Digital Corps

LinkedIn Platform Basics

Quick Tip!

Tagging people and organizations in LinkedIn posts not only credits individuals, but also helps create connections and networks between people and other organizations. For example, when you tag alumni and their organization in a post, it is a good way to boost engagement and awareness of the Digital Corps.

Helpful Staff for this Topic

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LinkedIn is one of the platforms the Digital Corps uses to engage with a variety of audiences. Out of all of the platforms, LinkedIn is the most professional and related to industry news. It is because of this professionalism, that the Digital Corps must use a different voice to interact with alumni, Corps members, and other prominent organizations on the platform. LinkedIn also places a strong focus on industry collaboration, so it is important to interact with industry professionals and post content that is relevant to the digital field.

Target Audience

LinkedIn’s audience is the most professional compared to other platforms the Digital Corps uses. This platform is designed for professionals to network with other users and businesses such as the Digital Corps. Forty-four percent of individuals ages 25-30 use LinkedIn. These individuals are likely in the workforce and in the early stages of building their careers and using their resources to network. However, it’s still important for Digital Corps members to build career-focused skills and indicate to organizations the kind of environment the Digital Corps has.

• Digital Corps Members
  • Current members of the Digital Corps should be a target on LinkedIn because they can interact with content that is then shared with their connections. This gives members a chance to develop their LinkedIn account and interact with industry-related content.
  • Alumni are a good target on LinkedIn as well. Not only can they interact with Digital Corps content but they also allow the Corps to interact with them through Alumni Spotlights, tagging their employers, and engaging with their content. These individuals are most likely part of the 44% of individuals on LinkedIn since they are mostly recent graduates.
• Businesses, Agencies, and other Organizations
  • Interacting with business and agencies relevant to the Digital Corps or the industry is an important way to create a following and earn engagement from other sources. Engaging with other professional organizations within the digital field also establishes the Digital Corps as a relevant, professional brand.

Optimal Times

Timing posts on LinkedIn is just as important as timing posts on other platforms. While LinkedIn is a professional platform, it is still a form of social media and individuals choose to get on social media during convenient times. Because of this, individuals are more likely to open LinkedIn during the middle of the week and during lunch hours rather than while working.

• The best days to post on LinkedIn are on Tuesdays and Thursdays. These days are mid-week which means lots of new content is being published on the platform. Without new content, individuals can’t engage with posts or any relevant news in their industry.
• The best time to post on LinkedIn is between noon and 1 p.m. These are typical hours that many people have lunch during, making it an optimal time for people to get on their phone and on social media.

Optimal Content

LinkedIn is primarily composed of professional images, articles, and videos. Unlike other platforms, funny and zany videos are no-no’s on LinkedIn. The Digital Corps posts relevant and work-related content through a way that voices the personality of the office in a professional tone.

• Relevant Industry News
  • To keep on trend, the Digital Corps constantly looks for any relevant industry news that may appear on LinkedIn. If it is relevant, engagements and interactions can be made. Digital Corps blogs can also be big industry news. The LinkedIn manager then shares these on the platforms which can drive post engagement.
• Digital Corps Highlights
  • Project Highlights
    • Occasionally, the Digital Corps creates highlight videos for past or revisited projects. These are good posts for Digital Corps alumni to interact with and share on the platform.
  • Alumni Spotlights
    • Alumni spotlights are also an important aspect of LinkedIn. Digital Corps alumni volunteer or are selected to be highlighted on social media platforms. Their work, takeaways from the Digital Corps, and their profession are used to foster engagement between alumni, the Digital Corps, and other organizations. These posts allow for alumni engagement as well as possible interactions with other companies and businesses.
  • Professional Videos
    • Because LinkedIn is a professional platform, not every video that the Digital Corps produces can be put on social media. However, videos posted on social media need to have a clear message on LinkedIn that can tie into the industry, show office culture, or promote the Digital Corps’ voice.

Analytics

LinkedIn analytics help measure how a company page is performing on the platform. With LinkedIn analytics, LinkedIn managers can analyze the most important page metrics such as impressions, clicks, and engagement rates.

• Impressions
  • Impressions indicate the number of times a post was shared with LinkedIn members. This analytics is important for LinkedIn members because it indicates how many times posts are being seen on the platform by anyone, not just people who like the Digital Corps on LinkedIn.
• Clicks
  • Clicks are the amount of times company info on LinkedIn has been clicked, including content, logos, and company name. This analytic shows how many people on LinkedIn engage with Digital Corps content or are interested in what the office is and does. Unlike other metrics, clicks can be a good representation as to how many people actually see Digital Corps on their LinkedIn feed.
• Engagement Rate
  • Engagement rate is calculated by adding comments, likes, shares, and clicks, then dividing by the number of impressions for a specific post. This shows how engaging content posted on the platform was to followers of the Digital Corps. Overall, a good engagement rate on LinkedIn is somewhere around 2%, but can sometimes reach between 5% and 6%.

Overall, LinkedIn is an important platform to use at the Digital Corps because it encompasses a professional and business atmosphere that LinkedIn was founded upon. By keeping up to date on industry news and highlighting different projects, alumni, and other videos, the Digital Corps can establish a strong professional presence and provide relevant and engaging content on the platform.