Exclusive study by Simply Measured finds that engagement levels for one of the top PR groups on LinkedIn have cooled down, but the volume of content has stayed relatively steady.
▶ LinkedIn Through a Different Lens: Try not to lump LinkedIn in with some of the other social networks. It does PR pros no favors when they try to get their messages out and establish their senior managers as thought leaders. Sure, Facebook and Twitter tend to suck up a lot of the oxygen in social media precincts. However, for both brands and organizations, particularly in the B2B sector, LinkedIn may be the best PR vehicle available. “Senior PR managers shouldn’t lowball LinkedIn because this is the network for the senior employee,” said Kevin Shively, senior marketing manager at Simply Measured. “LinkedIn is a place for thought leadership and networking among seasoned professionals. The bar for content and conversation is much higher than it is elsewhere. LinkedIn allows this connection and expertise development like no other network can.” Simply Measured tracked engagement on the PR Agency Owners Association group for roughly three months. During this period, engagement peaked in late April before it started to decline. But, aside from a few dips, content posted remained steady, and therein lies the opportunity for PR pros looking to separate their company from the pack. “The great thing about Linkedin is the ability to connect with peers and experts in any industry,” Shively said. “[PR] groups serve more than 10,000 PR professionals, sharing hundreds of pieces of content.” Shively added that the most active time to engage with PR groups on LinkedIn is between 10 A.M. and 12 P.M., PST. “Any [PR] professional can leverage LinkedIn to create and engage in conversations,” he said. PRN
Source: Simply Measured
This article originally appeared in the June 2, 2014 issue of PR News. Read more subscriber-only content by becoming a PR News subscriber today.