Between 2011 and 2017, LinkedIn’s membership grew from 140 million to 500 million. In 2017 alone, LinkedIn grew by 100 million new members, most of whom are college-educated, advanced in their careers, and live in high-income households.
In fact, the demographics of LinkedIn members are nearly identical to the demographics of public media listeners and viewers (National Public Media).
But most of public media has failed to include LinkedIn in their marketing and fundraising strategies. Most stations focus on utilizing Facebook, Twitter, and Instagram, all of which having declining organic reach. The opposite is true of LinkedIn.
Encourage your staff to cultivate personal LinkedIn Profiles. It's the first step toward cultivating an active LinkedIn presence that draws in audience members and donors. Consider including staff LinkedIn URLs in station bios and email signatures as well. Another powerful outreach tool is to cultivate your station's LinkedIn Page.
How to Connect With Your Audience and Donors Using a LinkedIn Page
LinkedIn Pages are the best-kept secret in social media marketing and fundraising. Engagement and click-through rates are generally higher than on other social media and LinkedIn members are enthusiastic and participatory followers. If your organization hasn’t yet experimented with LinkedIn Pages, now is the time to get on board. LinkedIn has recently redesigned Pages, improved analytics reporting, and changed the algorithm so that Page updates are prioritized in the home feed. LinkedIn is investing significant resources into the LinkedIn Page tool set and some exciting improvements are likely to be revealed in the coming years.