Linkedin has been originally perceived as a social network for recruitment. But that has changed a while ago and now with more than 560 million users, its serves many purposes that can help you grow your business, for sure the top of them is building your own personal brand there! Whether you are a top manager, middle management, entrepreneur, investor, consultant or a freelancer, its a face today, you got to have your personal brand crystal clear and shining online.
Up for a quick self-test?!
When was the last time you “Googled your name?” Please also do that from another computer or mobile other than yours, or in an incognito browser tab, to ensure fresh eye overview. This is how people would see you! In most of the times we played this exercise in our training sessions with different customers, the results were always that their social media profiles were on the top Google SERP, most of the time facebook and linkedin. Now keeping facebook aside (for the time being), what impression or idea about you and your company would your linkedin profile give them!?
Why personal branding?
Because simply in today’s world with the overflow of information, data and content over the internet business decisions are becoming more and more difficult. For example if you want to buy/subscribe for one of the automation tools of your work (whatever it is), you would find tons in each category may be also with similar features and similar prices. BUT people would trust people they know, they trust opinions, reviews and feedback.
Thats why on the other side, if you are perceived online as the expert in your field people would trust you and buy from you. Whether you are selling a product or service, the human factor and “expert” behind that product/service plays a crucial role in the buying decision here.
Here are some cool tricks that worked for me!
Why Linkedin’s algorithm is a goldmine for personal branding now?
Like all other social networks, linkedin engineering team have been working heavily on AI algorithms to “generate personalized news feeds for every member and ensure they are having the conversations they need to become more productive and successful, based on thousands of signals to understand a member’s preferences”.
According to their blog, these signals fall into three broad categories:
- Identity: Who are you? Where do you work? What are your skills? Who are you connected with?
- Content: How many times was an update viewed? How many times was it “liked”? What was it about? How old is it?
- Behavior: What have you liked and shared in the past? Who do you interact with most frequently?
BUT things usual do not go easy and pinky all the way!
According to their new post this month, the main challenged the engineering team discovered this year that the algorithm heavily favored content from top creators. “More and more people are using the feed and giving feedback to their network’s posts: our members generate tens of millions of viral actions (likes, comments, and reshares), and the number is increasing more than 50% YoY. However, we found that these increases weren’t equally distributed. In fact, at the beginning of 2018, we were in danger of creating an economy where all the gains in viral actions accrued to the top 1% power users, while the majority of creators who don’t receive much feedback were receiving less than ever.” Which means that popular figures like Richard Branson gets orders of magnitude more feedback than the average person; he has millions of followers, so this is normal and expected. While it doesn’t work the same way for normal users.
To solve this challenge of linked team called “concentration of like” problem, they added a new algorithm element to quantify how much a user (when he posts an update) will appreciate getting feedback from a given viewer on his update. This means how much difference will it affect Bill Gates if I liked his linkedin update, versus how much would that affect a colleague or friend of mine? Apparently makes lots of difference to the later. Two interesting metrics used here are “total feedback received” per user to calculate the number of likes and comments he/she receive on the all posts.
Another interesting metric is “first likes given” which qualities how many times a user (feed viewer) likes a post that has no any likes yet. Based on this new suite of metrics linkedin confirms that the engagement around content is starting to be fairly distributed now. By numbers what happen so far is that 8% of all feedback was taken from the top 0.1% creators (Richard Branson, Bill Gates, etc) and redistributed to the bottom 98% and this lead to 5% increase in creators returning to post again interestingly.
“Creator love” metrics describe how the creator feels about the viewer’s actions. Courtesy of linkedin blog
This means that linkedin algorithm now wants to generate more engagement over your posts, which means that your personal brand would get much more exposure than before! With a well defined strategy and consistent presence with high quality content over linkedin, you got now more chances of new business potential.
Contact us today if you need any help with online marketing strategies