I decided to write this Linkedin post checklist because I have recently been experimenting with different posts on Linkedin. It was an attempt to try to develop a Linkedin post checklist that I could use with some success.
I am also going to admit it was real trial and error and some results were not as I expected. One or two posts I thought would be winners were in fact not very successful because I failed to understand a factor such as timing or complexity of language use.
The sample size was small, 20 posts in a 3 week period. It included business, social media Facebook type and personal related to Andrew posts.
What I found out was as follows:
1 – You do not have to include an image if you have a good short title
I posted two posts about the profile picture and my decision to make a change, first removing it and then a post after I added a new one where I said I just took a photograph and did not have a professional picture taken. In a network of 2000 connections, within 24 hours they both had over 1000 views on a public setting. There was no post to Twitter. What worked in both cases was the use of a personal but short title of c.40 characters in length.
Removing a 10 year old profile picture – 32 character length
2 – Video posts do not work as well as pictures when posting, not even this cutie Pandaloon a Shark Tank investor winner from the USA
In over 72 hours this video secured only 438 views and was in my humble opinion a flop. There wer no likes which surprised me. I did not do a compare and contrast post on Facebook and I did not post serious v funny comparisons close together. I do know a number of engineers in my 1st level contacts viewed it at home with their family. It could also be because I am not normally associated with such cuddly dogs and this type of post.
3 – How-to do something or a list related post does far better than a sales or current affairs post.
Here I thought I would use a mix of known trending content and my own mix of ideas. Informing people of changes happening with the Linkedin groups scored very low. I am going to be honest, informational was not good. It could have been the holidays or that people simply do not care. A simple how to use unsplash for creative commons pictures or suggesting the use of Canva for presentations and how to quickly spice up a slide scored the best. This may seem obvious to some yet at the same time it highlighted the boredom of stream updates and the importance of timing. unsplash did reasonably well.
4 – The day or time you publish is important
The use of Canva for presentations did much better on a Thursday than on a Tuesday two weeks later. I think because I posted it at an earlier time c.10am and not 4PM when only the USA is really at work scanning Linkedin for jobs or their Linkedin connection posts. Sunday afternoon European time worked well and strangely Friday afternoon was just a little better than Tuesday and Wednesday posts.
5 – Dumb down the English and lose as many technical terms or jargon as you can for ease of reading
The Flesch–Kincaid readability test level is the key to your post success.
If you use Yoast or other SEO plugins in WordPress you will be familiar with the readability score. This copy written in this blog post scores 66.8 in the Flesch Reading Ease test, which is considered acceptable.
Wikipedia have a fuller explanation and many people suggest you should aim for copy to be written so that an 11-12 year old can read it at school.
An “Easy” readability score of 80-90 is a good target to aim for, which if i am honest, I rarely meet.
I am not going to cover Twitter or Linkedin shares in this post, nor likes and how you can boost your post for maximum visibility. I would love to know your thoughts about the post, all contributions are welcome.