Insights for Leaders Navigating
Visibility, Credibility, and Growth.
From media strategy to reputation management, we explore the trends shaping public perception and share the approaches that drive measurable results for growing brands.
With the recent addition of LinkedIn long-form publishing, all LinkedIn users will soon have the potential to reach thousands, if not millions, of viewers. While some LinkedIn users previously applied and then publishing capabilities, in the coming months all users will be granted access to long-form publishing. With such a robust opportunity to expand and enhance one’s personal and professional brand, I wanted to learn more about just how to get in front of the best and largest audience. Below are some tips and tricks to best position a long-form post.
1. What should your post contain?
The intention of LinkedIn is to help users grow their professional networks, so, with that in mind, posts should be professional. LinkedIn suggests sharing such insights as opportunities and or challenges that lead you to where you are today, trends that you foresee in your industry, or any knowledge or expertise you may have in your field.
As for the content of your post, keep it clear and concise, avoiding including many topics in one post. While there is no word-count restrictions, LinkedIn suggests that the best-received posts are ones that are at least three paragraphs or longer and ones that are not overly promotional. LinkedIn does not provide editors, so it is highly suggested that you find someone to edit your post before publishing.
For increased engagement, LinkedIn suggests posting earlier in the workday, as not many people will be reading LinkedIn article at 10 p.m. on the weekend, and including pictures, videos, presentations, or documents to further signify your expertise on the topic. A creative headline always helps too.
2. Where will the post go?
Long-form posts appear on the Posts section of your LinkedIn profile. Regardless of channel assignment, LinkedIn will share posts automatically with your connections and followers. Members not in your network can now follow your long-form posts to receive updates when you publish as well.
It is also important to note that anything you post to your long form is searchable on and off LinkedIn, meaning someone can Google your name and the content will appear.
3. How can I get my post on specific channels?
The variety of channels, and the large number of followers, is a draw for many people to post long-forms. So how exactly is a post assigned to a channel?
LinkedIn uses an algorithm to determine channel assignment, however, not all posts are assigned to a channel. The algorithm looks at the content of the post and not your profile information. LinkedIn reiterates that they “aim to match the right content with right professional, so that every member sees customized professional news and insights that inform and inspire them.”
While LinkedIn claims that a post on a channel does not necessarily mean increased views, it certainly seems that posts have a more limited reach when not assigned to a channel. Essentially, the goal is to get on a channel because it means instant reach to those channel followers in addition to your connections and followers.
We were unable to get specifics as to how exactly the algorithm operates, when it runs, etc., but making sure your content is relevant, high quality and professional will ensure better metrics and a larger reach. According to LinkedIn, this algorithm and process is evolving as the company explores options to find the best way to present content, where to present it, and to whom to present it.
Rest assured, though, that there is still potential for your post to reach those outside of your connections and followers even when there is no channel assignment. This reach can happen through interactions such as likes, comments, and shares, which will distribute your content beyond your immediate network.
Long-form posting is an exciting, new tool that all professionals should utilize. It presents a unique opportunity to continue building your personal and professional brand, share your expertise, and reach a large number of professionals.
You know a presentation is effective when you are still thinking about it days later. This morning I found myself reflecting on T-Mobile CEO John Legere’s 45-minute fireside chat at the GeekWire Summit with GeekWire co-founders John Cook and Todd Bishop. It got me thinking about why it was so penetrating. Here are my thoughts.
1. John Legere seems authentic and very comfortable in his skin with his colorful language and ability to make humorous, self-deprecating remarks.
Even in jest, it takes confidence to make self-deprecating remarks, which Legere did at several points in his presentation. As Forbes points out in one of its articles, “We love people who don’t take themselves too seriously. We applaud self-deprecation. And we like to use it ourselves—especially in the office.”
Legere‘s personal stories, in which he poked fun at himself, generated laughs, made it easier to relate to him, and were disarming. Just check out minute 15:01 of the video when he spoke about being home alone in the evening and, because he has no friends, is listening to T-Mobile customer calls via his observation number.
One word of caution, before attempting to emulate Legere: Be sure to read the full Forbes article entitled “When Self Deprecation Goes too Far” – it is a good reminder of how this practice can backfire.
2. Legere shared information that was inspiring, helpful, and relevant. He clearly knows his subject matter.
He offered some important reminders throughout the session. For instance, he spoke about the importance of listening to customers, finding the fun in everything, and the importance of being able to move quickly.
Specifically, Legere mentioned he learns everything he needs to know to run T-Mobile from the information and insight he gleans directly from customers on Twitter and by listening in to customer service calls. I also found it impressive that, as the head of a publicly traded company, Legere manages all his own Twitter and email messages.
His other advice for the GeekWire audience was to push the envelope. According to Legere, “The world is waiting for people to step out.” Whether it is leveraging Twitter or setting lofty goals, he thinks folks need to take it to the extreme.
Finally, he reminded us of the importance of both the “what” and the “how.” Most HR teams in the corporate world are looking at both “what” you have accomplished as well as “how” you accomplished it. Clearly, Legere – like all of us who are working – needs to deliver tangible results and he is doing so in the form of new customers, a robust network and strong brand, and rising share price, but he is doing it in a unique and bold manner that is refreshing to watch.
3. Legere seemed to relish the shock value but at the same time has a playful approach.
His language was colorful and profane, but he kept things light. For instance, he did not get defensive when John Cook pressed him about the launch of the Amazon Fire phone and how Legere was visibly upset at the time of its unveiling that Amazon announced an exclusive deal with AT&T Wireless. Legere did a fantastic job of diffusing John’s question with humor as well as explaining his perspective on Amazon’s decision to get into the phone business, and if T-Mobile will carry the Fire if Amazon offers the product to them.
With regard to the profane language, it seems to work for Legere. My take is that he uses expletives to show strong emotion, catch attention, sound cool, and relate to a younger, more informal workforce and customer base. I would encourage most executives to take the safe route and avoid this practice when speaking publicly. There are other ways beyond profane language to make your presentation exciting, and when you use profanity, you run a risk of alienating people. In fact, even Legere has run into issues with his choice of language.
4. He directly engaged the audience during the presentation.
Legere spoke to the audience with his body language and eye contact as well as by directly asking for audience input on things like his Twitter poem for National Poetry Day. He also asked for a show of hands of people on Twitter, as well as for the number of people who had run a marathon, and finally suggested that someone in the audience try to bend an iPhone 6. It is widely known that the practice of directly engaging your audience is a smart move and it is not that difficult to do. Surprisingly, many speakers at the GeekWire Summit did not do this and missed a tremendous opportunity to establish a deeper connection with attendees. More people should follow Legere’s lead around this as they work to improve their art of public speaking.
5. He stayed afterward and spoke with people
Unlike many of the CEOs I have heard speak, Legere posed for pictures and mingled with the crowd after his session. He made himself accessible in a warm and approachable manner that I have seldom seen with executives. People flocked to him and he seemed wholly comfortable chatting with them and engaging in small talk.
All and all, I thought Todd Bishop and John Cook staged an entertaining and informative GeekWire Summit, but John Legere was truly the highlight of the day and his presentation is one that I will remember for a long time.
Last month I had the opportunity to attend the Puget Sound Business Journal’s 16th annual 40 Under 40 honoree bash in support of Larry Nguyen, CEO of Summit Imaging and client of Communiqué PR. This year, Larry joined the ranks of Seattle’s young business superstars honored for their business leadership and contributions to the community.
The event was held at the Showbox SODO where more than 300 attendees were treated to the emcee-stylings of Publisher Gordon Prouty—whom we learned is a fan of funny hats and prefers his cocktails to be of the Manhattan variety—and Digital Managing Editor Emily Parkhurst, who generously spent her birthday conducting brief interviews with honorees rather doing whatever it is she would usually do on a birthday. For me, that would be diving into a pint of ice cream and enjoying a deep muscle massage, but I digress.
Given the abundance of technology companies in our community, I expected a tech-centric list of candidates, but was pleasantly surprised to see a number of honorees from other industries. There were, of course, a number of highly-deserving individuals from technology companies, and in many of these cases it was inspiring to see technology—both high and low—being used to make significant improvements in the lives of people around the world.
I won’t give a full list of all of the individual honorees and their accomplishments, but I do want to call out a few who were unexpected or whose stories I found particularly inspiring. Here it goes!
Dr. Quinton Morris, Seattle University. I’ll admit it—I’m a sucker for the arts, and this honoree is artistic director and programs coach for Chamber Music Madness, an organization aimed at empowering young people through one of my very favorite things: music. He also is responsible for bringing music back to Seattle University after a painful 25-year musical drought.
Ty Redinger, president of Lil’ Kickers. Redinger struck me as being incredibly genuine and good natured, and no wonder! He works with kids! Lil’ Kickers is a child development program that uses soccer classes and coaching to enhance a child’s overall growth and well-being. The organization has more than 237,000 children enrolled nationwide.
A new personal hero, Carrie Ferrence, CEO & co-founder of Stockbox Neighborhood Grocery. Ferrence’s team at Stockbox brings fresh produce and other nutritious foods to low-income or sparsely populated areas that are otherwise ignored by large grocery store chains.
As the proud daughter of a veteran, I was particularly interested to learn about Kameka Brown, nurse practitioner director for the Center of Excellence in Primary Care Education with VA Puget Sound Health Care System. Long story short—Brown serves the men and women who serve our country by creating systems to improve accessibility to healthcare for veterans.
Speaking of people helping people, Brian Glaister, CEO at Cadence Biomedical, is driven to return mobility to stroke victims. He told a touching story about a customer in San Francisco who lived at the bottom of a very steep hill and whose life essentially ended at his front door. Thanks to Cadence’s Kickstart Walking System, a rehabilitation technology that helps people recover from neurological conditions, the customer was quickly up and moving again.
There were so many others honored that evening—34 to be exact—and while I would love to congratulate them all personally, it’s much quicker for me to simply direct you to the list via this convenient link. For more about why these select few have earned entry into the exclusive “40” alumni club, visit Puget Sound Business Journal online for many interesting stories curated by assistant managing editor Becky Monk.
In June, the USC Annenberg Strategic Communication and Public Relations Center released results from its eighth biennial Communication and Public Relations Generally Accepted Practices (GAP VIII) Study.
The report is focused on providing senior communicators with “guidance as they manage their organizations, develop strategy, and prepare for the future.” Data was gathered from professionals in a variety of organizations including corporations, government agencies and non-profits.
There were many notable findings from GAP VIII.
1. Budgets have recovered post-recession and, similarly, organizations across a variety of industries expect increases in staff growth in 2014. Some 40 percent of public company respondents expected PR/Communication budgets to increase in 2014 over 2013 levels.
2. Social media is widely used, with use of Twitter seeing dramatic growth; however, Facebook use has remained flat.
3. Measurement and evaluation are still in flux, illustrating the need for tools that measure “outcomes and actions rather than outputs.”
4. Agencies are recognized for “intellectual added value, rather than simple labor.” This was the first time in the study’s history that intellectual added value was the most commonly cited reason for working with agencies.
5. PR/Communication is an increasingly strategic contributor to organizational success. About 44 percent of the respondents indicated that “their senior leadership believes PR/Communication contributes to financial success.”
In the introduction to our book, Strategic Public Relations, we cited data from a previous GAP study which showed that senior managers rated PR as one of the top three contributors to organizational success. Previously PR had been near the bottom of the list. This year’s GAP illustrates PR’s rise in strategic importance to organizations.
The authors of the report wrote: “The results of multiple GAP studies, seen in combination with ample anecdotal evidence gathered from discussions with industry leaders, validate the existence of a very real trend: Many companies are giving communication and reputational considerations a far greater role in organizational planning and decision making than was previously the case, and [are] benefiting from that change. In this new environment, PR/Communication is seen as a strategic asset affecting enterprise-wide policy and behavior, rather than in its far more limited, historical role as a purely tactical, secondary, and largely marketing-driven function.”
We have seen this trend in practice as CEOs, CMOs and business owners now more often understand the value of having our team involved at a strategic level within their organizations and facilitating the sharing of information early in the decision-making process so PR and communication can be incorporated broadly.
It’s been an excitingly busy time for one of our clients, Point Inside, the provider of a mobile shopper engagement platform for Top 100 retailers. Point Inside’s StoreMode™ platform powers retailers’ branded apps with real-time, store-specific product search and location to help shoppers quickly find what they need in stores. We recently helped Point Inside announce its phenomenal 1690-percent revenue growth since 2009, having grown revenue more than 150 percent year-over-year without the support of venture capital funding.
Point Inside’s impressive growth coincides with the retail industry trend toward an integrated shopping experience that blends the physical and digital channels. The company’s shopping and engagement solutions enable retailers to make the most of this mobile revolution and create an overall better, more personalized experience for their customers. In addition to its revenue growth, Point Inside also shared details for the first time around its:
- Top 100 retail customers and success of its partners
- Tens of millions of shoppers using its platform
- Billions of user requests per month for its services
- Creation of more than 10,000 maps of indoor venues and 5,000 store-specific search engines
- More than 20-fold growth of its employee base since 2009
- Recent headquarters relocation to a new 12,600-square-foot space—with 6,000 more to come by January—the third in five years to match company growth
To support the announcement, we reached out to local and national retail and marketing industry media, leveraging both Point Inside’s momentum and how it ties to retailers’ increasing adoption of mobile solutions. This approach was successful, generating significant press and industry interest, briefings with key influencers and editorial coverage, such as the following:
- MediaPost – Search Data In Mobile Apps Shows Unmet Demand
- Bellevue Reporter – Bellevue startup reports massive gains since 2010 | Point Inside improving in-store retail experiences
- GPS Business News – Point Inside: “Our Platform Is Used by More than 100M Devices“
- Retail Times – Point Inside reports sales surge and recruits new users to mobile shopper engagement platform
- GeekWire Radio – Windows 10, drones and the future of shopping
It’s neat to see a local company like Point Inside at the forefront of its industry, and we look forward to supporting Point Inside on even more exciting developments in the months to come. For more on Point Inside and its recent momentum, check out www.pointinside.com.
Have you ever wondered how many people actually read your tweets? Now that Twitter has made its analytics dashboard available to everyone you can find out. The dashboard, which was previously only offered to advertisers and verified accounts, provides details on your tweets’ engagement as well as follower demographics. You can check it out at analytics.twitter.com.
The insights the dashboard offers will be incredibly useful for companies looking to increase brand awareness or engagement on Twitter. Following are the metrics that will matter the most to your digital strategy and tips around how to leverage them.
Individual Tweet Data
Unlike other free analytics tools, Twitter’s dashboard provides data about how each tweet is performing in real time. Upon clicking the tweet, you can see how many people have viewed it, clicked on the link, and shared it via email since it was published.
This data can then be exported to an Excel file so it’s easier to see how tweets compare to each other. Once the data has been exported, it’s helpful to divide it into two categories: micro and macro. Micro activities are actions in which the user has viewed the information but not directly interacted with it, such as impressions and favorites; and macro activities are actions in which there is direct engagement, such as retweets and replies. Compile this information every month to gauge how your account has improved or declined and to gain insight into what types of tweets resonate most with your followers.
Follower Data
At the top of the Followers page is a graph that tracks overall growth since your account was created, which is useful for an at-a-glance visualization of how your account has grown over time. It then drills down into what your followers are interested in and where they are located. Their interests are divided into two categories: Most Unique Interests and Top Interests. Those are then ranked from most popular to least popular and accompanied by the percentage of followers interested.
It can be helpful to track your users’ interests over time to see if they remain steady. This will help you make a more informed decision about whether to tweak your posts to match your followers’ specific interests. If their interests don’t match your brand, consider implementing a strategy to attract the right audience.
Twitter’s analytics dashboard provides incredibly helpful metrics that, when analyzed effectively, can help strengthen your brand’s presence on the site. If you have started using Twitter’s analytics dashboard, what other tips do you have for leveraging its insights?