Editor’s note: last week, The Fix published David Tvrdon’s look into how LinkedIn became the next best option for journalists and media leaders after Musk took over Twitter. In this article, The Fix’s Bohuslav Romanenko shares practical advice for news publishers on beefing up their LinkedIn presence.

As a professional networking platform, LinkedIn has become an increasingly important tool for publishers to connect with their audience and promote their content. With over 800 million members in more than 200 countries and territories worldwide, LinkedIn offers publishers the opportunity to reach a large and engaged audience, as well as establish themselves as thought leaders in their industry.

In this article, we will explore seven tools that prominent news media outlets are using to establish and maintain their presence on LinkedIn.

Tool 1: Publishing articles directly on LinkedIn

One key strategy that many news media outlets are using on LinkedIn is publishing articles directly on the platform. By placing their journalism there, news outlets can reach a larger audience and engage with readers through the platform’s native commenting and sharing features.

Wall Street Journal regularly publishes articles in its WSJ Careers & Leadership newsletter directly on LinkedIn, which allows it to share work with a professional audience and foster discussion among LinkedIn users.

The Wall Street Journal’s Careers & Leadership newsletter

Forbes follows a similar model with its Forbes Edge newsletter. The platform allows publishers to display one-click access to their newsletter products right on the company’s page.

Tool 2: Multimedia content, such as videos and infographics

Another effective strategy for news media on LinkedIn is leveraging LinkedIn’s publishing tools to share multimedia content. This can include videos, infographics, and other interactive content that can help to engage readers.

Insider Business uses LinkedIn to share short videos that highlight their journalism and provide a glimpse into the stories they are covering.

Tool 3: LinkedIn Live

A successful example of implementing original ideas on LinkedIn is the use of LinkedIn Live, which allows publishers to host live video broadcasts on the platform. This can be an effective way to engage with users in real-time.

The New York Times has embraced this feature with regular live Q&A sessions with their reporters and editors.

Tool 4: Sharing behind-the-scenes glimpses of your newsroom’s work

Another noteworthy content format is sharing behind-the-scenes glimpses of your work, such as interviews with reporters or photos from the field, as the BBC regularly does.

Tool 5: LinkedIn groups

Another strategy is to leverage LinkedIn groups to reach a specific audience. There are thousands of groups on LinkedIn that are focused on different industries and topics, and publishers can join relevant groups and participate in discussions to share their expertise and promote their content.

Forbes has a strong presence in several LinkedIn groups, including the Forbes Communications Council and the Forbes Technology Council. Through these communities, Forbes is further able to share its articles and insights, as well as engage with its target audience and position itself as a thought leader in the business and technology industries.

Tool 6: Carousels

Yet another example of successful original content could be a series of blog posts about industry trends, with accompanying videos that explain the content in detail. Alternatively, so-called carousels can be created directly from Twitter threads, thus recycling your social media content — as The Fix itself does. On top of that, publishers can post thought-provoking questions and polls.

Tool 7: Advertising on LinkedIn

Publishers can also make use of LinkedIn-sponsored content to promote their content and reach a wider audience. Sponsored content allows publishers to pay to have their articles and updates displayed to a targeted audience.

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