Why Blogging is so Interesting for Organisations in the LinkedIn Era

Two weeks ago I wrote a blog post about the pros and contras of blogging.

Blogging might benefit companies and organizations even more when they empower their employees to use LinkedIn (and other social media).

Like I wrote last week it starts for companies with rethinking the relationships with their employees first.

But let’s assume that there is enough trust, then LinkedIn might be a gigantic lever for a company when they blog.

Let’s look at some numbers:

  1. The larger the organization, the more people can contribute once in a while. If you have only 50 people writing 1 blog post a year, you already have enough content for a whole year.
    1. Remark: in reality you will see that there is a small group of people who are already writing and would love to contribute on a very regular basis. Just ask around who is interested.
  2. When you link your blog to your personal LinkedIn profile and your Company Profile it is automatically updated.
    1. If you are the only person working in your organization, the “leverage factor” is not so big: 1 blog post is shown on 1 LinkedIn Profile and on 1 Company Profile (if you don’t have one read the benefits of setting up a Company Profile). Let’s assume a person has on average 50 connections on LinkedIn and a small business has 30 followers via their Company Profile. Then the potential readership via LinkedIn is 80.
    2. But if you are working for an organization with 1.000 colleagues then the “leverage factor” increases to 52.000.
      1. 1.000 colleagues times 50 connections = 50.000
      2. 2.000 people following the Company Profile = 2.000

Of course, this is just the potential. Not everybody reads the blog posts on their connections’ profiles.

But you can increase the chances:

  • Ask everybody to mention the blog post in a Status Update.
  • Ask people who have a Twitter account to mention it there as well.
  • Ask (a select group of) people to post it as a Discussion in the Groups.

Big remark: people will only take these proactive steps if the blog posts are interesting and helping other people. So they need to contain free tips and they can’t be sales pitches.

In this way the potential readership can be increased even more.

Let’s assume that:

  1. 200 people share it via a LinkedIn Status Update times 50 connections: 10.000 extra potential views.
  2. 100 people share it via their Twitter account times 50 followers: 5.000 extra potential views.
  3. 50 people share it via a post in a LinkedIn Discussion with a membership of 1.000 people per Group: 50.000 extra potential views.

Result: in total we have 112.000 potential views.

Even if only 1% of the potential readers actually reads it, then your blog post still has 1.120 readers.

An extra benefit is that this blog post will end up higher in Google. Why? Google takes traffic to a webpage into account. As a result many more people will discover this blog post when searching for information on the web.

Not bad for 30 minutes work per year (assuming that you have a pool of contributors who write one blog post per year).

To your success !



One Response to Why Blogging is so Interesting for Organisations in the LinkedIn Era

  1. […] Last week I shared some insights and numbers to show how a blog might benefit large organizations. […]

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