Engaging the professional mindset one of the most productive content strategies for any brand or business. Professionals have an overriding hunger for knowledge, they seek out that knowledge throughout their day and professional social media is increasingly where they find, consume, share and respond to it. LinkedIn’s Mindset Divide: Spotlight on Content Infographic contains the key insights that you need to start leveraging the power of professional content. Here you’ll find the full range of content that professionals yearn for, the environments that it reaches them in (professional content is 60% more likely to be consumed at home than in the office), and the characteristics that ensure credibility and drive sharing.

1. THE MINDSET DIVIDE
TWITTER
1. CLICK ON OR READ LINK
FROM THE TWEET2. RETWEET TWEETS3. FAVOURITE TWEETS4. REPLY TO TWEETS5. TWEET ABOUTPROFESSIONAL CONTENT
THE BASIS OF TRUST DIFFERS BY SOCIAL MOTIVATION & MINDSET
PROFESSIONAL SHARING BOOSTS CONTENT’S VALUE
PROFESSIONALS ARE GLUTTONS FOR DIGITAL CONTENT
SOCIAL MEDIA HAS TRANSFORMED THE PROFESSIONAL
CONTENT PLATFORM
MINDSET DICTATES TRUST AND RESPONSE
PROFESSIONAL CONTENT IS ABOUT KNOWLEDGE,
FIRST AND FOREMOST.
IT’S MORE LIKELY TO DELIVER DAILY CONTENT TO PROFESSIONALS
PROFESSIONAL CONTENT ON PERSONAL PLATFORMS
GENERATES ONLY LIGHT TOUCH ENGAGEMENT:
LINKEDIN USERS HAVE HIGH STANDARDS:
ACCURACY, CREDIBILITY AND SOCIAL APPROVAL
TOP ACTIONS AFTER RECEIVING PROFESSIONAL CONTENT ON…
NEWSPAPERS
SOCIAL MEDIA
SITES/APPS
MAGAZINES
BUT CAN ALSO
STRETCH TO:
AND KNOWLEDGE IS TOO IMPORTANT TO KEEP
TO WORKING HOURS.
AND WITH ONLY
SLIGHTLY LESS
REACH THAN TV
(ONCE A DAY OR
MORE OFTEN)
FACTORS IMPORTANT IN DETERMINING
TRUSTED CONTENT
59%
PREFER CONTENT TO
INCLUDE FACTS /
FIGURES THAT ARE
PROPERLY CITED
51%
PREFER CONTENT THAT
IS WELL-WRITTEN
55%
PREFER CONTENT THAT
IS DELIVERED THROUGH
A WELL-KNOWN AND
RESPECTED
PUBLICATION, NEWS /
RADIO CHANNEL OR
WEBSITE
37%
PREFER CONTENT
THAT CAN BE EASILY
APPLIED TO YOUR
EVERYDAY LIFE
PERSONAL NETWORKS:
SHARES AND RECOMMENDATIONS BY
FAMILY/FRIENDS ARE MORE
IMPORTANT FOR PERSONAL THAN
PROFESSIONAL NETWORKS
PROFESSIONAL NETWORKS:
FACTS AND FIGURES THAT ARE PROPERLY
CITED AND WELL-WRITTEN ARE MORE
IMPORTANT FOR PROFESSIONAL THAN
PERSONAL NETWORKS
LINKEDIN
1. CLICK ON OR READ THE
POST
2. COMMENT ON THE POST
3. “LIKE” THE POST
4. SHARE THE POST WITH AN
INDIVIDUAL
5. SHARE THE POST WITH MY
ENTIRE NETWORK
6. POST ABOUT
PROFESSIONAL CONTENT
FACEBOOK
1. “LIKE” THE POST
2. CLICK ON OR READ THE
PROFESSIONAL CONTENT
3. COMMENT ON THE POST
4. SHARE THE POST WITH AN
INDIVIDUAL
5. SHARE THE POST WITH MY
ENTIRE NETWORK
DAILY LINKEDIN USERS:
1. SHARED / RECOMMENDED BY FAMILY
/ FRIENDS
MORE IMPORTANT TRUST FACTORS LESS IMPORTANT TRUST FACTORS
1. FACTS / FIGURES THAT ARE PROPERLY
CITED
2. “LIKED” / SHARED BY MANY
3. WELL-WRITTEN
4. WELL-KNOWN / RESPECTED SOURCE
5. AUTHORED BY WELL-RESPECTED
JOURNALIST / PERSONALITY
DAILY FACEBOOK USERS:
1. WELL-WRITTEN
2. FACTS / FIGURES THAT ARE PROPERLY
CITED
3. WELL-KNOWN / RESPECTED SOURCE
4. EASILY APPLIED TO DAILY LIFE
MORE IMPORTANT TRUST FACTORS LESS IMPORTANT TRUST FACTORS
1. AUTHORED BY WELL-RESPECTED
JOURNALIST / PERSONALITY
DAILY TWITTER USERS:
1. AUTHORED BY WELL-RESPECTED
JOURNALIST / PERSONALITY
2. FACTS / FIGURES THAT ARE PROPERLY
CITED
3. WELL-WRITTEN
MORE IMPORTANT TRUST FACTORS LESS IMPORTANT TRUST FACTORS
1. SHARED / RECOMMENDED BY FAMILY
/ FRIENDS
2. EASILY APPLIED TO DAILY LIFE
3. SPONSORED BY TRUSTED COMPANY /
BRAND
4. “LIKED” / SHARED BY MANY
5. WELL-KNOWN / RESPECTED SOURCE
AND THIS INEVITABLY LEADS TO
A DIFFERENCE IN TRUST
LINKEDIN USERS ARE FAR MORE
LIKELY TO POST THEIR OWN
COMMENTS ON CONTENT, ADDING
GREATER SOCIAL VALIDATION AS IT
TRAVELS ACROSS THEIR NETWORKS.
TRUST INCREASES FURTHER STILL
WHEN THE CONTENT IS SHARED.
PROFESSIONAL CONTENT IS
SIGNIFICANTLY MORE TRUSTED.
http://lnkd.in/spotlight
#mindsetdivide
PROFESSIONAL DEVELOPMENT /
LEADERSHIP & PRODUCTIVITY
JOB OPPORTUNITIES
IN MY INDUSTRY
NEWS ABOUT COMPANIES /
TRENDS IN INDUSTRY
RESTAURANT REVIEWS SPORTS AND STYLE
CURRENT EVENTS /
FINANCIAL NEWS 45%51%
37% 36%
ANYTHING THAT
CAN ENHANCE
PROFESSIONALS
IDENTITY
SUPPORT THEIR
INTERACTIONS OR
GIVE THEM AN
INSIGHT-DERIVED EDGE
PROFESSIONALS SPEND
60%
MORE TIME CONSUMING PROFESSIONAL
CONTENT AT HOME THAN AT WORK
57%
SAY WHEN THEY READ, WATCH AND / OR LISTEN TO PROFESSIONAL CONTENT,
THEY OFTEN FIND THEMSELVES CONTINUING TO LOOK FOR MORE PROFESSIONAL CONTENT
79%
OF RESPONDENTS
CONSUME CONTENT
AT HOME
49%
OF RESPONDENTS
CONSUME CONTENT
AT WORK
19% 11% 4%
TRUSTED
CONTENT
72%
37%
30%
RADIO
12%17%