What I Learned From Posting Everyday To LinkedIn For 240+ Days
Credit: Forbidden Planet 1956
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I didn’t naturally want to start posting to social media, LinkedIn specifically. In fact, I avoided it. Then I experienced positive results from regular posting. Here’s what I learned.
“…the effectiveness of social media on brand performance (e.g., sales, customer profitability, and cross-buying) can change, both positively and negatively, depending on customer participation and brand exposure on social media” the “unpredictable nature of consumer reaction on social media can cause a temporal variation in the effectiveness of social media.”
-”Synergistic effects of social media and traditional marketing on brand sales: capturing the time-varying effects,” Journal of the Academy of Marketing Science
Why Post To Social Media Regularly?
The situation is not stable. Sometimes your posts get engagement and sometimes they get ignored. Think of social media less like solid storefront and more like the wispy weather.
I’m not going to regale you with the latest me-too social media ‘stats’ touted by your local social tyrant-guru sweating and spitting about how it should be your entire existence starting now.
What I will say is that it allows for actual, unprecedented access to buyers 1-on-1.That means that
- You can deliver messaging directly to new customers (outbound)
- New customers can deliver messaging directly to you (inbound)
Inbound leads are one of the best products of posting to social media regularly. Just by posting regularly I’ve received:
- Emails from prospects that’d been ghosting me for 7+ months
- International inbound leads
- Award dinner invitations
- Interview requests
It’s a wacky formula that turns out to be totally true:
Visibility = Looking Like A Success = Acting Like A Success = Becoming A Success
And (fine!) If you need some stats to show social is worth your time, here are some from the B2B social media platform LinkedIn:
- 75 percent of the business-to-business buyers use social media to make buying decisions. (LinkedIn, “Social Buying Meets Social Selling”)
- 50 percent of B2B buyers use LinkedIn as a source for making purchase decisions. (Andersen Partners)
- 76 percent of B2B buyers prefer to work with recommendations from their professional network. (Entrepreneur Magazine Online)
- In fact, 90 percent of C-level executives say they never reply to cold calls or cold emails.(Harvard Business Review)
- Today, roughly two-thirds of the buying process is performed digitally, via online content.(Sirius)
Keep in mind, the products and benefits of posting can easily be yours. Nay, I say you can achieve even more, much more. You just have to post REGULARLY.
You can see me review a report on LinkedIn’s algorithm here:
The short version: LinkedIn rewards people who post regularly, with more attention and increases the attention they get when people engage with their posts.
The more you post, the less any individual post will matter. Sweat less about posting perfectly and focus on posting consistently. Have fun with it!
The Hard Truth No One Is Telling You About Social Media
Maybe that’s an exaggeration. Certainly, there’s sales expert Grant Cardone, who enthusiastically explains in “the 10X Rule” that thinking in terms of posting 1X a week won’t cut it. You want to think domination where possible.
The hard truth (that I’ve learned from experience) is that posting every once in a while will only lead to frustration — because who wants to waste their time on something that gets zero traction?
And while everyone (and their mom) is telling you that you must create knock-your-socks-off content, the plain reality is that
- No one really cares what you post at first
- When you start, people just want to see if you stick around, i.e. they’d like to build a relationship with you
- Early feedback skews negative (trust me, folks will let you know what you’re doing wrong)
- You don’t know what people really want at first (or ever 🙂
The most important thing I’ve learned from posting for over 240 days straight is that the biggest thing separating how posts are received are longevity and just sticking to the habit of regular posting.
I’ve seen some of my posts gather more attention and engagement versus a similar one from a business colleague — not because I had more interesting things to share — just simply because he’ll post to zero effect then disappear for months and then post again to zero effect.
That ‘s how I used to do the social media thing. What about you?
So, You’re Sold On Social, Now What?
Like most people, this is how you’re probably going about social media:
You read a book/attend a talk/webinar that inspires you to use social media for business.
- You create an elaborate plan based on expert recommendations.
- You post a few times without incident…
- Followed by decreased enthusiasm because of the lack of engagement.
- Followed by a falling out with social media.
- Followed by complete implosion of your social media posting initiative.
Here’s a different idea: skip the plan,
- Just try and post daily for 30 days straight and see what challenges you face
- Adjust accordingly
“No plan? How will you survive?” asks the reader of the latest business book.
Uh, does anyone else remember when this whole social media thing was about people finding their friends online and sharing relationship news? When did it get so serious?
I love it (not really) when another marketing/sales business person tells me how they’re going to go crazy posting on social media once they put a plan in place. My contention is if there isn’t any intrinsic passion/feeling/resolve/purpose there will be no consistent posting.
We pretty much do this with… everything as human beings, we forget that we learn via trial and error and (instead) pretend we can simply plan ourselves into a commitment.
Simple Tips For Posting Regularly To Social Media
Chrome plugin description:
“Buffer is the best way to share great content to Twitter, Facebook and LinkedIn from anywhere on the web, with just one click.
The Buffer Chrome extension allows you to schedule content to Buffer (https://buffer.com)
By using this tool, you will be able to visit different websites and schedule to Buffer directly from those other sites. This allows you to post the articles in front of you directly to social media, or to your social media queue for future scheduling.”
How I use it:
The Buffer app is a great tool for adding articles you’re currently to your queue for later sharing on social media. This keeps you posting interesting content regularly.
Chrome plugin description:
“Replace new tab page with a personal dashboard featuring to-do, weather, and inspiration.
New Tab page that gives you a moment of calm and inspires you to be more productive. Get inspired with a daily photo and quote, set a daily focus, and track your to-dos. Eliminate distractions and beat procrastination with a reminder of your focus for the day on every new tab. Join over 3 million users and get inspired to create the life you want to live.”
How I use it:
Whenever I have a lack of inspiration for what to post, I grab the latest motivational post from my Momentum tab and share it.
Kumar, V., et al. “Synergistic effects of social media and traditional marketing on brand sales: capturing the time-varying effects.” Journal of the Academy of Marketing Science, vol. 45, no. 2, 2017, p. 268+.