Are you sharing too much?

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The average social media user spends over two hours each day in cyberspace. While many of those users may not write their own content but use platforms such as LinkedIn to like and share articles by other people, business leaders should still be cautious of ‘over-sharing.’


By Sara-Anne Mills-Bricknell, account executive at Stone Junction

It can be hard to know what the best kinds of content are to post and which you should avoid. Especially as most social media is marketed as a platform for us to express ourselves by sharing our interests and opinions.

It’s important to remember, however, that LinkedIn is very different to Facebook and Twitter. As a professional network, your LinkedIn connections will consist of industry peers and existing and prospective customers, not all of whom will share your view of the world. To limit the chances of damaging those professional relationships, there are two key things to remember.

The first is that it is a good idea to avoid controversial posts, especially those with negative connotations. This is not to discourage you from sharing your opinion on a relevant or trending topic, but simply just to remember that LinkedIn is not the correct platform for this type of discussion.

Sharing or posting anything that positions you on an opposing side to your own client’s opinion, could hurt your business relationships and personal brand.

This may seem extreme, but many of us are unable to refrain from judgement when hearing something that we don’t support. Decision makers choose to do business with those they see as like-minded. So, don’t leave room for doubt in the minds of your online professional network.

Another tip is to remember that, while LinkedIn is arguably the best platform for B2B, this is only true when it is used effectively. Many businesses make the mistake of using the platform to share sales material and not as a space to build relationships.

While some businesses can make direct sales on LinkedIn, most will need to build relationships by engaging with their connections, so you can move the relationship to a place where you can have a sales conversation — usually offline.

One way to do this is by re-purposing any PR content your business creates and publishing it to your connections to educate and showcase the company’s specialities. Sharing content that directly speaks to the reader and is relevant to their industry will have your all-important prospective connections engaged.

Remembering how to differentiate and respectively represent your personal and company brand online can be a challenge. If you want more information about the best way to market your business through LinkedIn contact me on +44 (0)1785 225416 or e-mail sara-anne@stonejunction.co.uk.

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