LINKEDIN

PLAYBOOK
2018 FEB
WHAT’S INSIDE?

Introduction 3

LinkedIn 101 5

1.0 Tagging 7

2.0 Hashtagging 9

3.0 Captions 11

4.0 Still images 12

5.0 Videos 13

6.0 Sharing 15

7.0 Peak Periods 18

8.0 Crisis Management 19

9.0 How To Measure Success 21

Get In Touch With Us 23

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INTRODUCTION

Every day our company achieves great healthcare

outcomes for the Australian and New Zealand
population. But no one hears about it!

We want our audience to see and recognise our

achievements, which means we need to make sure we
are posting on social media frequently, appropriately
and effectively.

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 The average
B2B company is on
6 SOCIAL MEDIA
networks

– Content Marketing Institute 2017

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LINKEDIN 101

LinkedIn provides a professional

platform where posts
can be highly informative
and educational.

There are two ways in which this platform can be used:

1 Highlight company’s story, culture and service.

Share industry news, product milestones and

2
innovations of our business.

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On LinkedIn, our target audience is industry professionals
as well as past, present and future employees.

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1.0 TAGGING

When we interact with people and

companies it’s important that we
share it on social media. When we
share it’s important we tag.

This is a way of highlighting our

WHY? connections and as well as our
‘presence’ in the industry.

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 HOW? 2 steps to tag people in LinkedIn

p
Ste

Tagging on LinkedIn will ...

1 Widen the reach of your post by adding it to

global newsfeeds.

p 2 Give those included in your post the

Ste

2 opportunity to share it on their own pages.

3 Build a network and community online.

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2.0 HASHTAGGING
25 MILLION
Hashtags group your content
together.
LinkedIn profiles
Hashtags increase the reach of your posts, and allow
are viewed
individuals searching for a specific hashtag to view
related content, including your posts! every day
#DT

– Jeff Bullas, 2014

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 LinkedIn hashtags should be more
formal than other platforms.
Rule
Use them accurately to summarise your
main message.

Example:
“I had an amazing time attending the
#leadership breakfast this morning.
Thank you #DT for having me!”

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3.0 CAPTIONS

Whilst captions on LinkedIn One in three

can be more informative than
other platforms, they should still PROFESSIONALS
remain under 250 words.
on the planet are
ON LINKEDIN
Avoid getting too technical, you want to communicate
simply and clearly on this platform.

Directing your followers to a link for more information is a

good way of keeping your post short and sharp.

– Jeff Bullas, 2014

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4.0 STILL IMAGES

Any photos posted on LinkedIn

should be of a high quality. You can increase
We understand that using a high quality camera all the
time is not realistic. Snapping on your iPhone is okay if
your LinkedIn
the photos are edited afterwards. Device branding and
partner branding of any event or conference should be
views by 11 TIMES
by including
added as a professional touch on your photos.

Don’t upload unedited iPhone photos to a PHOTO

LinkedIn. Make sure you edit them first,
Rule even if it’s just increasing the brightness.

– Jeff Bullas, 2014

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5.0 VIDEOS

56% of all videos

Videos are a great way to bring
your stories to life on social media. published in the last
However… long and complex videos are not suitable! year are LESS THAN
People surfing on the web receive an overload of information, 2 MINUTES LONG.
are time poor, and have short attention spans, especially for
branded or business content.

– Hubspot 2017

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Video Posts
Exa

mp
1

le
Do not share videos to LinkedIn that are
longer than 2 minutes. Make sure they are
Rule easy to understand, emotive and engaging.
Exa
Using clinical videos may not resonate with

mp
2 your audience online.

le

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6.0 SHARING
Exa

mp
Sharing relevant content is Post

le
another way to engage with
your network and increase your
activity online.

Make sure you are supporting company updates on social

media by:

1 Following Device Technologies’ LinkedIn page.

Sharing updates that you find interesting or that

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are specific to yourself and your network.

Liking and commenting on social media posts

3 from your company that you believe are
exciting and thought-provoking.

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The average network
size of a company’s
employees is
10x LARGER than
the company’s own
network of followers

– LinkedIn Behavioural Study 2015

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Each employee of Device Technologies must ensure that their own LinkedIn page is up to date and active. This is a
fundamental aspect of supporting DT’s growing community online.

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 PEAK PERIODS

When should I upload my posts?

7:30 - 9:30am
7pm - 9pm 7am - 9am 12pm - 2pm 10pm - 11pm 9am - 5pm
4:30 - 6:30pm

First thing Last thing before I

In the evening Lunchtime During Work Commuting
in the morning go to bed

71% 57% 47% 39% 21% 18%

Sensis Social Media Report 2017

Consider your specific audience and their lifestyle habits when choosing a time in which to upload.

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CRISIS MANAGEMENT

Negative comments from

customers and competitors
online have great potential to
damage a brand.

It is important that we monitor our brand online and

respond promptly to any negative interactions.

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Guidelines:

More often than not, negative comments online

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should be responded to.

Aim to take the conversation out of the public

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sphere as soon as possible... Please consult
with your manager and Rachael Tyers prior
to acting.

E.G. “We are sorry to hear about your experience.

We would like to know more and see how we can
help further. Please contact us at _______@device.
com.au” or “We are sorry to hear this and have
contacted you personally to resolve the issue” (after
messaging them privately on whatever platform
being used).

Deleting comments is often perceived as a silent

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admission of guilt, so don’t do it.

Research has shown that customers actually view

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a brand more favourably if they can see a brand
has responded well to negative feedback, rather
than having no negative feedback at all.

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HOW TO MEASURE
YOUR SUCCESS

Are you doing well on social

media?

The best way to measure success across all social media

platforms is by measuring the engagement of your posts.

What’s an engagement?

An engagement is any like, share or comment on your

post. You can have a large amount of views, but unless
you have high engagement, your post has not resonated
with your audience.

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The Allergan post (pictured to the left) may have reached over 21,000 people, however it’s engagement level is 2.51%.
The Pinnacle Club post (pictured to the right) had lower reach than the Allergan post (9601 people reached), yet had a
high engagement level of 4.86% . Hence, the Pinnacle Club post performed better than the Allergan post even though it
reached less people.

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WE WANT TO HEAR
FROM YOU

If you have industry, product,

customer, company or team
news, we want to know about it
so please contact us.

Rachael Tyers rtyers@device.com.au

Sami Sloane ssloane@device.com.au

Likewise, if you have any questions or queries regarding

the use of social media, please don’t hesitate to contact
us. We look forward to hearing from you!

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