What Matters 2022: Issue #5 — New LinkedIn Learnings & the State of Social

3 min read

Overheard at GMM HQ

“Decision makers and healthcare professionals are hungry for quality content from thought leaders—content that delivers valuable information, fresh insights, and deep expertise. Keep that top of mind as you work to build a loyal audience and attract potential customers by providing real value through your content.” — Holley Miller, on the latest blog, CEO Master Class: Using LinkedIn to Amplify Your Thought Leadership Strategy.

411: The State of Social and What it Means for 2023

It’s October, wow.

As scary as it sounds, 2023 is almost in our sight. And that means it’s time to start assessing the state of social now. What worked—and what didn’t? Brandwatch released its The State of Social report, which looks at trends, benchmarks, and insights, and provides a comprehensive overview for different industries. If that’s TL:DR, we’ve got the most important takeaways and insights to inform your life sciences company’s 2023 marketing strategy.

Make It Matter

Ben Franklin purported that in this world nothing is certain except death and taxes. But we argue the certainty of social media changes should be added to the list. Change doesn’t have to be a bad thing–as long as you use it to your advantage for social media content in 2023.

  1. Tuesdays and Wednesdays are the days with the most conversations mentioning pharma and healthcare brands. When strategizing your posting schedule, it’s great to know when your audience is open to engage in conversations. Although, you should always be responsive and engage with your audience any day of the week.

  2. Consumers positively receive healthy tips. It is vital to educate your audience about health-related topics. Common sense is not so common—all the time. A bridge closes the gap between misinformation in the healthcare industry and strong health literacy. And you establish a genuine connection with your audience by positioning your company as an expert who wants to share knowledge to empower patients and providers.

  3. Your organization should be building a positive company culture. The power of employee endorsements has a greater impact than you may think. How well you treat your employees is something they can and WILL rave about. And happy employees are more likely to engage and share with your company’s content online. This will amplify the impact of your results, especially on LinkedIn. 

  4. Support local organizations through endorsements and sponsorships. It’s important to always remember to take care of home. Take care of the roots of the company. Whether supporting local businesses, nonprofits, etc., announcing these sponsorships will grow your local support, which will, in turn, boost your human capital. 

  5. Community building is more important than ever before. As a legendary company, you should be promoting the category vision not your brand or product. Working with other organizations to serve a greater purpose and getting on board with the issues that matter most to your customers are ways to build community at scale. 

LinkedIn: “Don’t Hate the Player, Hate the Game”

LinkedIn is giving other social media platforms a run for their money. With LinkedIn’s increasing popularity, especially in the B2B world, how can you use these new features to your advantage?

Make It Matter

Here are the latest LinkedIn updates so you can play to win:

  1. Post Templates for LinkedIn Pages
    New day, new app to help you create compelling content—or that’s what it feels like. Now LinkedIn is making it easy to create rich content right in the app. Now you can post templates, which is essentially a graphic creator, right in the LinkedIn app! When using this feature, though, it can be harder to maintain your company’s branding. Grey Matter recommends using this feature for personal accounts until LinkedIn allows more customization with this feature to create branded content. This option is only available in the LinkedIn app. You can find this by starting a post, where you’ll see “Use a Template” as an option. 

  1. Pinned Comments
    Some good news: LinkedIn followed the wave and is allowing you to pin comments! PPinning comments can be a great way to control the comments you want your audience to see first. This is a great way to engage with your audience in the comments. You do this by selecting the three dots to the right of a comment and selecting “Pin comment.” 

  1. Page Commitments
    With this new feature, LinkedIn created a section on each page dedicated to highlighting your company values. Take advantage of capturing your success and how your work ties to your company values. As an admin for your company’s page account, you can access this by going to “Edit” on the company page, and under “About,” you should see “Commitments.” 

  1. Accessibility Upgrades: LinkedIn for All!
    LinkedIn has made major improvements to accessibility options. Now, LinkedIn automatically generates captions for videos, along with several other accessibility features like Alt Text for Ads and Accessibility Job Titles. 

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