Print Management Insider Blog

What To Do After Your LinkedIn Article Goes Viral

Posted by West McDonald on Aug 27, 2016 1:32:26 PM
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Thursday August 18 2016 started like any other day for me.  As part of my role as Vice President of Business Development at Print Audit, I use Linkedin’s publishing platform to share my original content with my “connections”.  I posted a new piece, “5 People We Wish Would Stop Using Linkedin”.  
As I sipped my morning coffee I did what I always do after posting new material: I checked in to see how it was trending for Reads/Likes/Comments/Shares (At Print Audit we track KPIs on these and I would suggest you do as well!).  By the end of the day it had over 2,000 reads.  Fast forward to less than a week later and it had been read by over 24,000 Linkedin members! My first article went “viral”.  Here are some of the things you should look to do when your first Linkedin article goes off the charts:
 
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1. Likes, Comments and Shares: “Reads” are okay to let you know you’re being read, but Likes, Comments and Shares are where the gold lies.  For this post 1,299 Likes, 221 Comments, and 163 Shares in 5 days.

      • Likes:  You can click the “Stats” symbol (looks like a little chart to the right of your blog statistics) and see who is liking your posts.  Comb this for people you have been looking to connect with and take the opportunity to do so.  There is nothing like shared interest to gain strong connections.  Also, if you see members of your existing network liking your post, be sure to thank them.
      • Comments:  Take the time to reply to everybody who comments.  Social is all about the conversation and it’s important to keep it going.  If they took the time to have their voice heard you should let them know you appreciate it!  This will go a long way to deepen your professional connections.  Be sure to really examine the comments to see if there are any that can help you with improving your future articles. I’ve received ideas for another 3 blog posts from some great reader commentary.
      • Shares:  Thank them for sharing your content with others, because they didn’t have to!  Not only is it the right thing to do, this will encourage even more people to read your piece as well.  The more people that read your content the more likely that one of them might be somebody you could do business with
 
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2. Other content/articles will start getting read again: A surprising side effect of my article going viral is that my older content started getting read more too.  Likes, Comments and Shares increased for a few other recent pieces I’d written.  Make sure you look for those spikes and respond accordingly.  Look for readers who have read a few of your pieces in quick succession as they are expressing interest and could be candidates as leads.

 
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3. How thick is your skin?  No matter what you write you can expect to have some detractors and comments that criticize your position.  That’s okay!  Conversation is made better when varying viewpoints are at work.  My advice is to respond in a positive fashion with comments like “Thanks for your input, opinions of all types are not only welcomed but encouraged!”  Of course you’ll get a few classic “Haters” as well and for those you can simply ignore.

 
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4. Check your website statistics for spikes:  I always include a link to my corporate website in my “About the author” statement.  Check your website for additional traffic and measure it against the normal day to day.  Social is all about driving interest and lead generation so be sure you’re tracking it’s effect on your website and take advantage of it.

If you are a marketing or sales professional there is no single better way to start driving up your company’s visibility, to raise your rank as a trusted advisor and to increase lead traffic “on the cheap”.  I’ve been publishing to Linkedin successfully for a couple of years now and have been very happy with it’s overall value as a lead generation platform.  You never know when an article will go viral, hopefully this article helps prepare you for when it does!

Now it’s your turn!  Did one of your posts get featured or experience “viral” velocity?  What lessons did you learn?  What happened afterwards?  Your comments and opinions matter so be sure to post them here.

Topics: LinkedIn, marketing, sales

West McDonald

Written by West McDonald

West McDonald is Vice President of Business Development for Print Audit.

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