Social media can be a great tool in being part of a larger conversation. It connects people and businesses with their audience. Not all of us are social media rock stars, though. We’ve covered Facebook and Instagram, but this time we are going to talk about what not to do on LinkedIn.

Don’t ignore the authentic moments.

It’s easy to adopt a new persona on social media by curating content. Although, some businesses take it too far. LinkedIn is littered with articles and blog posts from Forbes and Business Insider. Share an employee’s success story or about a guest speaker at your next event. While LinkedIn is geared towards business and work culture, your content doesn’t always have to be dressed in a three-piece suit. Loosen up the tie now and then and show some truly authentic moments.

Stop posting just to post.

This is the “cocktail party” theory we’ve talked about before. If you’re constantly talking, no one will want to listen. Post enough to not have an empty feed, but don’t fill your feed with fluff. Think about your audience and why you are speaking to them. It’s easy to feel like everyone is yelling on LinkedIn. Remember that it’s still a social platform. If you are trying to spark engagement, then be engaging. Craft content based on your audience and listen to what they have to say. Thoughtfully produced content with true engagement will be more beneficial than constantly yelling into the ether.

Avoid canned content.

At the end of the day, LinkedIn is meant to be a helpful resource. If you’re posting the same Simon Sinek TED Talk as everyone else, your post will become white noise. Avoid posting the same canned content that pops up everywhere and start posting original content. Share case studies from clients or interviews with your employees. If you do find an interesting article, internalize it and share what you learned instead of sharing the article itself. Your content should be fresh and meaningful to your audience.

While there are numerous ways to use each platform, these simple tips will keep you on point in your use of the platform, your branding, and consumer engagement.

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