[author: Gavin Sym]
Are you wasting time sharing content to company pages? Maybe.
Company pages just aren’t very effective. LinkedIn is all about the users. LinkedIn users care most about other users. It’s time you do, too.
Nobody Looks at Company Pages
When was the last time you woke up in the morning, opened up LinkedIn, and thought, “what did X company say on LinkedIn today?”
Never. You have never done that. Unless maybe you work in PR?
LinkedIn is all about connecting with your peers, people with shared interest, skills, or work experience, and having a conversation. Companies on LinkedIn are simply a vehicle to make the work history on individuals profiles a bit more enhanced.
The idea that a company page (and this is excluding incredibly large and famous companies, like Apple or Microsoft) will garner a loyal and interested enough audience to make your content successful is dangerously ignorant. What you’re really doing is giving your content a place to die.
Secondly, we have to look at the LinkedIn algorithm. When you share on a company page, LinkedIn de-prioritizes your post on other users feeds, meaning they are less likely to be seen on someone else’s feed.
Employees Get Connections, Companies Don’t
But, on the flip side, employees have real “followers.” They have peers who constantly view their posts, because unlike company pages, normal user posts are boosted in the typical users feed.
Now, you may be wondering why LinkedIn has…