Our
agency is constantly implementing social media strategy for B2B clients, figuring
out which social channels are the right fit for their campaigns. (If you are a
B2B and need a quick reminder of the social checklist, check out my past blog). Working in the B2B
space, the majority of our clients are blogging and utilizing their blog
content to build their thought leadership platforms. For instance, re-purposing
blogs as LinkedIn posts or simply re-sharing content on the LinkedIn Pulse
feature is one tactic we’ve employed to achieve robust client communications,
increasing the reach of each blog post.
 |
| Here I am as a hashtag for Halloween way back in 2013, which I thought was appropriate for this post! |
Because
LinkedIn is one of the main tools we use as a way to amplify client stories, I
was excited to learn LinkedIn is stepping up its game when it comes to social
searching. For instance, LinkedIn now enables you to do a content search, enabling users to easily keep up with
industries and topics of interest. Improved content searching is just one more
reason why it’s imperative to work with clients on their thought leadership
campaigns, because you never know how or when their skillset/expertise may be
found through a search on LinkedIn. What do they want to be known for, why are
they an expert source and what insight do they have to impart that is of value
for stakeholders?
Similarly, another feature LinkedIn has rolled out to
provide a better return on search results is the
hashtag. Of course many of us have been using hashtags for years on other
social channels such as Instagram and Twitter, but it hasn’t quite caught on
with B2B social platforms, until now. Remember, hashtags help you find and
bookmark other posts with the same hashtag. Why should B2B care? Because now it
will be even easier for users to find your “thought leadership posts” on
LinkedIn Pulse or even real-time information about events and trends simply by
searching for a hashtag. Side note – you can search for hashtags and content on
both the desktop and mobile versions of LinkedIn. However, hashtags included in your posts (or others) are
only “tappable” in the mobile LinkedIn app.
For more specifics about the recent
LinkedIn content and search updates, check out this post. Happy
blogging, searching and “hashtagging”! #socialmedia #thoughtleadership #B2B
#digitaldirection
This post was
contributed by Leah
Ekmark Williams, APR. @leahcpc
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