LinkedIn

LinkedIn Live Is On The Way

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Like Facebook, Instagram and Twitter before them, professional networking site LinkedIn is ready to join the livestreaming trend. In a conversation with TechCrunch, the Director of Product Management, Pete Davies, said live video has been the platform’s most requested featured. Now, that wish has been grated – at least for U.S. users.

Launching this week with invitation-only trials, LinkedIn Live will be available to those who request the feature via a contact form in the coming weeks. The functionality could be a huge benefit to brands covering press junkets, conferences or product announcements, but has the potential to create unwanted clutter from “entrepreneur gurus” and “leadership coaches” who often spam the site. Perhaps the approval process for acquiring the feature will set a precedent for video production standards.

The platform is reportedly working with simulcasting services like Wirecast, Socialive, and Wowza, among others, to develop API connectivity for professional broadcasts.

Be among the first to know when you can request LinkedIn Live by subscribing to our weekly newsletter.

Don’t Break the Internet: How Content Creators Can Fix It Instead

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2018 was a tumultuous year for social media. The Facebook algorithm shook up publishing habits for brand pages; Mark Zuckerburg, Jack Dorsey, and other social network executives faced congressional hearings; Twitter cracked down on millions of fake accounts; GDPR compliance rolled out across Europe; and we were all left wondering how to survive yet another breach of privacy or personal data hack.

The tech world is in a tailspin trying to figure out how global social media platforms can operate on a singular set of rules that will protect users, stop the spread of misinformation, and, you know, safeguard the legitimacy of democratic elections.

As new practices and policies pop up, the results rarely favor brands or businesses from a marketing perspective. Social publishers have noted significant decreases in organic reach, lower financial returns on their ad investments, and stagnated follower growth.

Many marketing agencies (Deph Digital Media included) are offering practical solutions: Focus on engagement! Increase your niche audience ad spend! Collaborate with influencers! But if we’re being totally transparent, these are temporary fixes to a much bigger problem.

In a recent episode of the podcast Recode Decode with Kara Swisher, Nicole Wong, who is a former legal director of products at Twitter and former senior compliance officer at Google, made an interesting observation about the shift in our online values. When Google began assembling the structure of the Internet as we know it today, they had three pillars of search:

Comprehensiveness – Users should have access to all of the information they could possibly want.

Relevance – When looking for specific information, or answers to questions, users should be delivered a pertinent response.

Speed – Responses should be generated quickly.

In the years since, Wong claims that social media has changed the way digital companies interact with their users. Their new principles consist of:

Personalization – As opposed to showing all available content, social algorithms provide users with information they believe the user wants to see, based off their interests and activity history.

Engagement – Rather than giving direct responses to queries or providing baseline data, social networks deliver content that is meant to keep users on their platform for longer periods of time.

Speed – Users still expect content and information to be delivered quickly.

If the past year has taught us anything, it’s what happens when social platforms are committed to these values. The consequences include woefully uninformed users, manipulative digital activities, and disastrous user experiences.

Somewhat naïvely, marketers have aided tech giants in building the crisis situation by not holding their content to higher standards.

Advertisers have, through overly broad interest-targeting, pushed promotional messaging under the guise of personalization. However, it is to the extent where users can’t pinpoint why they’re being shown certain ads, making the blind consumption of such media vulnerable to manipulation.

In order to expand their reach, publishers have flooded timelines with content that’s focused on virality with hopes of being re-shared and increasing engagements. Often, we’ve been guilty of trying to satisfy user cravings for instant communication by jumping into social conversations before having complete and accurate information, thus amplifying partial or inaccurate news.

Taking cues from Wong’s brainstorming session during the Recode podcast, here are three social content pillars that publishers should consider for 2019:

Accuracy – Content or information should be truthful, cited, and appropriate for the page’s audience.

Authenticity – Publishers should place quality over quantity and create content that users will resonate with, not simply react to.

Context – Due to the non-chronological nature of social, delivered content should be comprehensive and complete at all times.

Applying these values would not only impact a brand’s social output, but completely transformation typical marketing objectives. Companies would have to create super specific target audiences with the intention of building community, as opposed to increasing ROI. Link clicks would have to be earned by distributing wide-ranging and thought-provoking articles instead of late-breaking headlines that trickle out information in waves.

That may not sound like something content curators would want to get behind but, although monthly marketing reports may take a hit, studies show that 91% of customers value authentic social activity from brands they follow, with 63% of those customers likely to make purchases. If speed and virality has to take a backseat in order to reach those numbers, publishers are bound to concede.

Until that happens, or until social network executives take meaningful actions to fix their platforms, it’s up to the users and publishers. If all of the content online adhered to these standards, then perhaps fake news wouldn’t be an issue.

Explore The New LinkedIn Pages

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LinkedIn company pages have received their first major upgrade in quite some time. The platform unveiled a slate of new features that aim to make it easier for businesses to generate engagement and join topical conversations. Here’s a complete list of the new functionalities:

• Mobile Integration: Admins can finally post from and manage their company page from the official LinkedIn mobile app.

• Hashtag Association: In a move to increase the discoverability of relevant content, admins can now follow specific topics or hashtags as their page – making it easier to chime in when important industry conversations are occurring online.

• Document Sharing: In addition to updates featuring standard images or native video, companies can now attach documents such as PowerPoints or PDFs to their posts.

• Employee Engagement: Pages have the option to discover, interact with and share public LinkedIn posts from employees on the site, as well as any posts the company is tagged in.

• Recruitment Outreach: New Career Pages allow job-seekers to easily get a feel of a brand’s company culture by exploring job availabilities, team leadership, employee testimonials and more.

• Third-Party Benefits: Developers like Hootsuite and Crunchbase have been given enhanced access to LinkedIn’s partner API, allowing the sites to provide LinkedIn notifications and funding insights on their respective platforms.

Take advantage of these new features with a company page overhaul courtesy of Deph Digital Media.

Keeping Social Media Trolls Under The Bridge: A Six-Step Approach

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Everyone has an opinion. One of the unflattering aspects of social media is that those opinions, no matter how crude or baseless, can be amplified to the masses. Sometimes they’re valid, other times… not so much. Social managers should consider this six step process to avoid troll encounters and to handle uncomfortable situations when navigating the darkness under the bridge.

1. Monitor Your Social

Regularly monitoring the conversations occurring around your brand gives you the opportunity to stay in control of the dialogue. Take a look at your mentions on a daily basis to identify and respond to negative feedback that requires attention. The longer a brand ignores threatening posts or unsatisfied customers, the more their anger festers into something larger. Remember, the internet doesn’t take weekends off.

 

2. Stay On Task

Your time is precious. Don’t get trapped into arguing with every troll who wants your attention. Focus on responding to customers who voice real concerns and do so without using foul or hateful language. Block, delete and report anyone who jeopardizes the safety and inclusiveness of your online community.

 

3. Ask For Clarity

Sometimes the line between a sarcastic aside and a valid grievance gets blurred, especially within the confines of character limits. Give your audience the benefit of the doubt and kindly ask them to clarity their comments if you’re not sure of their intent.

 

4. Consider The Timing

During a crisis, you can never be too careful in your approach to formulating a response. After a national disaster or tragedy, delay any scheduled social posts or e-blasts and wait to respond to online messages. It’s impossible to know everyone in the audience you’re reaching and how they might be impacted by imminent news stories. Carrying on with business as usual can be tone-deaf and might subject your brand to further negativity.

 

5. Respond With Care

Trolls love emotional reactions. Use reason instead. If the intent of a comment was to bait you into an uncomfortable situation, de-escalating the conversation in a non-hostel tone will usually curb additional responses. If the comment was from a true customer, they’ll appreciate the professional nature of your reply. A cool, level head will always prevail.

 

6. Fix Your Mistakes

Everyone slips up occasionally. When a mistake is brought to your attention own up to it, provide a transparent explanation, and make a genuine apology. People are usually quick to forgive when a brand is honest about their blunders – especially if there’s a discount or other perk attached to that apology.

 

If you’re looking to establish a set of policies for handling social feedback, let Deph Digital guide you in the right direction.

Earning leads with LinkedIn

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When it comes to digital marketing, pretty much every business has at least one goal in common: Generating leads.

While Facebook and Instagram have kept busy mimicking the success of Snapchat, LinkedIn – an oft-overlooked social networking platform – has implemented a slew of features that make connecting with potential customers easier than ever before.

Let’s look at how you can utilize the updates to earn more leads.

1.     Spruce up your profile

Before you start reaching out to a new audience, make sure that both your company page and personal account are equipped with high-quality, professional photos or your logo. 29% of social media users admit to researching a company via their social pages before committing to a purchase, so complete your profile as much as possible and try to answer any frequently asked questions before they even come to mind.

2.     Connect with people nearby

Attending a conference or tradeshow alongside a ton of potential customers? Enable LinkedIn’s “Find Nearby” feature to see users within close proximity and make a connection request.

3.     Connect later on down the road

In some instances, it may cumbersome (or even rude) to pull out your phone in an attempt to look up someone’s profile. Add LinkedIn’s new profile QR code to your business cards to make it easier for contacts to connect with you in their own time. The scanable codes could be particularly useful for those with difficult to spell names.

4.     Identify your target audience

When making a LinkedIn post, target your ideal audience to ensure your content is being delivered to the right people. You can select people based on location, a specific company, a specific industry, the company size, a job title, and even specific skills.

5.     Make contact

Once you’ve identified and connected with potential customers, it’s time to make contact by way of InMail. A good first message should be more personable and less promotional. Note specific references from a user’s profile page and make their interests the point of conversation. Looking to go the extra mile? Add a voice memo to better communicate aspects of your personality that might otherwise get lost via textual translation.

6.     Keep engaging

As you build rapport with LinkedIn connections, the opportunity to convert ordinary conversations into leads increases. Like and comment on the status updates of your potential customers until you identify an issue where your product or service could be of use.

Don’t feel like putting in the work? Contact us and we’ll be happy to kick start your LinkedIn potential.