Before we dive deeper into how LinkedIn can help broadcast your cause, here are a few nonprofits that are leveraging the platform to achieve their growth objectives. To build more context, check out part 1 of this blog series.
1. The Jackson Laboratory promotes events and celebrates big moments by hosting regular sessions through Live Videos.
2. Tying into current events, the United Nations Foundation advocates to fundraise and drive donations.
3. The Nature Conservancy shares excitement in onboarding new leaders, outline their achievements and welcome them.
If this inspired you, read on to know more about some recently released LinkedIn features and how they can help your organization scale with speed on social media.
1. Build an engaged employee community via the “My Company” tab
Your nonprofit can empower actively engaged employees and coworkers to become brand advocates on social media. Engaged and active members are influential in sharing your organization’s core values and messages to their audience and expand your brand’s reach credibly and authentically.
The LinkedIn “My Company” tab is an excellent tool to unlock this benefit and tap into the most powerful community – your employees. The “My Company” tab offers employee-only space to help coworkers feel connected and get engaged through conversations that matter to them. Alongside, it also helps your organization and coworkers to:
a. Share organic content curated by your marketing and talent branding teams
b. Track and measure employee advocacy with specific metrics
c. Celebrate one another through quick updates such as new hires and coworker milestones
d. Connect and interact with one another through suggestions based on employee location, team and shared coworkers
2. LinkedIn Marketing Labs
LinkedIn is a powerful tool for organic reach, but at the same time, it offers immense capabilities to advertise your cause using paid promotions. As per LinkedIn’s internal data, lead generation forms on the platform drive 5X more conversions than landing pages. You’re 6X more likely to convince donors through brand and acquisition messages in their feeds.
The platform has created a free online learning centre to help marketers like yourself to level up their LinkedIn marketing strategy. The LinkedIn Marketing Labs is an extensive e-learning experience that features on-demand courses on the basics of LinkedIn’s Campaign Manager and best practices on marketing strategies. The innovative tool guides users through relevant learning paths, helps to track progress and recommends courses.
You can visit the LinkedIn Marketing Labs hub and choose your primary focus, i.e. in which area you want to polish your skills. The platform will present a variety of courses at various levels of expertise. You can also check your knowledge on a specific topic with pre-course self-assessments before diving into the course. LinkedIn courses are pretty interactive with text and video, and the best part is these courses can be taken at your own pace, using the mini-lesson outlines.
3. Managing views and comments
We recently released a post about outsmarting social media trolls (check it out here!). In the age of digitalization, social media trolling is unavoidable and often discouraging. LinkedIn has recently addressed this issue by letting users manage views and comments on their posts. The platform also allows users to build their own feed to control better the type of content they want to get themselves exposed to.
Restricting views for individual posts
With the platform’s new control settings, you can specify the audience you want to engage with for each post you publish. LinkedIn now provides five options.
a. Anyone: Any web user active on LinkedIn or otherwise
b. Twitter: Share content with everyone on LinkedIn and also post to Twitter
c. Connections: Only supporters who are directly connected or follow your page on LinkedIn
d. Group members: Members of a LinkedIn group you belong to
e. Events: Attendees of an event you RSVP’d to
Restricting comments for individual posts
While posting content about some sensitive issues, you might want others to see it but still want to limit who can comment on your posts. You can easily manage this with a few options as follows:
a. Connections only: Only supporters who are your direct connections can comment
b. Everyone: Everyone on LinkedIn can comment
c. No one: You can restrict everyone from commenting
Controlling comments on LinkedIn will not restrict users from liking, reacting or sharing your content. It will only block them from posting comments on your post.
We hope that this two-part blog series on LinkedIn’s new features has given you better insights into this platform. If you still have questions, we are happy to help! Reach out to us by posting a comment below or follow us here.