What content do people engage with the most on LinkedIn?
For me, it was a surprise.
As I began to analyze the analytics for my activity feed, posts on major holidays were among the content that rose to the top.
This seemed counterintuitive because all I had done was share a leadership quote relevant to the holiday along with a beautiful photo.
This is why analytics are so powerful – you can see what type of content is engaging your network the most. Then you can build on it and improve what you’re doing.
As part of your social media savvy strategy, here’s a 3-step process for posting holiday-related content:
1. Find a leadership quote relevant to the holiday.
- Cast a wide net. Try your favorite leadership sources. Some of mine are Harvard Business Review, Fast Company and Inc. (Bonus reading: these publication links go to great leadership articles by Nick Tasler, Gwen Moran and Rhett Power.)
Align your holiday quotes with leadership and business themes you frequently post on. Search Google for leadership articles related to the holiday. See which of your favorite sources pop up as well as new sources. Be sure to appropriately evaluate and vet your sources.
- Choose less-well-known quotes. Look for quotes you’ve never heard or seen before. Keep searching until you find one. That way, you’re more likely to surprise and delight your network with something fresh.
Here’s one I chose for Memorial Day. The quote was new to me, I learned more about citizens who serve in the Seabees, and it focused on tenacity and persistence – qualities that are helpful to all of us.
- Provide a diversity of perspectives. Broaden your lens. Keep an eye out for compelling quotes by both women and men as well as people of different ages, ethnicities and backgrounds.
For Thanksgiving, this quote by author Alex Haley caught my eye. It works equally well for professional and personal purposes. Not to mention that it powerfully sums up Thanksgiving in just 6 words.
2. Pair it with an eye-catching image. I swear by my subscription to iStockphoto, which is the source of the images in the LinkedIn posts featured here. Canva is another good resource for photos and design.
3. Add hashtags. Make your post more discoverable by adding one or two hashtags. Search LinkedIn and Google for the obvious hashtag for the holiday – e.g., #FourthofJuly – and see what other hashtags people are using in their posts.
Lastly, keep an eye on comments and respond in a timely manner to further engage with people in your network. Holiday posts elicit the most “hi, how are you doing?” types of comments. That makes them a fantastic way to keep in touch with people.
How do you make the most of major holidays on LinkedIn?