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Social Media Sharing: Do IT Directors Actually Do It?

By Octopus Group on 15th April 2015

What’s the first thing you do after hitting ‘publish’ on your blog? Wait. Don’t answer. Instead, let’s think about what you want to happen next. You want your company’s core audience to read it, so you start sharing it on social media. But will they actually read and share it?

Our Tech Heads report shows that 62% of CIOs find informal recommendations and advice most useful when researching and making purchasing decisions. Roughly 1 in 4 of them will share what they find and LinkedIn is the preferred choice – I’m going to look at how you can increase your social sharing odds on there.

Focus on the most relevant one

Not all social media platforms are equal. Some are just more suitable for what you do than others. While it’s possible to tweak your message to match the tone of conversation for each one, it can be time-consuming to optimise your message for all of them.

So, if you’re on a tight deadline, prioritise the most relevant one. When it comes to senior staff in the IT sector, LinkedIn is the top dog among the major social networks.

CIO preferences for sharing content about IT products and services are:

  • LinkedIn: 26%
  • Twitter: 23%
  • Google+: 20%
  • YouTube: 15%

70 characters or fewer for link titles

Honing your actual message for IT professionals, as well as capturing the trusted voice style LinkedIn users have come to expect, is no easy feat.

Once you perfect it, don’t ruin your good work with an overly long title. If you’re posting from your company’s LinkedIn page, the title of what you’re linking to will be truncated after 70 characters. To put some context to that, this blog’s title is 54 characters. If it is over the threshold, then (after pasting the link) click the title and you can edit it.

Link descriptions should be no more than 250 characters

As with the title advice above, keep the meta-description of your content under 250 characters if you want to avoid the end of it getting the ellipsis treatment…

Publish once a day and bring the CIO your way

You can reach 60% of your audience by publishing 20 times per month, according to LinkedIn, so aim for about one post for every working day.

If you follow these steps, then you’ll be on your way to increasing your social shares. Download Tech Heads for more information about content marketing and IT buyers.

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