Now that you have your brand’s social media strategy in place, it’s time to think…
All work no play? Not for LinkedIn. The job research company has been off to a busy 2019 with launching a significant amount of engagement tools for its users. Creating a fun, uplifting atmosphere is what social media is all about. Here are three ways that the new LinkedIn engagement tools are helping the company become part of that movement.
What are the new LinkedIn engagement tools?
In order to create more engagement with its users, LinkedIn created new reaction buttons for users to click on when they want to react to a post. Like, Love, Insightful, Curious and Celebrate are the five ways to show your affections for a colleague’s post.
Negative reaction buttons weren’t included in order to keep a more positive, uplifting community on the site. This has mixed reactions from its users, partially due to the fact of reliability and biases. For example, if a company were to post an update about a policy change or product launch, the company should be able to gauge how its followers were truly feeling about it. With this, some posts also may warrant a sympathetic or condolences reaction which wouldn’t be available.
However, LinkedIn assures that the new feature will only give props where props are due — a new job offer, a promotion or maybe even a successfully-lead event. More varied responses instead of the standard “like” will help measure the quality of social media marketing campaigns. The company also did its research when it came to the impact of this new strategy.
“This process included looking at what people are already talking about to better understand what feedback they wanted to express and receive — for example, we analyzed the top 1-2 word comments being used and what types of posts people are sharing most,” said a representative for LinkedIn. “We also conducted global research with LinkedIn members to get feedback on the specific reactions to ensure they were universally understood and helpful.”
The reaction feature will be available on both mobile and desktop and will roll out in the next few months.
We are 60% more likely to engage with our very own coworkers than with anybody else on the LinkedIn interface, according to LinkedIn. Because of this, the company created Teammates, which will allow users to compile your feed with immediate, important connections. This way users are engaging more with their community, rather than shuffling through anonymous and distant connections.
When it first drops on its website, members will only be able to add colleagues with the same company listed as their own. However, LinkedIn is working on expanding to reach sister or related companies in the future. When it comes to social influencer interaction, one way of ensuring proper notifications is to add followers to their Teammates list. Regardless of how a company will utilize this tool, LinkedIn has made sure we control what we see on our timeline.
Photo Tagging Feature
Tag, tag, tag. Although this is a small adjustment to the connection-building interface, other social media handles have had this tool available for years as a way of connecting communities. It’s pretty simple if you’re used to apps like Instagram. Simply click on where on the photo you want to tag the person, search for their name and tag, you’re it!
It’s worth mentioning that you don’t need to be connected to a person in order to tag them in the photo. Similar to Instagram, you can now tag users into a photo if you find it relevant or necessary to do so. This may lead to unwanted spam, but used correctly and it can become a strong engagement tool within the LinkedIn community.
After tagging, you’re more than welcome to add a fun, work-themed sticker to the photo, also included in this test launch.
It seems like LinkedIn is attempting to cluster popular social media trends into both mobile and desktop space, which some say could lead to a less professional atmosphere. But the whole point of LinkedIn is professional connections, so why not make those connections trendy and long-lasting?
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