Monday 26 September 2016

LinkedIn is Primed to be the New Corporate Blog (Friday5)

As brands vie for a piece of the fragmented marketplace of ideas, executive blogging is fast becoming the messaging vehicle of choice for organizations across the board. This comes as corporate blogging takes hold among more executives – a trend BRANDfog ascribes to enhanced brand trust. Tangerine Bank CEO Peter Aceto points to many benefits of executive blogging, including enhanced media relations, improved recruitment efforts and greater marketplace credibility, among others.

At issue in the current landscape, particularly with the advent of LinkedIn’s* open-publishing platform, is what property to leverage in building out this executive voice, with some CEOs swearing by corporate blogs, others subscribing to a LinkedIn-only approach and still others cross-publishing across a variety of blogging platforms like Medium and Quartz. It’s in this context that LinkedIn is now the most popular social platform for executives according to the latest Fortune survey.

Here are five reasons LinkedIn is now the blogging platform of choice for executives:

1. Audience

With its 300 million-strong following, LinkedIn offers a wealth of value from a traffic perspective. The platform’s built-in following befits executives looking to grow their network. For executives, the built-in audience means content is more likely to be read, shared and engaged with on the platform.

2. Ease of Access

Equally important in choosing online platforms is accessibility. It’s rare that influencers will seek out a corporate blog in search of industry insights, according to Chris Reed of eConsultancy. Reed, in advocating for a LinkedIn strategy, notes that users, many of which access the site via mobile, are more likely to engage with CEO content they can access without leaving the site to reopen a corporate blog.

3. Thought Leadership

LinkedIn’s user base, teeming with industry influencers, is best suited to executives looking to position themselves as thought leaders in their respective industries. Cricket Media CEO Katya Andresen, for instance, leverages LinkedIn to position herself as a champion of social justice – an effort unlikely to see as pronounced results on a corporate blog.

4. Engagement

For executives with resonant content to share, LinkedIn offers the added benefit of third-party validation. Though many corporate blogs include comment features, these tools see limited engagement and lack the popularity or social proof inherent in LinkedIn’s interface. Craig Newmark, founder of San Francisco-based Craigslist, sees marked engagement on his LinkedIn posts, many garnering over 10,000 views.

5. Costs

LinkedIn’s benefits extend to the site’s design. For executives eager to get blogging, the social network is ideally-suited with a built-in interface – one requiring no UX or UI investment. Posts, filtered into follower feeds, can also be accessed via author archives.

Indeed, LinkedIn offers a wealth of benefits to CEOs on social — not the least of which are lower costs and a built-in network of influencers. It’s in this landscape that social executives have the opportunity to not only connect with key publics, but also bolster brand trust.

*Edelman client

Image credit: Nan Palmero

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