Social media platforms are constantly changing and updating features, algorithms, and so on. Since social media is such an important part of the business world and our personal lives, it can be extremely beneficial to stay up to date with the changes in algorithms. This chapter in specific focused on marketing with LinkedIn, but I want to highlight the section on LinkedIn algorithm in this post.
The most recent update to LinkedIn’s algorithm occurred in 2019, the new changes shifted priority content from people you know and topics you care about. We’ve seen similar algorithm qualities in platforms like Facebook. I found the break down of what factors go into ranking posts to be extra interesting. The first step to effectively utilizing a platforms algorithm is understanding the factors that influence it. So, LinkedIn’s algorithm really focused on the people you know, your interests, and the things you engage with.
When it comes to people you know, this mainly consists of those you’ve directly interacted with and how their profiles correlate with your own. On the other hand, the focus on your interests includes any hashtags, people, and pages you follow. Lastly, the things you engage with is made up of the probability that you will like, comment, or share a post. I found it particularly interesting that the algorithm favors longer comments as opposed to shorter ones. I feel like other platforms tend to focus on the amount of comments rather than length of comments. However, considering that LinkedIn is a platform for experts and professionals, it only makes sense to encourage deeper industry related discussion in the form of lengthier comments.
Overall, the chapter was full of great insights regarding LinkedIn and it was exciting to learn more about the current algorithm. I can absolutely see the importance of using LinkedIn whether it is for professionals or businesses. And I really think that keeping up with algorithm changes is what will help set up your content and profile for success.
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