LinkedIn has recently announced that it is experimenting with including posts generated by artificial intelligence (AI) in people’s feeds. It’s raised some concerns from frequent users, but it’s logical test for LinkedIn.
It will tick the box to create more content. It may even encourage people to post more. From LinkedIn’s perspective, users are already testing ChatGPT as a way to generate content, so why not cut out the middleman?
I’m not sure it’s going to be as transformative an experiment as some are worried about. In the end, it probably won’t be an effective way to create more content that other users actually want to consume. As I’ve written before, people don’t come to LinkedIn to be sold to, to read advertisements, or to hear company news.
Rather, they come to LinkedIn to connect with people on a human level. They want to find experts to answer their questions, keep up-to-date with industry trends, and hear what their professional contacts are doing. Posts generated by AI simply do not feed the need of human-to-human connection.
That said, the idea highlights an important point. In a virtual world, especially when you’re short of time, it’s tempting to simply churn out content without much thought. The “fly-by post”, where you post and leave, is tempting. You think the box ticked, and job done, right?
But by short-changing your engagement you are missing out on the real long-term benefits of LinkedIn.
Leverage LinkedIn to Create Your Human Connections
If your content and engagement strategy doesn’t bring in your individual perspective, you might as well be using ChatGPT. Instead, you goal is to connect and build relationships with customers and prospects. The focus is on sharing that comes from a place of authenticity and trustworthiness.
I’ve worked with salespeople for many years on this, but the same issues apply to experts in any field when sharing content on social media platforms.
Here are five top ways to build trust and authenticity in a virtual world.
- Show Interest in Others
When you first meet someone in real life, you don’t immediately launch into a technical spiel about your company’s products. So why would you do that on social media? You need to build the foundation of your relationship first. You need to do the same with your LinkedIn network.
Comment (genuinely) on other people’s content in a way that increases its value to them and to others. Share and build on their ideas. In other words, engage with other people first—and then people will engage with you.
- Show that You're Listening
By commenting, you are also filling an important relational need. We all like to be heard—but how do you show that you’ve been listening? There is a saying in medicine that the patient will always tell you the problem if you listen hard enough.
The same is true in any line of business. If you listen to your customers and prospects, they will tell you about their problems. You can then start to reflect those problems back to them with potential solutions.
- Use SAS Marketing Content – and Make it Your Own
SAS spends a lot of money creating marketing content, so why not use it? However, potential customers want to see more than just “SAS commercials” from you.
When you share, add value for your audience, based on your own perspective and expertise. For example, you could share information about the keynote speakers at a SAS event, and add something about why you’re looking forward to hearing one or more of them.
- Show a Complete Story on Your Profiles
It is not unusual to come across half-finished social media profiles: a LinkedIn profile containing information about a few jobs, a half-hearted attempt at a summary, and no photo, say. Too often these are often the profiles of professionals who are extremely eminent and influential in their fields. They may feel that they don’t need social media because they are so well-known.
However, it prevents new contacts and followers from making a connection. If they can’t research you to build a mental picture of you and your work, they’re left out in the cold. A complete LinkedIn profile can make all the difference.
- Find the Balance of Personal and Professional
The question is, how much of yourself should you share? We are genetically programmed to build links with people who are like us. When we meet someone new (including via social media), we look for connections. That might be people that we both know, or interests that we share.
Should you therefore put all of your interests on your professional social media profiles? Yes—but also no. Just as we gravitate towards those like us, we tend to move away from those whose values or interests are very different. You can therefore put people off with the wrong first impression. The key is to remember the context. Don’t hide your personality from your professional network—but find the right time to share.
Maintaining a Digital Presence is a Win for Data Scientists and Educators
The world of data science is becoming more crowded. Whether you are an in-house data scientist, a specialist contributor, or an educator, a polished LinkedIn presence can help you stand-out. It can also help you convey credibility to persuade your stakeholders. An investment well worth making.
