What Is Buffer and How Can You Use it on LinkedIn?

By on March 9, 2012
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LinkedIn is making some great decisions about the app functionality on their website. Most recent, is the addition of Buffer to your marketing arsenal. In today’s post we’re going to examine what Buffer is, and how you should be using it to improve your LinkedIn strategy.

What is Buffer?

Buffer is a social content management tool that people have been using on Facebook and Twitter for some time. It neatly and simply queues your posts, and then publishes them for you at specific times during the day. You can pre-schedule these publishing times, so that your pages always have some nice fresh content.

LinkedIn has just joined the list of buffer fans, which means that you can now create, queue and auto-publish on the business network.

How To Use Buffer

To use Buffer, you need to sign up with a Buffer account. Once your account is up and running, you can connect it to your social profiles – including LinkedIn. Then it’s up to you to use the browser extension or Buffer button to find and queue info.

You can do this by browsing the web and clicking on your Buffer button to queue up the post you’re reading. This post will then sit in your Buffer profile, until you are ready to set a publish date. The great thing about Buffer is that it formats the posts naturally, so that they look like hand written posts.

Unlike Twitter, these posts generate more responses because of the way they are formatted. If you find that no one in your LinkedIn community responds to your Tweet updates, then perhaps it’s time to switch to buffering your information. It’s a new and fairly organic way to curate and share content on your LinkedIn profile.

Buffer allows you to publish certain bits of content on certain platforms. This reduces the repetition that happens across Facebook, Twitter and LinkedIn. In doing this you can add more value to your LinkedIn profile, with exclusive business orientated content that speaks to your business network.

Segmenting Your Audience

I’ve explained before that audience segmentation is important if you want to interest different types of fans in certain networks, or indeed one fan in all of your networks.

You must publish original content on each platform, and curate great articles for individual platforms as you browse the web. Buffer makes this process easy, and it doesn’t require any fangled extras.

Use Buffer to add genuinely interesting content to your LinkedIn stream, to get more responses from your business network. You can also add a Buffer button to your blog, if you want to boost interaction there. Data has shown that Buffer actually generates more interaction than the Google+ button, so it’s worth using!

What do you think of Buffer, and has it added value to your LinkedIn stream? All reports are welcome! We want to get to the bottom of this new tool, with your help – so add your experience below!

About John Souza

John Souza is founder and chief strategist of SMMU and Social Media Impact, and is a bestselling business author. He won the 2011 Tech Marketing Awards ‘Social Media Marketer of the Year’ and most recently the About.com Reader’s Choice Award for Best Online Education Site. John has appeared on The Michael Gerber Show, and his business has been honored at the Mashable Awards, Forbes Business Awards and The Stevie Awards.
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