#DecodingB2BLinkedInSuccess Vol. 1
Slack, now part of Salesforce, has become a go-to platform for businesses wanting to improve how they communicate internally. With a focus on workplace collaboration, Slack has made a strong mark on LinkedIn, positioning itself not just as a messaging tool, but as a productivity booster and workflow integrator across industries.
In this first edition of "Decoding B2B LinkedIn Success", we’re breaking down Slack’s activity over the past month (August 6 - September 7, 2024) to see how they’re using LinkedIn to drive B2B success.
Let's dive in.
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Slack’s LinkedIn at a glance
Slack has a significant LinkedIn presence with over 1,534,000 followers (as of Sep 7th 2024).
During the last 30-day period, they posted 31 times, averaging about 1 post per day.
These posts generated a total of 10,035 reactions, with an average of 120 per post, highlighting a solid brand engagement.
Nearly 60% of Slack's posts included images of people, creating a more personal connection.
Slack’s LinkedIn content strategy breakdown
Slack’s LinkedIn activity by post format
55% of Slack’s LinkedIn content included media assets like a video or an image
30% were direct external link-type of posts
13% of posts included a PDF document leveraging the popular “carousel” format
The diversity in content formats emphasises Slack’s commitment to catering to different audience preferences and maximising engagement through mixed media.
Slack’s LinkedIn activity by content type
Slack’s LinkedIn content is a balanced mix of events, thought leadership, product promotion, customer success and community engagement.
Events: Nearly 40% of Slack's LinkedIn posts are event-related promoting a mix of digital and in-person events. The company’s major focus over the past month has been Salesforce’s upcoming forum on 17-19 September in San Francisco, Dreamforce.
Product promotion & customer success: More than 50% of Slack’s LinkedIn activity was product-related last month. The company frequently shares posts about its integrations with other popular platforms, new product launches, as well as customer success stories. This helps build product awareness and generate engagement by mentioning other brands, effectively turning product promotion into compelling narratives.
The majority of Slack’s product posts also feature real people, whether in video, image, or testimonial formats, which further helps humanise the brand and foster a sense of community.
Entertainment & community: Slack is also trying out more playful content. For instance, two posts in our sample tapped into the popular “demure” social media trend, with one racking up over 6,000 reactions and 400 comments - a great example of how a B2B brand can stay relevant by riding social media trends and boosting engagement. They’re also encouraging community interaction with fun, interactive posts like quizzes.
Key takeaways
Multimedia is key:
Posts featuring interactive graphics, videos and images, especially of people, tend to generate more reactions and engagement. B2B brands should focus on leveraging multimedia to capture greater audience attention.
Frequency & regularity matter:
Posting consistently - at least 1 post per day - helps Slack maintain visibility and stay relevant to its audience, particularly decision-makers and business leaders. To build a solid LinkedIn presence, B2B brands should aim to post ideally between 2-4 times per week.
Balance product and brand content:
Slack strikes a great balance on LinkedIn by mixing product promotions with event updates and thought leadership. This is a prime example of how B2B companies can use the platform to effectively showcase and promote their product offerings while positioning their brands as industry leaders and influencers.
Humorous and playful content drives engagement:
By incorporating humorous and playful content, such as Slack's quizzes and lighthearted questions, B2B brands can encourage active audience participation. These fun interactions foster two-way conversations, making the brand more approachable while driving engagement and building a loyal social community.
Conclusion
In conclusion, Slack's LinkedIn strategy is a great example of how B2B brands can effectively leverage the platform for success. Through consistent posting, a rich mix of multimedia content, and a thoughtful balance between product promotion, event and thought leadership, and playful community engagement, Slack has maintained strong visibility and relevance in its industry - proving that even in the B2B space, creativity and authenticity can help brands go a long way.
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