LINKEDIN: A STEP-BY- STEP FOR PUBLISHERS

HOW TO USE THE LINKEDIN PUBLISHING PLATFORM (LONG-FORM POSTS) & GET ONTO LINKEDIN PULSE.

BY: RACHEL A. ADLER

LinkedIn launched its Influencers initiative back in 2012 with big names like Richard Branson, Bill Gates, and Barack Obama, evolving the site from a place to simply network, to a place to also find inspiration and advice.

The roster of Influencers changes throughout the year. LinkedIn regularly evaluates existing Influencers to include only the most engaged, prolific and thoughtful contributors and to ensure that their expertise matches up with our members' interests.

ARE YOU ON LINKEDIN?

ARE YOU USING LINKEDIN TO ITS FULL POTENTIAL?

“That’s a post! You’ve got to write that. That’s how you build your company’s talent brand.”

– Jeff Weiner, LinkedIn’s Networker-in-Chief

“YOU’RE INVITED TO PUBLISH”• LinkedIn is in the process of

rolling out this feature to all members in the coming months. You'll be notified on your homepage when you've been granted access to the publishing tool.

• If you can’t wait for LinkedIn Publishing (Long-Form Post) Sign up for the Wait List: http://specialedition.linkedin.com/publishing/ • LinkedIn’s publishing system lets the

Influencers share text accompanied by images, with no limitations on word count.

• For members who choose to participate, the posts will appear on their profiles where they will “live forever” as a part of your professional identity.

THINGS TO CONSIDER BEFORE POSTING• What do you want to achieve?• Think about what you want to accomplish before you write. You need to

decide what you want to achieve by posting this post/blog post. • Do you want to connect to more thought leaders?• Do you want to be in a community of these thought leaders on LinkedIn? • You need to show your knowledge. Be someone that people see worth in

connecting with.• What is the tone?• Find your voice.

• Do you want to create a discussion?• Do you want your audience asking questions or commenting on your

post?• Are you promoting your brand or your companies brand?• Is it both? If it is to attract more people to your company brand you need

to tease them with snippets from a prior post on your company blog.

GETTING STARTED GUIDE• For tips on conquering the blank page, see 7 Secrets to Writing Well on LinkedIn• Always press Preview before publishing• In Preview, check that:• No words are misspelled• Your images look good• Links work and go to the right place• You've given proper attribution

• After publishing: Share on LinkedIn, Facebook, Twitter and more• Check back with your post to see comments and respond

STEP 1: THE BASICS

• Click the share an update button. Look for the pencil icon and click to create a post on your homepage for LinkedIn.

STEP 2: GET YOUR WRITING ON

•Write what you know. •Write often.• Follow interesting topics.

TOPICS• Look to the headlines.• See what is trending in your network. Look to both Facebook, Twitter and Google plus as well.• Know your audience & know your topics.• Be passionate about it.

***22

186MUnique monthly visitors

Languages

11.5B

Page views per quarter

200+

Countries

Use LinkedIn 5X more to discover professional content and insights than use our job properties (2)

Are 2X more likely to trust information from LinkedIn than from competitors (1)

Follow companies and publishers for professional insights

CONNECT YOUR CONTENT TO YOUR AUDIENCE

THE LARGEST NETWORK OF HIGH-QUALITY, ENGAGED PROFESSIONALS WHO CRAVE NEWS AND INSIGHTS

Sources: 1. LinkedIn Internal study – Audience 360; 2. LinkedIn internal data, September 2012

KNOW YOUR AUDIENCE• See who you are writing for.

• Use the mobile app LinkedIn Connected if you are a iOS user.• LinkedIn Connected helps you strengthen

your professional relationships quickly and easily. You'll get all the relevant updates about the people you know, from job changes to work anniversaries, so you can reach out when it matters most.

• Look at your connections from other social networks or your email connections:• You can use Rapportive my secret weapon,

it is a plugin for Gmail. Rapportive shows you everything about your contacts (Social media and if you are connected to them) right inside your inbox. Linksy’s Email Guesser-This tool will help you guess someone's email address. It generates possible email addresses and then checks them against Gravatar to see if there is a photo to match. * I use these tools together.*

• See the break down of your network here*: https://www.linkedin.com/today/post/author/posts#stats • *Available only after you have

posted.

STEP 3: ALWAYS ATTRIBUTE • When in doubt link back.• Don’t be like this:• BuzzFeed

Politics Writer Is Fired Over PlagiarismNew York Times-Jul 26, 2014

• Plagiarism Scandal Tests a Senator Still Forming a Rapport With Montanans New York Times-Jul 26, 2014

• Instead model after: • Warning: Your Workplace

Can Improve By Adding Joy. Yes, I said Joy.

• The #1 Tip to Telling Your Business’s Story Online

PROMOTE & SHARE!

UNDERSTAND YOUR STATS

EYE SYMBOL: VIEWSTHUMBS UP: LIKES ON LINKEDIN TO YOUR SPECIFIC ARTICLECOMMENT BUBBLE: COMMENTS ON POSTTWEET: TWITTER’S OFFICIAL SHARE BUTTON FLIKE: FACEBOOK’S OFFICIAL SHARE BUTTONG+1: GOOGLE PLUS’S OFFICIAL SHARE BUTTON INSHARES: LINKEDIN’S OFFICIAL SHARE BUTTON

THE DEFINITIVE PLATFORM FOR PROFESSIONAL KNOWLEDGE

THE VALUE FOR PUBLISHERS• INCREASED CONTENT DISTRIBUTION.• REFERRAL TRAFFIC TO BOTH YOUR PERSONAL BRAND & YOUR COMPANY’S BRAND.• EXPOSURE AND BRAND AWARENESS AMONGST LINKEDIN’S HIGH QUALITY AUDIENCE.• ACCESS TO UNIQUE DATA AND INSIGHT VIA PLUGINS AND APIS.

INFLUENCERSPULSE PUBLISHING ON LINKEDIN

SLIDESHARE

LINKEDIN OVERVIEW & FAQS• Long-Form Posts on LinkedIn – Overview • Best Practices• Viewing Stats on Your Long-Form Posts

• Developer information for publisher: https://developer.linkedin.com/publishers

• How To Get Listed in Pulse • Pulse offers easy access to the best sources of

professional news and insight across LinkedIn platform. • Submit a link to your RSS feed with headlines, full article

text and images to publisher@linkedin.com• Applying to the LinkedIn Publishing Platform http

://specialedition.linkedin.com/publishing/

CONNECT WITH RACHEL ANNA ADLERDIGITAL NATIVE, GOURMAND & CERTIFIED SOCIAL MEDIA STRATEGIST

CERTIFIED SOCIAL MEDIA STRATEGIST AND PUBLIC AFFAIRS ASSOCIATE WITH VAST EXPERIENCE IN MANAGING EXTERNAL PUBLIC RELATIONS, NEW MEDIA, AND MEDIA AGENCIES.

HAVE ANY QUESTIONS FEEL FREE TO ASK:• GOOGLE VOICE: 347.829.4527• E-MAIL: 

RADINTEGRATEDMEDIA@GMAIL.COM

**TWEETS, FACEBOOK, GOOGLE+, LINKEDIN & ANY OTHER SOCIAL MEDIA PLATFORMS POST ARE PERSONAL OPINIONS ONLY.**

CONNECT WITH ME ON LINKEDIN

FOLLOW ME ON TWITTER @RACHELA_ADLERLEARN ABOUT ME

APPENDIX

SOURCES• 3 TIPS TO HELP YOU ROCK THE LINKEDIN PUBLISHING PLATFORM BY JENNIFER

HANFORD • 6 BENEFITS OF LINKEDIN PUBLISHING YOU CAN’T AFFORD TO IGNORE BY RYAN

JENKINS• 6 TIPS FOR WRITING SUCCESSFUL LINKEDIN ARTICLES BY AMANDA DISILVESTRO• 7

ESSENTIAL LINKEDIN MARKETING STATS: WHEN TO POST, WHAT TO POST AND HOW TO IMPROVE BY KEVAN LEE

• HOW TO WRITE YOUR FIRST BLOG POST ON THE LINKEDIN PUBLISHING PLATFORM BY NEAL SCHAFFER

• LESSONS FROM JEFF WEINER, LINKEDIN’S NETWORKER-IN-CHIEF BY ADAM LASHINSKY

• LINKEDIN'S 'SHARE' BUTTON: HERE'S THE SECRET BEHIND ITS DISPROPORTIONATE POWER IN SOCIAL MEDIA BY JIM EDWARDS

• SOCIAL MEDIA SMACKDOWN: LINKEDIN VS. TWITTER BY JEFF HADEN • THE 7 SECRETS TO WRITING KILLER CONTENT ON LINKEDIN BY DANIEL ROTH • THE LATEST LINKEDIN FEATURES YOU SHOULD START USING TODAY BY WILLIAM

ARRUDA

HOW CONTENT APPEARS ON LINKEDIN: PLATFORMSHOMEPAGE

PULSE

TOP HEADLINE EMAILS

NETWORK UPDATE STREAM

GROUPS

COMPANY PAGES

HOW CONTENT APPEARS ON LINKEDIN: DEVICES

LINKEDIN FOR IPAD

LINKEDIN FOR IPHONE

PULSE (ANDROID & IOS)

DESKTOP

NEW: LINKEDIN MOBILE

LINKEDIN SENDS NEARLY FOUR TIMES MORE PEOPLE TO YOUR HOMEPAGE THAN TWITTER AND FACEBOOKEconsultancy reported this gap based on a two-year research study involving 2 million monthly visits to 60 corporate websites. LinkedIn’s referrals, which accounted for nearly two-thirds of all social referrals to corporate homepages, nearly quadrupled the second-place Facebook.• LinkedIn: 64% of

social referrals to corporate homepage

• Facebook: 17%• Twitter: 14%