Did you know that there are three ways to post on LinkedIn? Most users are surprised when I ask them this question. Are you surprised too?

In this short article I will describe the 3 types of posts and how they differ. Effective posting on LinkedIn requires that some combination of all 3 is utilized in order to reach the largest audience.

Users are most familiar with posting on the LinkedIn home page. It is similar to the home pages of Twitter and Facebook in that content flows 24/7. Also, the content is very diverse and random. Twitter and Facebook currently have more video content than LinkedIn. LinkedIn probably carries more articles.

The previously-mentioned platforms are similar in that content can be “liked”, commented upon or shared. The advantage of engaging in these activities is that they are seen as posts to your network. For example, if Bill likes Jane’s post, Bill’s network will seen a separate post saying that “Bill liked” followed by Jane’s post.

NOTE: Reposting others’ posts will get you seen by your network of connections just as if you created the post! Many get stuck in the belief that in order to post one has to create a load of content. It is possible for someone to simply repost and get seen all over social media. However, this is not recommended since that person will never establish a credible case for their own original content. I recommend reposting about one-third of the time.

TIP: It is important to “grab” attention to your posts on the scroll pages of these social medias. Pictures—unusual pictures—is perhaps the best way stop viewers from racing through the endless barrage of content.  Video can do the same if it is dramatic or shocking….and short!

The second type of post on LinkedIn occurs in Groups.  A group post is called a “conversation”.  Any member of a group can begin a new conversation as long as it conforms to the rules and focus of the group.

Group members can number anywhere from 5- 1.5 million and a LinkedIn user can join up to 50 groups and 10 subgroups!  This is, obviously, a more targeted way of posting. The two million+ groups on LinkedIn are specific in the topic chosen for the group.  Here’s an extreme example:

Marketing Pros – Largest Marketers Group: Digital Inbound Social Media Content Search Email SEO Jobs

Lastly, creating a permanent post is the 3rd way to post on LinkedIn. This article is an example of such a post.  The advantage of this type of post is that more content can be shared and a user can skillfully utilize this area to become seen as a thought leader or influencer.  Some users use this feature to produce more of a blog with frequent but shorter articles. Permanent posts can also be “liked” or commented upon.

TIP: Posts should be self-promotional only 10-15% of the time.  (There are some groups where self-promotion is not permitted at all.)   Primarily, posts should contain valuable information to the professionals with whom you are connected.  Be careful with posts that have religion and politics as the main subject. Someone will surely be offended or opposed to it.

By Gary Kissel | LinkedIn Strategist | Speaker | Author