Online impact as a scientist – on LinkedIn

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About Course

You now know what online communication covers and you have the aspects of the brain-heart hands narrative lined up. The brain, the heart and the hands are the building blocks for your online profile. Your stakeholders, your objectives, your goals, your communication messages and the time you want to invest gives you a direction for your activity on your platform. You can make different combinations of these.


Course Content

The basic settings of your LinkedIn profile
For your online scientific impact you have chosen to work with your LinkedIn profile. We will highlight the parts of LinkedIn that enable you to profile yourself as a scientist and also in relation to other users on LinkedIn.

  • Optimise your online profile
  • Optimise your online profile on LinkedIn
  • Profile picture
  • Language settings
  • Header image
  • Introduction
  • Headline (part of introduction)
  • Assignment: Write a headline for your LinkedIn profile
  • Your basic LinkedIn profile settings

Your Linkedin profile: Fill out all the form fields
LinkedIn has made it easy for you as a user: 'simply' complete your profile by filling out all the form fields.

Your LinkedIn profile: Put in the extra effort
Now that you filled out the form fields, your profile will become stronger and stronger.

Listening on platforms
You have also started building and expanding your network of people and organizations and are now ready to start listening to your network and to what happens around you that you might benefit from. Listening to (or monitoring) online media through a combination of relevant keywords or scrolling through timelines helps you understand how you, or your scientific field, is being perceived by society. Listening provides you with useful information about news, topics, themes or conversations that are relevant for you, your team and your research.

Listening on LinkedIn
Listening on your LinkedIn timeline is a good way to get a clear picture of what is happening on - and in - your network and for you to get an understanding of which topics are being discussed.

Grow and maintain your network by listening
Listening on LinkedIn goes hand in hand with building and maintaining your network on LinkedIn.

Interaction on platforms
After listening and building your network follows the interaction, which is the next step towards becoming a more active part of your network. More activity means more visibility which means: other people start seeing you on their timelines and feeds and will start recognising you as an expert on a specific area of expertise. Through interaction with a person or a business account, you create awareness of the fact that there are subjects and interests that you have in common.

Interaction on LinkedIn
All (social) platforms have some sort of built-in possibility to interact. It is what puts the ‘social’ in social media. We sum up the different forms of interaction and what you accomplish by using them.

Dealing with negativity
Unfortunately, there is also negativity on LinkedIn and negative responses to scientific topics.

Content creation on platforms
By creating original and engaging content you can tell stories that align with your scientific area of expertise. Engaging content means: content that invites readers to interact. Your content can create awareness, start new debates or tap into existing conversations or societal issues that are concerned with your research field.

Content creation on LinkedIn
Creating content for LinkedIn requires planning and especially writing skills. Although writing is a skill that can only be learned by doing and practising, we have some guidelines and tips that will help you to make the process a little easier.

Tips for writing content for LinkedIn
In this section, we will guide you through some tips for writing content, specifically for LinkedIn.

Find news hooks
Content has more potential to have an impact if there is a connection to current events. The image below shows the relationship between predictable or unpredictable topics against public-oriented and individual-oriented content.

Listen and interact, based on your own content
Now that you have created and posted content on LinkedIn, you apply the principles of online communication to your own post.

To conclude

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