With 300 million users, LinkedIn is the internet’s third most popular social media site. It’s a social network for business professionals who are interested in creating career connections and learning more about their industry. Most of its users are over 30 and 69 percent of them have a college degree. They are also uniquely engaged with site content, in a way that far exceeds Facebook or Twitter. LinkedIn users are 50 percent more likely to buy from a company that they follow on LinkedIn and four times more likely to visit their website from LinkedIn than from either Facebook or Twitter.
In 2012, LinkedIn began publishing original content by distinguished business writers and personalities: Richard Branson, Jack Welsh, and Airanna Huffington. LinkedIn referred to them as “thought leaders” or “influencers.” Earlier this year, LinkedIn decided to open its publishing program to its entire user base, which means that every LinkedIn member can now write with the hope of becoming a prominent Linkedin-fluencer. Click the pencil icon in the “Share” box on your LinkedIn page to launch the program. Completed articles appear on your profile and are shared with contacts in your network. If enough people read, like, or share them, LinkedIn will begin sharing them with users outside of your network in an ever-increasing circle, and perhaps even to the entire site.
With so many other users competing for attention, creating quality content is obviously the biggest challenge for any LinkedIn publisher. So, how do you stand out from the crowd?