Why editors and journalists must take LinkedIn seriously
A large percentage of journalists and editors give not a lot of oxygen to LinkedIn - and it is to their detriment., writes Sue Parker, the owner of Dare Group Australia.
Reputation, competence and trust are the success trio for editors and journalists. Amplifying these for reach and influence is the glue of relevance and sustainability.
Taking LinkedIn seriously in 2022 is a central element in cementing a trusted market presence and valuable network. It’s especially salient for newcomers and professionals who have relocated, moved organisations or reporting beats.
The media and journalism landscape is always fast moving and competitive and often cutthroat. Finding unique stories and responsive reliable experts and sources is an ongoing challenge.
And just like job interviews, yarns and sources are a two-way street. All sides must want to play together which derives from mutual trust and value.
But journalists and editors don’t always fare brilliantly in the trust and ethics stakes. Like any profession there are good, ugly, bad and brilliant. It’s not always logical nor linear but an industry perception nonetheless.
Perceptions equal reality until disproved which provides opportunity to invest effort to quell distrust by sharing their personal and media brands.
Perception research
Before diving into the benefits of LinkedIn, let’s take a look at some recent research.
In Roy Morgan’s Image of Professions 2021 survey, only 15% of Australians rated journalists as having high to very high ethics and honesty.
The Governance Institute of Australia’s Ethics Index 2021 Report found only 32% of respondents rated the media sector as somewhat to very ethical.
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This can often translate into a reluctance to engage with editors and journalists. This also speaks to issues of securing top reliable experts and companies that will add (or spearhead) stories.
Many great journalists can lose sources because of a fear of being misquoted. Raising the visibility and transparency of journalists will go a long way to minimise that as will communicating the way they operate as people to give comfort.
In a world where yarns, news and ethics plays an integral role in business there is no more pressing time for editors and journalists to lift the ante on their own profile and trust barometer.
Trust in platforms
On top of the above, social media’s and media have clear demarcations of trust. And this is a compelling reason why the sector must really take LinkedIn more seriously rather than just a name place to set and forget.
The Governance Institute of Australia’s Ethics Index 2021 Report found LinkedIn was the most trusted of all social media’s surpassing Facebook and Twitter. Of respondents, 41% rated LinkedIn as being somewhat to very ethical.
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As LinkedIn is not a swamp land of anonymous trolls spewing bile it’s becoming more valuable. It appears also a reduction of business leaders and marketing folk spending time on Twitter compared to LinkedIn.
Professional trust in LinkedIn equates to a greater level of engagement and value for yarns, sources and visibility of media mastheads and broadcasters in general.
All Google roads lead to LinkedIn. Search any name on Google and a LinkedIn URL will show up in the 1 to 5 rankings.
Purpose & value
Currently there are over 12.7 million Australian and 850 million global members along with 58 million registered companies on LinkedIn. It is the premier platform for B2B marketers and decision makers with new features and tools rolled out at breakneck speed.
There are many reasons for taking LinkedIn seriously including building a powerful network, jobs, sales, hiring, marketing, sponsorships, brand visibility, promotions, PR, learning and research.
For editors and journalists the ease to build a strong diverse network cannot be underestimated. The search filter capabilities to drill into are unmatched by other social medias.
The array of professions, experts and incredible conversations and stories are mindboggling. Every single topic can be found and easily searched.
Further, LinkedIn has expanded their global and Australian editorial departments with daily bulletins showcasing top external media articles.
Also there is now a LinkedIn support resource hub and group ‘‘LinkedIn for Journalists’.
First impressions inspire and inform
The top card of a profile (banner, photo and headline) must be compelling and inspiring. Within a nanosecond it should showcase the essence of a member’s who, what, where, why.
A blank or banal banner image and headline is as inspiring as wet toast in the desert.
If there is no photo (or visible only to connections) people’s imaginations can run wild. We cannot trust who we cannot see.
Before networking, engaging and sharing content a top card must be darn interesting. Otherwise it’s like walking up to a bar and finding they only stock water. Out the door with trust blown.
Hey you are all writers and storytellers so no excuse for a lacklustre basic description of yourself in the About section.
So jump in with consistency and the benefits will trickle to your own brand, media employer, and industry.
And do have some fun and show your personality as it’s definitely not all dull and serious.
Sue Parker, owner of Dare Group Australia.
Great to hear you are a big LinkedIn loving user (please contact me over on LI to share your deets)
My feedback around a large percentage is based on years of platform and industry observations.
Whilst most will have a profile place card very few have in fact detailed and inspiring information, let alone regularly engage.
I could do a Top 10 list who does it well perhaps.
Interesting opinion and research. There was one bit of research that seemed to be missing though (unless I missed something) which goes to the entire premise of the article. In the subhead – “A large percentage of journalists and editors give no oxygen to LinkedIn”.
What is the percentage? Not sure we established that. So are we coming up with a push to solve a challenge that doesn’t exist?
I’m a journo and use LI all the time. Just saying.
User ID not verified.