behavioral marketing, digital marketing, linkedin

Seven “deadly” sins on Linkedin

Dalibor Šumiga Behavioral marketing/Neuromarketing, Marketing

This “sin” isn’t even on the list, but it deserves to be right at the beginning of this blog – don’t flirt with your contacts on LinkedIn; it’s simply pathetic and immature. Switch to Tinder…

If, on the other hand, you’re not a person who sends their naked self-portraits on LinkedIn, you might find yourself in these seven very common sins on LinkedIn:

01) if you’re not an expert, don’t give advice

The proverb makes it clear: “Never take advice from someone you wouldn’t trade places with.”

But if you’re giving advice or writing on a topic, point out that you’re an enthusiast, not an expert. An expert is someone who does that work for a living, and an enthusiast is a person who, like a journalist, doesn’t necessarily have to be an expert, but compiles other people’s knowledge and selflessly shares it with others.

It’s funny if you hold a webinar as an expert on something you’ve never done in your life.

Personally, I avoid the term “expert” because it sounds like I know everything about the topic, but there is always room for improvement, so I prefer the term “specialist” – someone who’s narrowly focused on the topic.

02) if you’re conducting surveys, learn the basics of statistics

Poll posts have become “the thing” on LinkedIn, but they also require a certain statistical validity of the results. It is unprofessional to publish the results of a survey you conducted on a sample of 20 contacts, and draw some general conclusions based on that survey.

03) be an entrepreneur first, and then a life coach

Especially common with young start-up founders – they write more about “daily struggle” topics than about their start-ups. To be honest, with a few of them I don’t even know what they do because their profile is full of posts about what kind of person you need to be, how to deal with life challenges, etc. Be neither Gary Vaynerchuk nor Oleg Vishnapolsky; be YOU, show your expertise.

04) don’t be a B2B clickbait author

behavioral marketing, digital marketing, linkedin, clickbait

If you want to share knowledge with someone, an ebook, useful information, isn’t it enough to write: “Hey, here are some great statistics to help you in business. Download this document at the following link.”? What’s the point of posts like: “Comment YES if you want this document.”?

I don’t think it can get any lower than that… To me, that’s the worst thing on LinkedIn.

05) LinkedIn is (not) psychotherapy

You had an awkward situation with a client and now you’ve decided to blow the steam out on LinkedIn. If you no longer intend to work with that client, ok – write about him.

If you plan to continue building your business, LinkedIn (like any other network) is not a place to vent your anger. I understand you completely, but I haven’t heard of a client who said: “I saw your post about me on LinkedIn. I just realized how wrong I was and I’ll do everything to correct it.”

No, you’ll get a nice “f*ck off” and increase the chances of not being hired by other clients because they’ll think: “If I cross this person, they’ll smear my company on LinkedIn and me; I don’t want to take any chances, I’ll hire someone else.”

06) don’t be a troll

If you don’t have anything smart to write about, you better skip the post.

You came across a post for which someone spent time, money, knowledge, and shared it with everyone, and your comment on the useful info is something like: “You have a typo…”

If you intended to help, you could’ve written it in the inbox, or in a comment: “Very interesting post. Btw. you have a typo.” This way, you’re just trolling because you want to attract  attention to yourself on someone else’s post, or you just want to act smart in front of a wider audience. In both cases, you’re actually – a troll…

07) don’t use “they ask me often” if they don’t ask you often

behavioral marketing, digital marketing, linkedin, asking questions

If you want to share some useful information, just share it. The two people who asked you something don’t belong to the “they often ask me” group.

In my personal experience, I’ll write “they often ask me” if at least 5-10 people ask me a few times or draw my attention to a certain topic.

In the spirit of LinkedIn, I’ll end this blog with a quote:

“LinkedIn is no longer an online resume. It’s your digital reputation…”

(Jill Rowley)