Why do some posts get loads of likes and comments and others don’t? Based on the research from the trio behind Share Wars and “All Your Friends Like this,” getting engagement on social media means the content needs to be either newsworthy, inspiring or “teaming”.
Out of the three, the most powerful content is teaming – content that people feel compelled to share because they agree with the cause, the values or the opinion you are expressing in your content.
Sharing the right type of content is a great start but you also need to ask your audience for their input and compel them to want to spend their time providing a response.
If you want a comment you need to ask a question and direct people to comment in your content. Remember, social media is where people come to put their best foot forward to look good in front of the people in their social network.
On LinkedIn, people want to look good in front of their colleagues or their business network – so asking people to share advice so they can showcase their expertise and brilliance is a better strategy then asking people to voice their struggles and problems.
But if you are going to ask people to share their challenges – then you need to share your challenges too. Be vulnerable, say what you’re struggling with, and you’ll find people opening up in the comments section as well.
If it’s on-brand for you to start an argument and be a bit of an agitator, then voicing a strong opinion on a divisive issue could be the right strategy for you. Ask people to share whether they agree or disagree.
Why does this engagement matter? Because the more engagement, the more reach and market penetration to grow your reputation in the market.
You might be thinking, “Yes, but I already have thousands of followers on LinkedIn.” But, even if you have a large network with thousands of people following you, only a small portion of your audience sees your content when you post it at first.
LinkedIn will show your content to more people if people are engaging with your post through comments, likes and shares (particularly in the first hour).
By using relevant hashtags that have many followers and asking your friends to engage with that content shortly after publishing your post you will reach more people in your network and beyond.
Lauren Kress, CEO and Founder, The Change Makers
