However, the goal should not be random publishing or collecting reactions. It is about long-term, systematic work with content that shapes how the professional community perceives you and, increasingly, how digital technologies themselves perceive you.
According to Patrik Schober from PRAM Consulting, it is crucial to clarify who is the real carrier of communication. If a company does not deliberately invest in its corporate profile, it makes more sense to focus on the profile of a specific person, whether it's the owner, the face of the company, or an expert representative.
"Approximately 80% of content on LinkedIn is created by individuals, while company pages account for 20%. 9/10 of content is also paid," says Vojtěch Forejtek from StoryMatters. Therefore, key information should be published first by company ambassadors. The content is naturally tested on their network and only then can it be published on the company page.
A personal profile can thus take on the role of the main communication channel, and the platform naturally favors posts from individual users. However, expertise is not proven by a title in the header, but by what and how a person shares over time.
Content already exists. The problem is its processing
One of the most common arguments is the lack of topics. According to Schober, it is more a matter of working with existing sources and material. "It is useful to look at communication through the PESO model (Paid, Earned, Shared and Owned media). From each channel through which the organization communicates, we can take information and share it further on LinkedIn," he explains.
Companies produce relevant content almost constantly, as they participate in conferences, provide interviews, publish case studies, prepare internal projects or newsletters. The difference is whether they can convert this content into a form that has added value and is attractive to readers and potential customers.
"If someone attends a conference, it's not enough to post a photo and write that I attended. From the perspective of building a personal brand, it is important to add content. That means what I presented, possibly what colleagues presented, and what new trends emerge from it," says Schober.
It is equally important to monitor where the target community actually is. "We can monitor what our professional community communicates, such as competitors, people from abroad, or colleagues from the company. It is good to be a member of discussion groups on LinkedIn or Facebook. If we want to influence the community, we must be where it actually is," he adds.
Content is thus not created artificially. It comes from practice, from recurring client questions, and from topics that truly resonate in the industry.
Relevance over reach
Forejtek also follows up on the importance of targeted communication, according to whom it is essential to stop confusing visibility with influence.
"LinkedIn is powerful precisely because it's not about large numbers, but about the right target audience. Connect primarily with people who have the authority to say 'I'll pay' or 'I won't pay' – decision maker, budget holder, or member of the decision-making process," he says. According to him, network building is a strategic discipline. Random expansion of contacts may increase numbers, but not necessarily business potential.
Forejtek also points out a common mistake. "When you send a connection request, don't send generic cover messages. You're reducing your conversion. As soon as you give the other party a choice through an explanatory message, they start choosing you. You should be doing the selection, not them," he explains. The key metric is therefore not the number of post views, but the quality of attention. In B2B, what matters is who sees the content and whether they devote enough time to it.
Visibility in the AI era
The reputational significance of LinkedIn is further strengthened by the emergence of tools using artificial intelligence. These connect information from media, public sources, and social networks to create a comprehensive picture of companies and individuals.
PR plays a major role in this, as AI today connects the world of media and social networks. If you are not visible there, you are not a potential choice. Websites as a standalone channel are gradually weakening.
LinkedIn continues to remain a unique platform precisely because of the combination of content, data, and direct contact. Today it has no alternative, because it offers the opportunity to connect with anyone, even on the other side of the world. Unlike other social networks, it allows you to see who is actually on the other side and what professional history, experience, and expertise they have. As a result, subsequent in-person meetings often have a different dynamic.
Article source here - https://www.pram.cz/cz/blog/obsah-na-linkedin-vetsina-firem-i-uzivatelu-uz-ma,-jen-ho-nevyuziva.html