LinkedIn is turning into Facebook. I see that comment quite often. While I disagree, I understand where the statement is coming from.

I’m a big fan of being human here. I’ve said it before and I’ll say it again, LinkedIn is not B2B, it’s H2H. H2H means human to human.

Wait! Don’t leave yet! This is worth sticking around for.

While we have to relate with you here, we also have to understand why you’re here.

OK, I’ll explain. If you are a business owner, we need to talk business. If you are here with goals that mean earning the trust of people here, we need to talk about it.

To earn the trust of people who follow you here…you have to earn it. To earn our trust, you have to tell us why we should trust you.

When I started here on LinkedIn nearly 6 years ago, all my content concerned my work. It took over a year before I posted anything that wasn’t professional here.

The purpose of content here on LinkedIn is to be the megaphone for the masses so the masses can and should trust you.

So…

• Tell us the stories about your business.
• Take us behind the scenes.
• Tell us why you do what you do.
• How did you get your start?
• What are the conversations you’re having that apply to the masses?

Now, that being said, LinkedIn is still H2H, so we still need to relate to you. Just think of your content game as a filing cabinet.

Pull papers out of the H2H folder AND pull papers out of the professional/business folder too.

Oh and don’t forget to tell us about what lights you up, what keeps you going. You know, like my fandom for the Buffalo Bills OR my love of music!

Maybe I should pick page from the “What lights you up file” soon….

How are you earning the trust of people who follow you here on LinkedIn?