APPROACH

The LinkedIn page has an audience that is knowledgeable about issues relating to the environment, the Convention, and biodiversity. For instance, most of our followers work in environmental services, business development, community and social services, operations and education. As such, the content that is posted on this platform can be more complex or technical in nature.

CONTENT TYPES

The LinkedIn should be much more focused than content on other platforms.

Important updates relating to the Convention and key partners, new reports, etc. tend to perform best.

LinkedIn users also respond to webinars, (online) courses and other opportunities for professional development and networking.

The platform is also ideal for showcasing the Secretariat’s knowledge products and Executive Secretary’s thought leadership.

• Publicizes the release of a new report related to biodiversity.

• Ties biodiversity to larger, tangible outcomes.

• Tags and brings into the conversation major institutions (PwC Switzerland and WWF Switzerland).

• Content is for an audience that already has a good grasp of biodiversity issues.

Engagement rate: 8.21 %

• Content is positive

• Shows the benefits that biodiversity provides to humanity, highlighting the importance of biodiversity.

Engagement rate: 7.9 %

• Announces a document that is useful to the expert/technical audience on LinkedIn.

• Uses bright, minimalist branding.

7.94% engagement rate

• Content is educational and part of a larger series/conversation.

• Branding is bright and part of a larger campaign.

6.51% engagement rate