Why do Company Pages perform less well on LinkedIn?

There’s been a lot of questions over the last few months from law firm, lawyers, and the professionals who work alongside them asking us whether or not company pages, perform less well than the individuals pages.

It’s a really good question, and my sense has been for a long time that there are a couple of reasons why LinkedIn Company pages don’t always do as well as personal pages.

The first reason is that people tend to write differently when they write for the Company Page. Quite often the language can be quite stiff, a bit mundane, and there’s no real sense of personality as applied to it.

There are of course exceptions. We’ve seen some wonderful posts over the last few months from certain firms. However, as you may have seen from some previous comments I’ve made that when we were reviewing this year’s law firm LinkedIn posts, we got to about the 15,000th before we saw the first question asked. That post was by Herbert Smith Freehills, which went on to get tens of thousands of impressions. By no coincidence, that was because it got a lot of comments. Comments drive impressions on LinkedIn.

The second major reason that your firm’s page or Company Pages, as they called on LinkedIn, don’t perform as well, is quite simple technical one: Company Pages can’t easily comment on posts that they are not directly tagged in or that they didn’t originally post.

If you’re interested in subject matter, or if you want to get involved in a debate on LinkedIn as an individual, it’s quite simple to join the conversation. Commenting as a person is what actually drives a lot of the impressions as LinkedIn sees that you’re interested in being part of a broader conversation. It learns what you’re interested in, and shows you more of that kind of content: it’s a virtuous circle. If you’re doing business development work as an individual on LinkedIn, then that’s what you should spend your time doing: The occasional original post for yourself, but a lot of your time should be spent on commenting and liking others’ posts.

Now, as I say, Company Pages by default can only comment on those posts that they already tagged in. They can comment on their own posts, of course, which is a bit odd, but they can reply to comments on their own posts which is of course best practice.

Can a Company Page comment on a post on LinkedIn?

If you’re looking to comment as the Company Page, there are several options available to you.

Option One

As per Jennifer Sargeant’s video below – involves a little bit of jiggery pokery.

In short, you need to have:

  • the post you want to comment on open;
  • your Company Page open – or at least you need to have the digits that identify your company in its LinkedIn url; and
  • finally, you need to have a blank tab open so that you can join these two elements together like this:

“Original Post ID” + “/?actorCompanyId=” + “Your Company Page ID”

Option two

Alternatively, you can install one of a few Chrome extensions which allow you to then choose which account you are responding from when you reply in LinkedIn. These are a workaround and they might get take down quite quickly.

Here’s an example of a Chrome plug-in to comment as a LinkedIn company page.

Results

These two methods remind us that we can engage with content from a company page. And if we do so with some personality, or by asking the right questions, or commenting “Hey look, this is a really good question but why don’t you come look at this report we’ve written some of which is really relevant” then you’ll improve your Company Page results.

I promise that if you spend time commenting and liking from the Company Page, it will get you a greater results for your Company Page. Then we can finally settle the debate as to whether or not individuals and company pages perform better

I hope you enjoyed this tip.

 

Can I tag someone in a comment on LinkedIn?

Is it possible to tag people in a LinkedIn comment?

Yes. If you want to tag someone in a LinkedIn comment, simply type @ then begin to type their name and select their name from the drop-down selections.

Is it possible to tag a Company Page in a LinkedIn comment?

Yes, it is. If you want to tag a company page in a LinkedIn comment, simply type @ then type in the company page name and select the right page / company from the drop-down list.

Sometimes, it’s hard to choose the right company when you’re tagging on LinkedIn so check out our tips.

Why would someone tag me in a LinkedIn comment?

To draw your attention to the post or maybe to give you recognition for something. It’s fine as far as LinkedIn etiquette is concerned but you might be penalised if they then untag themselves from your LinkedIn post.

How do I untag myself from a LinkedIn comment?

LinkedIn itself tells us that to remove a mention or tag of yourself, you need to:

  • Click the More icon in the top right corner of a connection’s post.
  • Click Remove mention from the list of options that appears.
  • Click Remove.
  • The post will no longer link to your profile although your name will remain in the comment (because it’s not your comment to edit).

Why would I untag myself from a LinkedIn post?

The content may not be relevant to you. The opinions expressed might not be right for you. You might not want to be associated with the person who tagged you. There are lots of good reasons to untag yourself from a LinkedIn post.

How do I tag someone / a company in a LinkedIn post

How do I tag someone in a LinkedIn post?

To tag a LinkedIn profile in your post, type the @ symbol and then begin to type their name. Once the list of names appears, you pick them from the list.

How do I tag a company in a LinkedIn post?

To tag a company in your LinkedIn post, type the @ symbol and then begin to type the company name. Select their name from the list when it appears.

Like this:

How do I tag a company on LinkedIn?

 

What is a LinkedIn handle?

The names or company pages are called handles. Like @Simon P Marshall – that’s mine.

Why is it sometimes hard to tag someone in a LinkedIn post?

LinkedIn can be a bit glitchy when it comes to tagging people or Company Pages. The best way to do it is to write @simon p marshall for example and then highlight that text and the option list of who to select will appear.

Why is it sometimes hard to tag a Company Page in a LinkedIn post?

To tag a company page in a LinkedIn post, you often need to know the name of the page before you start your post. So, you should research the company page first. Why? Because company pages are harder to find and you want to know that you’ve got the right one. Sometimes it’s necessary to type in the whole name just to get the tag option to appear.

Can I test out tagging a company?

Sure, feel free to tag us in a post: either @Simon P Marshall or TBD Marketing.

Should I tag someone in a LinkedIn post?

Is it a good idea to tag someone in a LinkedIn post?

The answer is both yes and no. If you tag someone, you’d better hope that they like and comment on your post. LinkedIn stakes a lot on it. If they like it, LinkedIn knows you got it right and pushes the post further. If they comment, further still (four times further). If you tag more than one person, each person needs to like the post for it to achieve the desired effect.

What should I do instead of tagging someone in a LinkedIn post?

It’s probably safer to issue the post and tag people in the comments, naturally, over time. “What do you think @Simon Marshall?” “I’m keen to hear your views @Jane Doe” Also, if someone untags themself, then LinkedIn will punish your post with fewer impressions.

Why do people tag others in their LinkedIn posts?

It’s a good way of recognising someone else, their contribution. It’s also a good way of bringing a post to their attention (see above for the risks though). Used correctly, it’s quite a social thing to do.

What if I still really want to tag someone in my LinkedIn post?

So, one trick might be to warn people that you’re going to tag them. Then they’ll either ask you not to or be primed to like and comment. Feel free to tag us and use our hashtag #Digital100 Find us on LinkedIn at Simon Marshall or TBD Marketing.

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