Many professionals want to increase their standing among potential clients, so they’re seen as the The Go-To Expert. LinkedIn is a brilliant tool to help, especially the LinkedIn post facility. But what’s the difference between a LinkedIn post and a “normal” update?

LinkedIn posts are chocolate - tasty and tempting....

Let’s get networking.

You are probably familiar with the many networking groups that exist to help you grow your business. You are thus very likely to have come across the “elevator speech” or the “networking 60 seconds” (or a similar time period). The purpose of these is to intrigue, inspire to action and or get noticed (for the right reasons). We’ve written several articles on how to improve them.

It’s quite possible that in your networking meetings you’ve sat through (or presented) 10-15 minute presentations on your business. The purpose of these is to give much more information, demonstrate your credibility, help the group get to know you and they’re best when the other group members learn something useful and interesting at the same time. A graphic designer might present something like “5 basic design principles you can use in your business”

The LinkedIn update.

Typically done at the beginning of a meeting, each person in the room gives a short (40-60 second) presentation about themselves. These presentations are short, to the point and work best when they give something interesting rather than being a simple broadcast/ advert. How many times have you sat through 20 peoples 60 second adverts and tried hard to stay awake?

Think of your LinkedIn update (or status update) as this week’s 40 second networking presentation. A LinkedIn status update gets shown to everybody you’re connected to on LinkedIn, if it’s too long they won’t read it, if your updates are always plain old “advertising” – people will stop reading them and if I’m scrolling down my LinkedIn timeline I’m looking for something to grab my attention (I’m sure I’m not the only one).

If you use Twitter or Facebook, you are familiar with short updates – that’s the LinkedIn status update. A simple broadcast that might include a link for reference.

The LinkedIn post

A bit later in most networking meetings there is often a 10-15 minute presentation by a group member. You’re aware of what good ones and bad ones are like; a good one

  • Provides something interesting to the room
  • Shows how knowledgeable you are (in a useful and practical way).
  • Puts across a bit of your personality
  • Makes it clear how you help your clients and why you should be referred (without it being a sales pitch).

That’s what your LinkedIn post is like. There are two differences:

  1. You can do a LinkedIn post more regularly
  2. Good LinkedIn posts get viewed by more people than you are immediately connected to.

The other great thing about LinkedIn posts is that you will possibly get more readers than you do on you own website. They stay around for much longer, and remained attached to your profile so other people can always find them. A great way to demonstrate your expertise.

Where LinkedIn posts fail is when they’re too short, boring, just advertising or don’t leave the reader thinking they’re found something out. Click here to read more about bad LinkedIn posts. Isn’t that just like a networking presentation?

What’s the best LinkedIn post you’ve ever read?

Jon BakerWritten by Jon Baker The 5-50 Coach. I help professionals grow their firms from 5 to 50 employees, sustainably, profitably and still have fun. Networking is a key part of getting great results in small firms. If you want great networking tips sent to your desk once a month, click here and I will start sending them to you, so you can make a real difference to your referrals.