Socials are like any other comms channel. You need to work out how many of your target audience are there, are you already connected with them or do you first need to do the work to expand the connection base. Also, it is important to provide a mix of informative and/or newsworthy content. Don’t simply rely on straight promotional pieces on your latest product launch or expo that your are speaking and/or exhibiting. Remember in people centric socials like LinkedIn it’s valuable to share people stories like staff promotions, new appointments, etc.

LinkedIn is also ideal for publishing and sharing of your Thought Leadership articles, promoting other premium content like your latest video case study, white paper or awards accolade. Remember engagement comes from offering a mix of different  types of content with links into your website to continue their content engagement journey. Try to keep it as personal as you can, while not being too overt in your promotion of specific products and services unless it is in the context of an informative article or newsworthy development.