Managing a LinkedIn page can be a great way to establish an online presence and connect with clients or customers for a business or organization. However, effectively managing a LinkedIn page requires time and effort to regularly add content, engage followers, and monitor analytics. This raises the question: how many people are needed to properly manage a LinkedIn page? The answer depends on the goals and activity level of the page. Here we’ll explore guidelines for how many people it takes to manage different types of LinkedIn pages.
One Person
For a small business or organization with limited LinkedIn activity, one person may be able to effectively manage a LinkedIn page. This can work if the focus is simply on maintaining a basic company profile, posting content once or twice per week, and responding to any comments or messages. One person can handle tasks like:
– Optimizing and updating the Company Page profile
– Composing and scheduling regular posts
– Responding to comments and messages
– Monitoring notifications
– Tracking page analytics
This amount of activity can usually be handled in less than 2 hours per week. So for a small business that just wants to claim its LinkedIn presence without a major time investment, one person is sufficient.
Up to Three People
For medium-sized companies that want to post more regularly, grow their follower base, and drive engagement, up to three people may be needed to manage the LinkedIn page. With this level of activity, it’s helpful to have people in different roles:
– Page Manager: Oversees strategy, content calendar, analytics, optimizing Company Page profile
– Content Creator: Writes posts, creates visual assets like images and videos
– Community Manager: Responds to comments, messages, and notifications in a timely manner
Having a small team allows for more frequent posting, creativity in content types, and prompt engagement with the community. It also prevents any one person from being overloaded. A team of two to three people collaborating on the page may require 5-10 hours per week collectively.
A Social Media Team
For large brands, organizations, or agencies managing multiple LinkedIn pages for clients, a full in-house social media team may be warranted. This provides resources for managing complex needs like:
– Managing multiple LinkedIn Company Pages
– Coordinating a content production schedule
– Developing full content strategies and campaigns
– Creating diverse content like articles, videos, polls
– Monitoring analytics and optimizing based on performance
– Fielding high volumes of comments, messages, and notifications
– Staying on top of LinkedIn algorithm changes
To accomplish this level of activity across multiple Company Pages, a team of at least five social media specialists is typical. Team members may have specialized roles like writers, designers, videographers, analysts, and community engagement. They require strong coordination and communication to execute a high volume of activity and complex campaigns. Managed well, a full social media team could support 10-20 hours of collective effort per LinkedIn page, per week.
Agency Support
Some brands choose to outsource management of their LinkedIn page to a digital marketing agency. Agencies can provide dedicated specialists, resources, and technology to handle:
– Developing an overall strategy
– Creating content consistently
– Optimizing the Company Page
– Engaging the follower community
– Managing ad campaigns
– Reporting on performance
Depending on the contract, an agency may be able to provide the equivalent of a full in-house social team or more for a set monthly fee. This allows brands to benefit from experienced LinkedIn managers without having to hire and manage the team themselves.
Key Takeaways
To summarize the guidelines on ideal LinkedIn page management staffing:
– One person: For minimal activity of 2 hours/week or less
– Up to three people: For moderate activity of 5-10 hours/week
– A social media team: For extensive activity of 10-20+ hours/week across multiple Pages
– Agency support: To outsource instead of managing an in-house team
The right number of people depends on your goals and capacity. Aim to have enough staff to regularly add quality content, engage your audience, and optimize based on performance. This will lead to an effective LinkedIn presence that helps build your brand or business.
Factors that Influence Required Staffing
While those guidelines provide a general framework, several factors specific to your business can influence how many people you need to manage your LinkedIn page:
Your industry
Some industries naturally warrant more LinkedIn activity than others. Technology companies, media firms, agencies, and B2B brands often require heavy LinkedIn usage to connect with their professional audiences. Consumer product companies or retail businesses may focus less on LinkedIn compared to other social platforms. Prioritize staffing based on how critical LinkedIn is for your field.
Your company size
Larger companies typically need a bigger social media team to manage multiple brand pages across platforms. Small businesses can often get by with just 1-2 people handling their limited social activity. Staff your LinkedIn management accordingly based on the size of your organization.
Your audience size
The more LinkedIn followers you have, the more content, community management, and analytics you need to properly engage them. Lean pages under 1000 followers may only require part-time effort, while pages with over 50k followers benefit from a full team. Match your team size to audience size.
Your content strategy
The more you aim to publish – daily posts vs. weekly, different content formats, promoted posts – the more team members you need to create it all. Set staffing based on the level of content output desired for your page.
Your engagement goals
Do you want to quickly respond to all follower messages and comments? Then you need personnel dedicated to monitoring and engaging. If you only check notifications occasionally, one community manager may suffice. Set goals for responsiveness that align to your audience expectations.
Consider all of these dynamics together as you evaluate the right staffing for your LinkedIn management needs.
Responsibilities by Role
Once you’ve determined the ideal team size, it’s important to define responsibilities and assign roles. Here is an overview of key responsibilities for common LinkedIn management roles:
Page Manager
– Sets overall page strategy and goals
– Defines content calendar and themes
– Writes content guidelines and outlines
– Oversees design, tone of voice for page
– Monitors analytics and optimizes page based on insights
– Manages ad campaigns and promoted content
– Reviews and approves all content before publishing
– Liaises with other department heads on company initiatives
Content Creator
– Researches topics and trends for content
– Writes posts based on guidelines and calendar
– Develops content formats like articles, videos, polls
– Designs visual assets like images, graphics, and slides
– Edits and proofreads all content before submission
– Ensures brand guidelines and tone of voice are followed
– Maintains organized archives of content assets
Community Manager
– Monitors comments and messages daily
– Responds to questions and comments from followers
– Engages audience with likes, shares, replies
– Reports insults, spam, and inappropriate content
– Analyzes discussions for consumer insights
– Suggests engagement opportunities to manager
Analyst
– Reviews page analytics on a daily, weekly, monthly basis
– Creates reports on performance of content types
– Perform A/B testing of content variations
– Analyze follower demographics and trends over time
– Make recommendations on optimizations to manager
Graphic Designer
– Creates visual assets for posts like images, graphics, illustrations
– Designs templates, logos, icons, and branding for page use
– Maintains visual brand standards and style guides
– Produces videos and animated clips as needed
– Optimizes images and videos for web publishing
Videographer
– Films company, product, and executive videos based on content calendar
– Manages video logistics like lighting, microphones, editing software
– Enforces brand style and best practices for corporate video
– Optimizes video for LinkedIn’s specifications
– Measures video performance and suggests optimization
With each role clearly defined, you can build an effective team to manage every aspect of your LinkedIn presence.
Tools to Manage a LinkedIn Page as a Team
To enable smooth collaboration when multiple people are involved, take advantage of these helpful tools:
LinkedIn Content Manager
LinkedIn’s built-in Content Manager allows you to plan, draft, collaborate, and schedule LinkedIn posts together. Features like assignment, commenting, and version history make teamwork easy.
Shared Content Calendars
A shared Google Sheet, Trello board, or Asana project gives everyone visibility into upcoming content themes, campaigns, and assignments.
Slack or Teams for Communication
Have a dedicated channel for your LinkedIn team to quickly discuss ideas, review content, share feedback, and stay aligned.
Clarification of Brand Guidelines
Make sure all team members have access to instruction on your desired tone of voice, visual style, content formats, and best practices.
Team Publishing Rights
Allow your content creators and community managers the ability to directly publish and engage from the page, instead of bottling up all activity through one person.
Shared Analytics Dashboards
Use tools like Sprout Social, Hootsuite, or Google Analytics to provide a shared view of page analytics that anyone can access.
Project Management Platforms
Track content projects, collaborator workloads, and publishing schedules in a system like Asana.
With collaboration enabling tools in place, your LinkedIn team will be primed for success.
Hiring Specialized Freelancers
If you don’t have the budget for full-time hires, specialized freelancers can affordably outsource particular LinkedIn page needs:
– Content writers – Source regular posts or long-form content
– Designers – Create visual assets like images, videos, and graphics
– Analytics specialists – Provide monthly performance reports and optimization recommendations
– Ad managers – Develop and manage LinkedIn ad campaigns
– Community managers – Handle monitoring and engaging with your audience
Carefully screen freelancers’ skills and experience to ensure they’ll meet your brand standards. Establish clear expectations and systems to integrate their work with your internal team.
When to Work with a LinkedIn Marketing Agency
For some brands, outsourcing management of their LinkedIn presence to a digital marketing agency makes the most sense. Reasons you may want to hand your LinkedIn activities off to an agency include:
– You don’t have the in-house expertise to optimize LinkedIn
– Your current staff doesn’t have the bandwidth to take on LinkedIn
– You want to provide content, community management, and reporting you can’t handle internally
– You need a strategic perspective to improve your overall presence
– You want to run LinkedIn ad campaigns managed by specialists
– You need design, writing, or videography skills your team lacks
– You need support managing multiple brand pages across social channels
The right agency becomes an extension of your team, providing the specialized resources needed to elevate your LinkedIn game. They act as advisors and catalysts to spur growth, engagement, and performance.
Just be sure to find an agency with proven experience driving results on LinkedIn specifically. Review their client case studies and ask for LinkedIn performance examples. Clearly communicate your goals, brand guidelines, and expectations. With the right partner, you can gain social media superpowers.
Key Performance Indicators
To determine if you have adequate LinkedIn page staffing, monitor these key performance indicators:
Content Frequency
Are you able to consistently publish the amount of content you aim for – daily, multiple times per week, weekly, etc? If output is lower than ideal, more content creation resources may be needed.
Content Quality
How does your content performance compare to competitors and industry benchmarks? Are you seeing high engagement and conversions from content? If not, assess if more strategic direction or creative resources could improve quality.
Follower Growth
Is your follower count steadily increasing month over month? Stalled growth may indicate the need for more impactful content, outreach, and community engagement.
Engagement Rate
Are likes, comments, shares, and clicks on your posts increasing? Declining engagement could mean your content and community management needs a boost.
Page Monitoring
Do notifications and messages frequently go unanswered for days? This shows you likely need more community management resources.
Ad Performance
If you run LinkedIn ad campaigns, do they achieve your targets for ROI, conversions, and lower cost-per-click over time? Poor performance may require more optimization expertise.
If your key metrics start to slip, take that as a sign your current staffing level is stretched too thin. Analyze where the gaps are and allocate more resources accordingly.
Cost of Resources
When adding team members, the costs to consider include:
Salaries
Typical base salaries for LinkedIn-focused roles:
– Junior Community Manager: $35,000-$45,000
– Social Media Manager: $45,000-$65,000
– Senior Content Creator: $55,000-$75,000
– Social Media Director: $85,000-$115,000
Be sure to factor in any payroll taxes and benefits on top of base pay.
Agency Fees
Average monthly fees to work with a social media and LinkedIn marketing agency range from $3,000-$10,000 based on services provided. Packages offering dedicated resources and additional advertising management tend to be more costly.
Freelancer Rates
Typical hourly freelancing rates for LinkedIn-related skills:
– Content writing: $35-$65/hr
– Graphic design: $25-$85/hr
– Video production: $50-$150/hr
– Ad management: $60-$150/hr
– Analytics: $60-$125/hr
Calculate the monthly or annual hours needed for regular freelance support.
Software Costs
Expect monthly or annual costs for software like:
– Collaboration tools: $5-$20 per user
– Graphic design: $10-$50 per user
– Analytics: $25-$100+ per month
– Ad management: $100+ per month
Factor these expenses in when deciding on tools for your LinkedIn team.
Weigh the investment against the benefits of more resources when constructing your LinkedIn staffing to maximize your return on investment.
Conclusion
Finding the right number of people to effectively manage your LinkedIn presence requires balancing your business goals, activity level, and budget. For most brands, dedicating at least one to three focused personnel allows for consistent posting, community engagement, and monitoring that helps build your following. Supplement with freelancers, agencies, tools, and clearly defined responsibilities. Analyze key performance indicators to optimize your resource allocation over time. With the right team supporting it, your LinkedIn page can thrive.