SOCIAL
10 Tips to Boost Your LinkedIn Presence in 2021

LinkedIn can be a great channel to build your personal brand, and even establish yourself as an influential thought leader within your niche. But in order to maximize the benefits of the platform, you need to understand how it works, what generates best response, and how you can utilize its various tools to optimal effect.
To help with this, in this post, we’ll go over 10 things that you can do to become more influential on LinkedIn, including how much you should be posting, when to post, what to post, as well as how to take advantage of some of LinkedIn’s cool features such as LinkedIn Live, discovering hashtags by popularity and post analytics.
Follow these tips and you’ll be well on your way to building a stronger LinkedIn presence in 2021.
1. Post regularly but not too much
Maintaining a consistent posting process is important on LinkedIn – but posting too much can hurt your presence.
Through my research at Onalytica we’ve found that influencers who post more than 50 times a month on LinkedIn see an average of 26 engagements per post, while those who post between 30-50 times a month see an average of 56 engagements, and those who post less than 30 times see even more engagement, on average.

Based on this, we recommend posting at least 2-3 times a week – but no more than 30 times a month for optimal engagement.
When you post is also significant – try to post in the mornings, perhaps on your way in to work. Then you can revisit those posts later in the day/evening, to reply to any comments you’ve had and boost your engagement.
2. Avoid using lots of automation
Automation can be a great time-saver – but it can also be damaging to your visibility.
It’s easy, for example, to set up a rule saying, “if there’s a blog mentioning ‘X’ keywords, post it on my LinkedIn feed.” However, we’ve seen this used to the extreme, with some people posting hundreds of times per month.
As noted in the previous point, posting too much on LinkedIn can actually reduce your engagement, while LinkedIn’s systems can spot when people are using automation, and can hide your posts so no one will see them.
If you are going to use automation tools on LinkedIn, you should still look to limit the number of posts to no more than 30 times a month.
3. Share Video and Visual Content
Research shows that articles with images get 94% more total views. It’s not just including images though, you can also add videos, slides, or podcasts to a post – or even documents, which LinkedIn added back in 2019.
Documents can actually be turned into carousel posts on LinkedIn – if you upload a series of visuals as a document, LinkedIn will display that as a carousel which users can side-swipe through.

When adding content, it is worth noting that LinkedIn prefers users to upload their content directly to their platform, rather than posting a link to another site that hosts it. For example, if you’re posting a video, it’s better to upload it to LinkedIn, rather than posting a YouTube link.
4. Don’t just share your own content
The 4-1-1 Rule was coined by Tippingpoint Labs and Joe Pulizzi of the Content Marketing Institute. While it was originally created with Twitter in mind, it can also be applied to LinkedIn.
The rule states that:
“For every one self-serving post, you should repost one relevant post and most importantly share four pieces of relevant content written by others.”

By following this rule, you’re not just sharing your own content, but you’re also providing helpful insights relevant to your audience written by others. This can be industry thought leader content, news, and trends.
At the same time, it’s also important to add your opinion. Many people just like or share posts that they’ve read, or sometimes without even reading them. You can set yourself apart by adding your own opinions, questions, or other commentary within the comments.
Tell people what you think about the points being made in the article, and don’t be afraid to respectfully disagree with something and suggest a different point of view. This can start a debate, and you’ll find that the post gets a lot more engagement.
5. Don’t be salesy
Although you’re obviously looking to market yourself and your business, it’s best to avoid being too pushy on this within your LinkedIn posts.
For example, try not to post directly about your product, as it can feel like an advert and turn people away. It‘s better to engage in thought leadership-style conversations, and if people like what you’re saying, they’ll go and check out your website and product offering.
At this stage it is more about building relationships and making new contacts.
6. Go Live
Try LinkedIn live. This could be anything from a monologue to the camera, or a webinar with guests, or live streaming from an event.
Some 79% of marketers say that live video leads to more authentic audience interactions, while 82% of audiences would rather watch live video from a brand than read a social post.
LinkedIn live videos also see more engagement, with 7X more reactions and 24X more comments, on average, compared to regular video uploads.

7. Tag influencers and employees
When you tag another user within your LinkedIn post, they’ll get notified of the mention, encouraging engagement.
You don’t need to be directly connected to people you tag, you can tag people who are second-degree connections as well. It’s important, however, to only tag people who are relevant to the post, otherwise it could be seen as spam.
Be strategic in who you mention, and try not to over-mention the same people all the time. Don’t tag too many people in the post either – a post containing a long list of names looks a bit spammy.
8. Create LinkedIn-specific content
When you create a post, there’s a temptation to upload it everywhere – on your LinkedIn, Twitter, Facebook Pages, etc. However, keep in mind that you will have several of the same followers on each of those channels, and they’re going to see the same post from you wherever they go, which can quickly become repetitive and boring.
It’s much better to create original posts for each platform.
9. Use hashtags
Adding hashtags to your posts will help your content get discovered, as well as help LinkedIn to categorize your posts and differentiate them from other content.
It’s important to always add relevant hashtags, not just popular ones. When hashtags are used well it enables others to more easily find your content in their searches. Using hashtags will also ensure that when members are looking for information on a certain topic, your article will come up as one of the options.
Try clicking on ‘Discover more’ under ‘Followed Hashtags’ at the bottom of the left of your LinkedIn homepage to see a recommended list of popular hashtags related to the hashtags you follow. You can also access this by clicking on the hashtags you follow and then clicking the 3 dots and then ‘Discover new hashtags’.

What’s really useful about the recommended hashtags page is that it shows you the number of people that follow the hashtags, so you can prioritize those with the biggest following. It’s important not to use hashtags that are really niche with no followers.
10. Optimize your content based on Analytics
To access analytics on the posts you’ve shared click the ‘Me’ icon at the top of your LinkedIn homepage.
Under ‘Manage‘, tap on ‘Posts & Activity’. There you’ll see all of your recent posts, with an analytics icon below each. Here you’ll find real-time information on the posts you’ve shared, which can help you better understand your audience, as well as which posts have performed better than others.

With these insights, you can better understand if you were successful in optimizing your post to gain visibility with the right people. Make a note of which posts performed the best, and consider why they worked and what you can replicate.
Was it because you used a certain hashtag, or because you tagged a certain influencer? Was it because that particular topic struck a chord with people?
Once you have an idea as to why, you can experiment with replicating that style of post, and test to see if you get better levels of engagement or not.
LinkedIn continues to grow, and is likely to become an increasingly influential platform as we move beyond the COVID-19 pandemic, and into a new period of economic re-building. That will lead to new opportunities – and those that start on building their platform presence now will stand the best chance of capitalizing on this, and maximizing their potential on the platform.
SOCIAL
Paris mayor to stop using ‘global sewer’ X

Hidalgo called Twitter a ‘vast global sewer’ – Copyright POOL/AFP Leon Neal
Paris Mayor Anne Hidalgo said on Monday she was quitting Elon Musk’s social media platform X, formerly known as Twitter, which she described as a “global sewer” and a tool to disrupt democracy.
“I’ve made the decision to leave X,” Hidalgo said in an op-ed in French newspaper Le Monde. “X has in recent years become a weapon of mass destruction of our democracies”, she wrote.
The 64-year-old Socialist, who unsuccessfully stood for the presidency in 2022, joined Twitter as it was then known in 2009 and has been a frequent user of the platform.
She accused X of promoting “misinformation”, “anti-Semitism and racism.”
“The list of abuses is endless”, she added. “This media has become a vast global sewer.”
Since Musk took over Twitter in 2022, a number of high-profile figures said they were leaving the popular social platform, but there has been no mass exodus.
Several politicians including EU industry chief Thierry Breton have announced that they are opening accounts on competing networks in addition to maintaining their presence on X.
The City of Paris account will remain on X, the mayor’s office told AFP.
By contrast, some organisations have taken the plunge, including the US public radio network NPR, or the German anti-discrimination agency.
Hidalgo has regularly faced personal attacks on social media including Twitter, as well as sometimes criticism over the lack of cleanliness and security in Paris.
In the latest furore, she has faced stinging attacks over an October trip to the French Pacific territories of New Caledonia and French Polynesia that was not publicised at the time and that she extended with a two-week personal vacation.
SOCIAL
Meta Highlights Key Platform Manipulation Trends in Latest ‘Adversarial Threat Report’

While talk of a possible U.S. ban of TikTok has been tempered of late, concerns still linger around the app, and the way that it could theoretically be used by the Chinese Government to implement varying forms of data tracking and messaging manipulation in Western regions.
The latter was highlighted again this week, when Meta released its latest “Adversarial Threat Report,” which includes an overview of Meta’s latest detections, as well as a broader summary of its efforts throughout the year.
And while the data shows that Russia and Iran remain the most common source regions for coordinated manipulation programs, China is third on that list, with Meta shutting down almost 5,000 Facebook profiles linked to a Chinese-based manipulation program in Q3 alone.
As explained by Meta:
“We removed 4,789 Facebook accounts for violating our policy against coordinated inauthentic behavior. This network originated in China and targeted the United States. The individuals behind this activity used basic fake accounts with profile pictures and names copied from elsewhere on the internet to post and befriend people from around the world. They posed as Americans to post the same content across different platforms. Some of these accounts used the same name and profile picture on Facebook and X (formerly Twitter). We removed this network before it was able to gain engagement from authentic communities on our apps.”
Meta says that this group aimed to sway discussion around both U.S. and China policy by both sharing news stories, and engaging with posts related to specific issues.
“They also posted links to news articles from mainstream US media and reshared Facebook posts by real people, likely in an attempt to appear more authentic. Some of the reshared content was political, while other covered topics like gaming, history, fashion models, and pets. Unusually, in mid-2023 a small portion of this network’s accounts changed names and profile pictures from posing as Americans to posing as being based in India when they suddenly began liking and commenting on posts by another China-origin network focused on India and Tibet.”
Meta further notes that it took down more Coordinated Inauthentic Behavior (CIB) groups from China than any other region in 2023, reflecting the rising trend of Chinese operators looking to infiltrate Western networks.
“The latest operations typically posted content related to China’s interests in different regions worldwide. For example, many of them praised China, some of them defended its record on human rights in Tibet and Xinjiang, others attacked critics of the Chinese government around the world, and posted about China’s strategic rivalry with the U.S. in Africa and Central Asia.”
Google, too, has repeatedly removed large clusters of YouTube accounts of Chinese origin that had been seeking to build audiences in the app, in order to then seed pro-China sentiment.
The largest coordinated group identified by Google is an operation known as “Dragonbridge” which has long been the biggest originator of manipulative efforts across its apps.
As you can see in this chart, Google removed more than 50,000 instances of Dragonbridge activity across YouTube, Blogger and AdSense in 2022 alone, underlining the persistent efforts of Chinese groups to sway Western audiences.
So these groups, whether they’re associated with the CCP or not, are already looking to infiltrate Western-based networks. Which underlines the potential threat of TikTok in the same respect, given that it’s controlled by a Chinese owner, and therefore likely more directly accessible to these operators.
That’s partly why TikTok is already banned on government-owned devices in most regions, and why cybersecurity experts continue to sound the alarm about the app, because if the above figures reflect the level of activity that non-Chinese platforms are already seeing, you can only imagine that, as TikTok’s influence grows, it too will be high on the list of distribution for the same material.
And we don’t have the same level of transparency into TikTok’s enforcement efforts, nor do we have a clear understanding of parent company ByteDance’s links to the CCP.
Which is why the threat of a possible TikTok ban remains, and will linger for some time yet, and could still spill over if there’s a shift in U.S./China relations.
One other point of note from Meta’s Adversarial Threat Report is its summary of AI usage for such activity, and how it’s changing over time.
X owner Elon Musk has repeatedly pointed to the rise of generative AI as a key vector for increased bot activity, because spammers will be able to create more complex, harder to detect bot accounts through such tools. That’s why X is pushing towards payment models as a means to counter bot profile mass production.
And while Meta does agree that AI tools will enable threat actors to create larger volumes of convincing content, it also says that it hasn’t seen evidence “that it will upend our industry’s efforts to counter covert influence operations” at this stage.
Meta also makes this interesting point:
“For sophisticated threat actors, content generation hasn’t been a primary challenge. They rather struggle with building and engaging authentic audiences they seek to influence. This is why we have focused on identifying adversarial behaviors and tactics used to drive engagement among real people. Disrupting these behaviors early helps to ensure that misleading AI content does not play a role in covert influence operations. Generative AI is also unlikely to change this dynamic.”
So it’s not just content that they need, but interesting, engaging material, and because generative AI is based on everything that’s come before, it’s not necessarily built to establish new trends, which would then help these bot accounts build an audience.
These are some interesting notes on the current threat landscape, and how coordinated groups are still looking to use digital platforms to spread their messaging. Which will likely never stop, but it is worth noting where these groups originate from, and what that means for related discussion.
You can read Meta’s Q3 “Adversarial Threat Report” here.
SOCIAL
US judge halts pending TikTok ban in Montana

TikTok use has continued to grow apace despite a growing number of countries banning the app from government devices. — © POOL/AFP Liam McBurney
A federal judge on Thursday temporarily blocked a ban on TikTok set to come into effect next year in Montana, saying the popular video sharing app was likely to win its pending legal challenge.
US District Court Judge Donald Molloy placed the injunction on the ban until the case, originally filed by TikTok in May, has been ruled on its merits.
Molloy deemed it likely TikTok and its users will win, since it appeared the Montana law not only violates free speech rights but runs counter to the fact that foreign policy matters are the exclusive domain of the federal government.
“The current record leaves little doubt that Montana’s legislature and attorney general were more interested in targeting China’s ostensible role in TikTok than they with protecting Montana consumers,” Molloy said in the ruling.
The app is owned by Chinese firm ByteDance and has been accused by a wide swathe of US politicians of being under Beijing’s tutelage, something the company furiously denies.
Montana’s law says the TikTok ban will become void if the app is acquired by a company incorporated in a country not designated by the United States as a foreign adversary.
TikTok had argued that the unprecedented ban violates constitutionally protected right to free speech.
The prohibition signed into law by Republican Governor Greg Gianforte is seen as a legal test for a national ban of the Chinese-owned platform, something lawmakers in Washington are increasingly calling for.
Montana’s ban would be the first to come into effect in the United States – Copyright AFP Kirill KUDRYAVTSEV
The ban would make it a violation each time “a user accesses TikTok, is offered the ability to access TikTok, or is offered the ability to download TikTok.”
Each violation is punishable by a $10,000 fine every day it takes place.
Under the law, Apple and Google will have to remove TikTok from their app stores.
State political leaders have “trampled on the free speech of hundreds of thousands of Montanans who use the app to express themselves, gather information, and run their small business in the name of anti-Chinese sentiment,” ACLU Montana policy director Keegan Medrano said after the bill was signed.
The law is yet another skirmish in duels between TikTok and many western governments, with the app already banned on government devices in the United States, Canada and several countries in Europe.
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