More than a million LinkedIn members have posted articles on the network’s publishing platform since the network opened the long-form publishing platform in February 2014. Users continue to upload more than 130,000 posts a week, by LinkedIn’s own estimation. The blogging tool enables LinkedIn, which recently accepted an acquisition offer from Microsoft, to diversify its offerings and become more than a digital resume hosting site.
LinkedIn now says its recent revamping of its publishing tool provides content creators more presentation options, an enhanced creative experience, and an improved distribution system. LinkedIn replaced its TinyMCE system with one based on Quill, an open source program that it says offers distinct technological advantages.While skeptics may view the revisions as merely a dashboard re-arrangement, social media experts say the changes improve LinkedIn as a PR and marketing tool. As with any changes, some users may complain and say they prefer the old way. However, as social media networks by their nature are continually evolving, it’s incumbent on PR and marketers to adapt to changes.
Tips from a LinkedIn Specialist
Melonie Dodaro, founder of Top Dog Social Media, offers advice on how to take advantage of the new system in a Social Media Today post.
Start with images. Add your image by clicking the + icon next to the photo and graph symbols. At least the interface is intuitive. A 744 x 400 pixel cover image is recommended. If you have a striking image or one created specifically for the post, keep it at this size. If not, you can shrink it by clicking the button at the bottom of the image. The tool also allows you to add a caption or credit.
If you copy and paste the post into LinkedIn Publisher from Word or Google Docs, copy and paste it into a text editor first to remove the formatting. The formatting can become skewed when pasted directly into LinkedIn Publisher.
One of the new main advantages is the ability to add images, videos, slides or embeddable items anywhere within an article. To do that, go to where you want to add the multimedia click the square with the “+” sign on the left, and then click the type of media.
Fiddle with images before uploading. You will no longer be able to adjust the image size within the publisher. If your image is larger than 700 pixels wide, the platform will shrink it to that size, but if you want your image to be smaller than that, you’ll have to resize it outside the platform.
The multimedia feature allows you to add video links from YouTube, Vine, Vimeo, TED, Getty and other platforms, as well as links to slide platforms such as SlideShare, Prezi and inVision.
Hashtag Enabled
LinkedIn is restoring hashtag functionality. Mobile users can now search for hashtags, and desktop users will soon be able to do so, notes says Andrew Hutchinson at Social Media Today. Users can now add hashtags to articles, making it easier for other professionals to search for content.
Precisely how LinkedIn distributes long-form content is opaque. LinkedIn publishers have noticed that their LinkedIn post reach has declined significantly over time, Hutchinson says. LinkedIn now says it shares posts with “with a subset of your connections and followers” — as opposed to everyone, which greatly reduces potential reach.
The platform initially shared long-form posts with first-degree connections and others based on engagement. Since then, its complex formula has reduced distribution, most likely to limit overtly promotional posts and spam. Distribution can improve through search. Use appropriate keywords in headlines and first paragraph to assure searchers can find your article.
Bottom Line: An overhaul of LinkedIn Publisher, the network’s blogging tool, provides several enhancements that can significantly benefit PR and marketing, including more publishing options and enhanced distribution through hashtags. The upgrades may prompt some content creators to take a new look at LinkedIn as a PR and marketing option. Whether or not users prefer the new interface, it’s important to stay abreast of fast-changing social media marketing opportunities.
William J. Comcowich founded and served as CEO of CyberAlert LLC, the predecessor of Glean.info. He is currently serving as Interim CEO and member of the Board of Directors. Glean.info provides customized media monitoring, media measurement and analytics solutions across all types of traditional and social media.
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