LINKEDIN

 

STRATEGY

 

In researching LinkedIn and its optimal uses, we found that the platform as a whole is designed to, among other things, engage professionals, host quality content and foster conversation. The different features of LinkedIn collectively help serve these purposes, but each serves one better than the others.

 

We found that the LinkedIn group, which had previously been used in a Twitter-like fashion as a news stream, is designed to foster conversations among professionals, create networking opportunities and build relationships among people with similar interests. We repurposed the group as such, using a more casual voice and posing questions in an effort to engage group members in conversation. To increase the group's visibility and foster these conversations, we continually invited others who have interests in international journalism, free press issues and current events to join the group. We also wanted these efforts to drive traffic to the site and strengthen the Global Journalist brand.

 

One of the optimal functions of the LinkedIn company page, which did not exist before this fall, is to strengthen brands. Many companies use this like a company Facebook page, posting a brief update about the company or a blurb with a link to an article to get the readers' attention.

 

GOALS

 

LinkedIn group:

• To bring quality content to and foster conversation among professionals interested in international journalism, free press issues and current events.

• To build relationships with group members.

• To foster relationships and networking opportunities among group members.

• To increase traffic to the Global Journalist website and build readership.

• To strengthen and increase awareness of the Global Journalist brand.

 

LinkedIn company page:

• To strengthen and increase awareness of the Global Journalist brand.

• To bring quality content to professionals interested in international journalism, free press issues and current events.

• To increase traffic to the Global Journalist website and build readership.

 

WHAT WE SHARE

 

In August, when we invited the most people to join the LinkedIn group, we reshared a video the spring team made about the history of Global Journalist to introduce them to our brand. We did the same when we created the company page.

 

Since then, we've posted content each week on Tuesday, Wednesday and Thursday afternoons (the best time for LinkedIn posts, according to this article). Content posted on the company page is straightforward — more like what a typical media outlet might post on Facebook — whereas content posted in the group has a more casual voice and often asks a question.