THE ANATOMY OF INFLUENCE:BEST PRACTICES OF COMMUNICATING ON LINKEDINSenior ThesisBy Raynisha Thompson

THE EVOLUTION OF SOCIAL MEDIA

PERSONAL • Postal Mail Service has its

ups and down but yet they still need social media

• Platforms like YouTube have even sent some straight to the big screen

• Facebook and Twitter have become the go to for news and television • Social Media has

introduced us to the beginning of virtual reality

PROFESSIONAL • Local & National Businesses

have created APPS to display weekly ads, rewards and

coupons.• Educational Institutions have

adopted the style of social media to enhance online

campus communities.• Hiring and recruiting has moved to different styles of

platforms such as video interviews

FREE Promotional Advertising

& Marketing

Space

THE WORLDS LARGEST PROFESSIONAL NETWORK

OFFERS…

JOB LISTINGSAPPLICATIONS

ONLINE RECRUITING SKILLS ENDORSEMENT PUBLISHING PLATFORMS

INFLUENCERSADVERTISING AND PAY FOR

RESEARCHSECURITY AND TECHNOLOGY

Reid Hoffman founded LinkedIn December 14, 2002 in Mountain View, California.

PURPOSE…What are the best practices Influencers use to strategically

develop and maintain an online audience?

The purpose of this study is to explore the posts of top LinkedIn performers to seek out winning patterns pertaining to how they post, what they talk about and how they format

their discussion.

FIGURE 1: UNIQUE VIEWS (FREQUENCY, AVERAGE).

Figure 2: Likes (Average, Frequency)

Figure 3: Comments

Figure 4: Unique Shares (Overall)

Figure 5: Choice of Day of the Week for Posting.

Figure 6: Hyperlinks (Frequency, Average)

(HYPERLINK)

Figure 7: Pictures in Posts (Frequency, Average).

Figure 8: Video in Posts.

CONTENT ANALYZED The following broad themes or content areas were found in

the 111 posts under analysis (in no particular order):• Healthcare and wellness;• Women’s wellness issues and work-related issues;• Marketing, market research, promotion and branding;• Self-promotion, self-branding and careers, career advice, recruitment

and hiring;• Culture – both of social and workplace variety, culture change;• Travel and cultural experiences.

STEPS TO PLATFORM ENGAGEMENTUnique Views • Market your post !

• Views exceed Likes!

Resonance • Likes are Unpredictable!

Engagement

Amplification SHARE = AUDIENCE INTERESTSHARE = THANK YOU ADVERTISEMENT

•Comments drive conversation, feedback and critiques !•Reach out to your audience to receive the feedback you need to move forward