How to create the effervescent
t: Mastercourse Social media & AI. Become a certified social media expert in 9 sessions. Register
Many companies have their own company page on LinkedIn. That’s great, because it’s a great starting point to share valuable content. But unfortunately, that’s where it stops for most companies. That’s a shame and unnecessary, because if you really want to have an impact as a company, you can’t do without the effervescent effect.
In practice, I often see that 1 or 2 people (for example, marketing or HR employees) are responsible for dataset the use of that company page. The director or manager usually does not know how difficult it is to achieve your goals via that LinkedIn page alone. You need the support of many more employees.
The bath bomb effect
Can you visualize with me for a moment? You have a bath with water and a marble. You drop the marble in the bath and what happens? The marble falls to the bottom and stays there or at most rolls a little to the left or right. Nothing else happens. That marble is the content that is shared from the company page on LinkedIn. You post it, but it has little effect.
Attempt two. This time you don’t drop a marble, but a bath bomb. The bath bomb immediately starts to fizz and spreads across the entire bath in no time. This is comparable to the effect that content achieves when it is posted or shared by employees. A high, organic reach and approximately 30% more interaction than when you european union phone number communicate via the company page. That’s what you want: the bath bomb effect!
Bath bomb source: New Africa
People love people
LinkedIn is a platform by and for people and LinkedIn also finds human interaction very important. print media vs. digital media: which is better? This means that the algorithm responds positively to contact between people. The result: a company page is less valued and has a smaller reach. The average reach of a company page is about 5 to 20% (source: own research, see my book LinkedIn Power). Why? Because LinkedIn gives priority to content posted by people.
