkedIn strategy goals. But it’s also important to think about how your style of organization fits into the LinkedIn ecosystem.

As mentioned, for B2B companies, LinkedIn can be a goldmine of lead development and relationship building. For B2C companies, LinkedIn might serve primarily as a recruiting platform. Only you and your team can decide what makes the most sense for you.

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Don’t know where to start? Check out our blog post on how to set goals for social media marketing.

2. Make the most of your LinkedIn Page

No matter what goals you’re working towards, make sure you have a complete LinkedIn Page that takes advantage of all relevant tabs and sections. LinkedIn data shows that complete Pages get 30% more weekly views.

Check out all the tabs on Microsoft’s LinkedIn Page. You can find as much or as little detail as you want about life at the company by exploring the different tabs.

Microsoft LinkedIn page Hybrid workplace

Source: Microsoft on LinkedIn

For larger organizations, Showcase Pages can help keep your content marketing focused on the right audience. Try setting them up for different initiatives or programs within your company.

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And don’t let your main Page content get stale: LinkedIn recommends updating your cover image at least twice a year.

3. Understand your audience

LinkedIn user demographics differ from those of the other social platforms. Users skew older and tend to have a higher income.

LinkedIn advertising audience profile

Source: Hootsuite’s Global State of Digital 2022 (October Update)

But that’s just a starting point. It’s important to understand who your specific audience is and what kind of information they’re looking for from your LinkedIn Page.

LinkedIn analytics are a good way to find the demographics specific to your audience. Hootsuite’s Audience Discovery tool for LinkedIn can provide even more insights about your LinkedIn audience and how they interact with your content.

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4. Track and refine your performance

As you start to understand your audience better, you’ll also get a better sense of the kind of content that most resonates with them. Tracking the results of your LinkedIn content gives you important insights. Apply these over time to refine your LinkedIn marketing strategy.

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Again, LinkedIn analytics provide critical strategic information. The native LinkedIn Analytics tool provides a good overview of your LInkedIn Page and post performance.

Hootsuite’s LinkedIn analytics can provide additional details. They also evaluate your LinkedIn marketing efforts in the context of your other social channels.

Hootsuite LinkedIn analytics brand awareness

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The best way to highlight the results of your LinkedIn marketing is to share your results. Regular LinkedIn marketing reports are a great vehicle. These allow you to see patterns emerge and refine your strategy over time. They also create broader opportunities for brainstorming strategic improvements.

5. Be human

LinkedIn research shows employee networks have an average of 10 times more connections than a company has followers. And content gets twice as many click-throughs when posted by an employee rather than on the company’s business page.

On the recruiting front, employees are likely to have LinkedIn connections in their areas of expertise. When they share job opportunities, they reach a much more targeted audience than your LinkedIn company page.

That’s one of the many reasons why it’s important to include personal profiles in your LinkedIn marketing strategy. That might mean training your C-suite on how to use LinkedIn effectively for thought leadership content. Or it might mean encouraging your employees to share their work life on LinkedIn.

Remember that users can choose to follow personal profiles. This way, they see content from people they want to learn from but don’t know well enough to send a connection request. That further extends the reach of everyone who works for your company, from entry-level employees to the CEO.

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Make it easy for employees to share content on their LinkedIn profiles with an employee advocacy program. Hootsuite Amplify helps you manage and share approved content. You can also use this social media advocacy and marketing tool to measure results and drive higher employee engagement in your advocacy program.

6. Focus on leads, not sales

LinkedIn is more about social selling than social commerce. As mentioned earlier, it’s the top brand for B2B lead generation. It’s a perfect platform for building relationships and connections that will lead to sales over time.

It’s less effective as a platform for spur-of-the-moment purchases. It’s just not the place people go when they’re looking for the latest trending items to buy.

So, rather than trying to sell directly on LinkedIn, focus on building relationships and credibility. Reach out when you see an opportunity, but offer expert advice rather than a hard sell. You’ll be front of mind when the time is right for a buyer to make the purchasing call.

That said, using LinkedIn to drive online sales is not impossible. If you want to take this approach, be sure to position your product or service in a business-appropriate context. It might be helpful to work with an appropriate influencer, as Days did in this LinkedIn post about their alcohol-free beer.

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7. Build your employer brand

Building your employer brand is about more than just job postings. It’s all about showcasing what it’s like to work at your company so candidates feel motivated to join your team.

A strong employer brand makes life much easier for everyone working in your recruiting department. After all, no matter how great a particular role might sound, no one wants to work at a company that gives them doubts or seems like a poor cultural fit.

One of the best ways to show off your culture is to harness the enthusiasm of your existing employees. For example, at Hootsuite, employee advocacy accounts for 94% of organic employer brand content impressions. An employee advocacy tool makes it easy for employees to share approved brand content with their networks.

And a chorus of ringing endorsements of the corporate culture from people who really work there provides exceptional social proof for potential new recruits.

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Businesses can also add a Trending Employee Content galley to their LinkedIn Page. It’s based on associated hashtags, like this example from Google.

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Google LinkedIn employee content

Source: Google on LinkedIn

8. Participate in the community

LinkedIn is all about participation. Remember, you’re building a reputation that will lead to sales over time. Responding to comments and joining the conversation is an important part of building that reputation.

Look for opportunities to contribute. Congratulate your colleagues and connections on their achievements and career moves. Show support for those who may be newly looking for work.

Tamara Krawchenko Community energy transitions Globe and Mail article

Source: Tamara Krawchenko, PhD on LinkedIn

Most importantly, be sure to monitor the comments on your own LinkedIn content, and reply to let users know you hear them and appreciate them. Remember, their engagement with your content exponentially extends its reach.

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Hootsuite Inbox makes sure you never miss a chance to engage with followers. You can respond to comments directly, or assign them to an appropriate team member. You can also integrate your CRM into Hootsuite to see a full picture of your buyers at every point of contact.

Be community-minded in your content sharing too. For every piece of content you share about your organization, LinkedIn recommends sharing an update from an outside source plus four pieces of content from others. Resharing content in which you’re tagged can be a good place to start.

Use social listening streams in Hootsuite to find even more relevant content to share with your audience. The LinkedIn Content Suggestions tool is another great resource.

LinkedIn content strategy tips

9. Write long posts (sometimes)

Try repurposing long-form content as thought leadership articles to post natively on LinkedIn.

LinkedIn accounts for only 0.33% of web traffic referrals from social media. (Compare that to Facebook’s 71.64%.) Rather than focusing on driving traffic away from the site, provide value within your LInkedIn articles themselves.

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But don’t go too long too often. LinkedIn recommends articles be around 500 to 1,000 words. That said, Paul Shapiro of Search Wilderness found that articles in the range of 1,900 to 2,000 words performed best. So, you’ll need to do some testing to find out what works best for your audience.

LinkedIn is adding SEO titles, descriptions, and tags for LinkedIn articles. This will help other users find your original content. If you regularly post long-form content. Consider creating a LinkedIn Newsletter.

Note: Your regular LinkedIn updates can be much shorter, with an ideal length of just 25 words.

10. Experiment with different content types

You can use the various tabs on your LinkedIn Page to showcase just about anything happening at your company. Company news, corporate culture, and upcoming product details are just a few examples.

There are lots of different content formats to experiment with, too. Consider these important LinkedIn content statistics when planning out what to test:

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  • Images get a 2 times higher comment rate, and image collages can work even better
  • Videos get 5 times more engagement, and live video gets a whopping 24 times more engagement

Once again, though, this is all a starting point. Experimentation is the name of the game when finding out what works for your brand on LinkedIn. Implement an effective testing strategy and keep an eye on your analytics to learn which content formats work best based on your goals.

11. Include a hook above “the fold”

Remember newspapers? As in real physical newspapers that were sold at newsstands? In order to grab your attention, they put the biggest story on the top half of the front page. That half, of course, is above the fold. You see it as soon as you glance at the paper, without having to pick it up, and it intrigues you enough to buy the paper to read more.

There may not be a literal fold on your screen, but there is a metaphorical one. In this case, “above the fold” refers to the content visible without scrolling or clicking “more.” It’s the content seen without making the effort to pick the metaphorical paper up and turn it over.

Make the value proposition for your content clear in this prime real estate. Why should someone read on? What do you have to say that’s worth scrolling for?

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LinkedIn posting strategy tips

12. Understand the best time to post

Hootsuite research shows the best time to post on LinkedIn is 9 a.m. on Tuesdays and Wednesdays. When you’re first getting started with the platform, that’s a good place to start.

But the best time to post for your particular brand depends on your particular audience. Specifically, when they’re most likely to be online and ready to engage.

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Hootsuite’s Best Time to Post feature gives you a heat map that shows when your content is most likely to make an impression. You can also find custom posting time recommendations for the best times to post on your LinkedIn Page. These are based on whether you want to build brand awareness, increase engagement, or drive traffic.

LinkedIn Page Hootsuite best time to post feature

13. Schedule your posts in advance

Of course, the best time to post for your audience might not be the best time to post for you. That’s one reason why it’s a good idea to create your posts in advance and schedule them to post automatically at the best time.

Another reason is that creating your posts in advance allows you to dedicate regular chunks of time to creating LinkedIn content. This is easier and more effective than trying to post on the fly. Especially when you’re creating longer form content, it’s a good idea to block off time on your schedule and really get your brain engaged.

Creating content in advance also allows you to get more of the team involved, from senior leaders contributing their thought leadership to editors going over your work with a fine-tooth comb.

Finally, planning and scheduling your content in advance allows you to see how your Linkedin posts fit into your larger social media calendar.

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14. Set up a regular posting schedule

LinkedIn recommends posting once or twice a day. If that seems overwhelming, consider posting at least once a week – this is enough to double the engagement with your content.

Once you’ve determined the best times to post, post consistently at those times. Your audience will come to expect fresh content from you on your schedule, and they’ll be primed to read it and respond.

LinkedIn DM strategy tips

15. Send personalized messages

Bulk direct messages may save time, but they do not get the best results. LinkedIn data shows that InMails sent individually get 15% more responses than messages sent in bulk.

For maximum effect, mention a detail in the email that shows you actually read the prospect’s profile. Did they mention a skill that’s critical to the role? Have a particularly great LinkedIn bio? Highlight something that tells them why you’re interested, and that they’re not just a potential cog in the machine.

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16. Send shorter messages

If you’re sending InMail to a potential connection, collaborator, or candidate, you might be tempted to pack the message with details about the potential opportunity. But LinkedIn research recently found that shorter InMails actually see a much higher response.

graph showing that shorter InMails get better response rates

Source: LinkedIn

Messages up to 800 characters receive an above average response, with messages under 400 characters performing best of all.

However, 90% of those recruiting on LinkedIn send messages longer than 400 characters. So sending a shorter message can really help you stand out from the crowd.

17. Don’t send on Friday or Saturday

It makes sense that weekends would be slower-response days for sending messages on LinkedIn. But, oddly enough, messages sent on Sundays significantly outperform those sent on Fridays.

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graph showing that InMails sent on Friday and Saturday get lower response rates

Source: LinkedIn

Other than avoiding Fridays and Saturdays, it doesn’t seem to matter much which day of the week you send InMails. Remember, though, that this is different from the best times to post content to your LinkedIn Page.

Easily manage your LinkedIn Page and all your other social channels using Hootsuite. From a single dashboard, you can schedule and share content (including video), reply to comments and engage your network. Try it free today.

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How to Create Effective Social Media Guidelines for Your Business

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No matter what industry you’re in, every modern business needs to have social media guidelines.

Social media guidelines lay out the best social practices for your employees. In some cases, these rules are required by law or for legal protection. But ultimately, the goal of these guidelines is to empower employees with the information they need to make the right choices on social media, both for themselves, and for the company.

This is true even if your company doesn’t have a social media presence yet. Whether you have an official Twitter account or Instagram profile or not, you’d better believe your employees are out there on the internet, chatting up a storm.

This article will review:

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  • The difference between a social media policy and social media guidelines
  • Real-life examples from other brands
  • How to use our free social media guidelines template to create your own set of guidelines

Bonus: Get a free, customizable social media guidelines template to quickly and easily create recommendations for your company and employees.

Social media guidelines are suggestions for how employees of a company should represent themselves and the company on their personal social media accounts.

Think of social media guidelines as an employee manual for social media best practices.

They should outline how to behave on social media in a way that’s positive and healthy for the company, employees, and customers alike. Social guidelines may include etiquette tips, helpful tools, and links to important resources.

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Importantly, we really don’t recommend prohibiting employees from using social, or restricting them from talking about your company at all. It’s not a good look to police or censor your team members’ social presence: talk about a morale killer, and say goodbye to any organic ambassador opportunities.

Social media guidelines, it should be noted, are different from your company’s social media policy. They’re also distinct from your social media style guide.

A social media policy is a comprehensive document that describes in detail how the company and its employees use social media. These policies are intended to protect a brand from legal risk, and maintain its reputation on social media. Where a social media policy lays out the rules and repercussions for breaking them, social media guidelines are more instructive.

A social media style guide, meanwhile, defines the brand voice, brand visuals, and other important marketing elements. It is often used by the content creators in an organization to ensure that their posts are “on brand”.

One more distinction: social media guidelines are also different from community guidelines, which set the rules for public engagement with your account or group.

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Want to learn more? Take Hootsuite Academy’s free course Implementing Social Media Governance Within your Organization.

Every single employee (yes, including Maurice in accounting) is a potential online brand ambassador. Sharing social media guidelines is your chance to provide the whole team with tools to help them hype you up positively, inclusively, and respectfully.

Use social media guidelines to:

  • Empower your employees to engage positively on their personal social accounts
  • Educate on social media best practices
  • Encourage employees to follow your official accounts or use official hashtags
  • Distribute your company’s social media strategy
  • Introduce employees to helpful third-party tools and resources, such as Hootsuite’s social media dashboard or Hootsuite Academy training
  • Protect your employees from social harassment
  • Safeguard your company from cybersecurity risks
  • Clarify what information is OK to share, and what is a violation of confidentiality
  • Boost your brand’s reputation on social media
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While social media guidelines are usually crafted to share with employees, anyone else you’re working with can benefit from these best practices too — think corporate partners, marketing agencies, or influencers.

If you don’t create best practices around how your company is represented or discussed on social media, things can spiral out of control fast. And on the flipside, a lack of social media guidelines also can prevent you from benefiting from employee content. An enthusiastic team member, armed with social guidelines and feeling confident about what they’re allowed to say, can become a powerful ambassador for your brand.

Here’s a rundown of core sections you should include in your social media guidelines. But of course, while these details are common, go ahead and tailor any part of this to fit your brand: after all every industry is different.

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In fact, every company is different… so before you lock in any hard and fast rules, you might want to check in with your team. Your employees might have specific questions or concerns that could be helpful to address in your master doc.

1. Official accounts

Identify your company’s official social media channels, and encourage employees to follow. This isn’t just a chance to gain a few more followers: it’s an excellent opportunity to demo to employees how your brand presents itself on social media.

You might also want to identify specific hashtags, too, if those are a core part of your social strategy.

In some cases, companies either allow or require certain employees to run brand-affiliated social accounts. If that’s something your business does, this is a good place in your social guidelines to explain how a team member can (or can’t) be authorized for their own branded account.

2. Disclosure and transparency

If your team members are proudly identifying on their social accounts that they work for your company, it’s a good idea to ask them to clarify that they’re creating social media posts on behalf of themselves, not your brand. Adding a disclosure to their social profile or bio that “All opinions expressed are my own” (or similar) helps make it clear that these are not official viewpoints.

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That being said, if they’re going to discuss company-related matters on social, it’s actually required by law that they identify themselves as an employee. This one’s a rule, not a friendly suggestion. In fact, in the United States, the Federal Trade Commission requires the identification to occur in the relevant post. Just noting it in a bio is not enough.

Mekka Okereke Google digital ecosystems opinions my own Twitter bio

An example of a Google employee’s Twitter bio

3. Privacy

It never hurts to remind your team that confidential company information is confidential off the clock, too. Whether private info about coworkers, financial disclosures, upcoming products, private communications, research and development intel, or other sensitive information, clarify that privacy and confidentiality should be respected across all social media platforms.

4. Cyber safety

Cyber hacks and threats are no joke. Even if your employees are vigilant about phishing scams and the like, it never hurts to review cyber-safety basics, especially if you collect information about customers or clients.

Cyber safety first!

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A quick refresh of cyber security 101:

  • Choose strong passwords
  • Use a different password for every social account
  • Don’t use the same passwords for your corporate accounts
  • Use two-factor (or multi-factor) authentication to login to social networks
  • Limit the personal and professional information you share
  • Use personal credentials for personal accounts
  • Make sure your Internet connection is secure
  • Do not download or click on suspicious content
  • Only activate geolocation services on apps when necessary
  • Practice safe browsing
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5. Harassment

Guidelines commonly remind staff to be kind on social media. But beyond promoting positivity, businesses should also make clear that they do not tolerate any form of social media harassment.

On the flip side of that is an opportunity to provide your employees with support should they experience harassment. Define your policy for dealing with trolls or bullies, whether it’s to report them, ignore them, or block or ban them.

Tell people how to report issues they may have seen or experienced. If support is needed, tell employees how and where they can get it.

Providing protocol and tools is going to help your team nip problems in the bud before it grows into a full-blown social media crisis.

6. Inclusivity

It’s important for every employer and brand to promote inclusivity on and off social media. Encouraging your employees to do the same is a way to show that you care about them, too.

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Inclusivity guidelines may include:

  • Use inclusive pronouns (they/them/theirs/folks)
  • Provide descriptive captions for images
  • Be thoughtful about representation
  • Don’t make assumptions about gender, race, experience, or ability
  • Avoid gender or race-specific emojis
  • Feel free to share your preferred pronouns
  • Use title case for hashtags (this makes them more legible for screen readers_
  • Use diverse imagery and icons. This includes stock imagery, emojis, and branded visuals.
  • Report and remove any comments deemed sexist, racist, ableist, ageist, homophobic, or hateful to any group or person
  • Make text accessible, using plain language and accessible to people learning English as a second language or those with learning disabilities

Find more inclusivity resources here.

7. Legal Considerations

Your social guidelines can include a reminder to employees to respect intellectual property, copyright, trademarks, and other relevant laws. When in doubt, the rule of thumb is relatively simple: if it’s not yours, and you don’t have permission, don’t post it. Easy!

8. Do’s and don’ts

Of course, while you may want to get into detail with the previous sections, making a quick-to-reference list of do’s and don’ts is a chance to spell things out super clearly.

For example…

  • DO list the company as your employer in your social media bio (if you wish to)
  • DON’T engage with competitors in an inappropriate way
  • DO share company social media posts, events, and stories
  • DON’T share company secrets or confidential information of your colleagues
  • DO express your own opinion — just make sure it’s clear you’re not speaking on behalf of the company
  • DON’T comment on legal matters pertaining to the company
  • DO report harassment you’ve experienced or noticed
  • DON’T engage with trolls, negative coverage or comments

9. Helpful resources

You may wish to include links to helpful resources throughout your guideline document, or you might want to list in a separate section. Wherever you put them, it’s a good idea to link to your social media policy, social media style guide, and community guidelines, so everyone has this info at their fingertips.

Other links you might want to include could be:

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See also  4 Benefits of Using a Multilingual Chatbot for eCommerce

If your company offers social media resources, what better place than your social media guidelines to make everyone aware of them? Whether its tools or training from Hootsuite, or stipends for social media classes, empower the people that work for you to put their best foot (feet?) forward on social.

For instance, may we recommend Hootsuite Amplify? It’s a great way to find vetted content to share and enhance your personal brand.

10. Contact Information and Date

Be sure to also add information where questions can be sent. That may be a specific person, a forum or Slack channel, or an email address.

You should also indicate when your guidelines were most recently updated.

Looking for real world examples of social media guidelines? We’ve assembled a few sources of inspiration.

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Grossmont-Cuyamaca Community College District freedom of speech be respectful and get your facts straight

The Grossmont-Cuyamaca Community College District outlines tips for best practices clearly and concisely. “Freedom of speech must be exercised responsibly,” the page reminds readers. “These recommendations provide a roadmap for constructive, respectful, and productive use of social networking sites.”

Intel Social Media Guidelines

Intel makes every effort to assure employees that they’re not here to censor or police their online behavior. “We trust you,” the guidelines say, both explicitly and implicitly. Right off the top, Intel is clear about its wishes: Be Upfront, Focus on the Good, and Use Your Best Judgement.

Stanford University Communications Social Media Guidelines

Stanford University (yep, the same institution Facebook founder Mark Zuckerberg dropped out of) has social media guidelines that are quite dense, but provide lots of resources and context for users. If your social media guidelines are this thorough, it may be a good idea to review the key takeaways with your team in a workshop or seminar to make sure the details aren’t skimmed over.

Bloomberg School of Nursing University of Toronto respect and accuracy

Bloomberg School of Nursing at the University of Toronto has a very concise, bullet-point list of guidelines that are easy to digest at a glance. It’s a good reminder that how you design your guidelines can help with comprehension, whether it’s a web page, a PDF or a brochure.

Sharp News social media standards accountability

Remember that your guidelines can be as long or as a brief as you wish. Sharp News, for example, only has four guidelines for social media use.

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International Olympic Committee social and digital guidelines Beijing 2022

The Olympic Committee kept its social media guidelines to one page for the Beijing Olympics — albeit a pretty dense one. Leaning on the “do’s” and “don’ts” makes it clear at a glance what is acceptable and what is frowned upon.

Nordstrom employee guidelines social media and blogging

Because Nordstrom is a company that deals with customer service and privacy is important, its social media guidelines are heavily focused on protecting customers. Your own industry will have its own special sensitivities, so adjust your guidelines to fit your specific problem areas (or opportunities!).

We’ve distilled all these hot tips into one free downloadable template. It’s just a simple Google doc and quite easy to use.

Simply make a copy and start plugging in your recommendations to guide your team to social media greatness.

Social media guidelines free downloadable template

Save time managing your social media presence with Hootsuite. From a single dashboard you can publish and schedule posts, find relevant conversions, engage the audience, measure results, and more. Try it free today.

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