This is my third article aimed at helping you fine folk to utilise LinkedIn more as the likeable, trustworthy, engaging human beings you are, rather than the previous trend to present as corporate robots. 

One thing we haven’t touched on yet is the power of commenting to build your LinkedIn brand, authority, and trusted reputation. 

Comments are vastly underrated when it comes to LinkedIn, but they are singularly responsible for the confidence I originally built up to start posting my own content, and they are an opportunity to be seen without having to commit time to creating your own posts every day. 

When you comment on someone else’s post, not only does your name appear above it, but so does your headline, so that anyone else in the comment section of that piece of content can see what it is you can do for them (which in turn will increase your profile views). Woohoo, free advertising!

Plus, the wisdom, support, or wit you share in the comment itself, isn’t just seen by the creator whose content you generously blessed with your engagement; it is also visible to their network, and to your network. 

You’ve seen “Judy Jones commented on Raymond Reid’s post” appear in your newsfeed, and the comment Judy left is also visible. You know what that means? Your comments are micro content. People may scroll past without necessarily taking too much notice of the comment, but some of them do see it, and it is a significantly important part of underlining your professional reputation. 

It can be as simple as seeing someone looking for a new job, and popping a quick comment saying “Commenting for more visibility, best of luck!” because every comment you leave helps to increase visibility of that person’s post. And by offering your support, your network can see that you are the type of person who will stop to offer help and support to others, thereby increasing your likeability and trustworthiness in their subconscious. 

It can also be a great way to find inspiration for future content. If you leave an insightful comment on someone else’s post, and it receives a lot of comments or ‘likes’, it could be a great idea for a post all of its own. 

It also builds what I like to call content karma. Don’t worry, I’m not going all voodoo on you, but humans are by nature very reciprocal beings. You scratch my back, I’ll scratch yours. You comment on my post, I feel interesting and appreciated, and associate that feeling with you, so when I next see one of your posts, I’m naturally drawn to support you in return, which increases your visibility, the same way you helped increase mine. Now we’re relationship building with little to no effort. 

What is also imperative - and I cannot stress this enough - is that you reply to comments on your posts. If a person takes time out of their hectic day to support your post, and share their thoughts on the topic you’ve chosen to talk about, do them the courtesy of responding. The sooner you do this, the more impact it has on the visibility of your post. It isn’t always feasible to respond immediately to every comment, but responding to at least a few within the first hour after posting will massively increase the amount of eyeballs on your post. 

Naturally, if you encounter a sad little troll responding with anger and vitriol, it’s often best not to engage and encourage them, but for those offering genuine commentary, showing them that their engagement is acknowledged and appreciated ensures they will return to your content again in the future. No one likes to feel ignored, so where practical, try to respond to all comments, even if it’s not for a few days, at least they know you’re not ignoring them. One-way engagement isn’t the way to build a professional community or your reputation. 


Conversations are the origin of (most) relationships, whether professional or personal. So, yes, getting involved in other people’s conversations on LinkedIn is hugely important to build your authority, visibility, and credibility. However, it is also recommended that you try to start your own conversations with the content you post. Asking a simple question at the end of a post that invites the reader’s opinion, own experience, or advice is a fantastic way to not just increase the reach of your content, but to initiate relationship touch points with your network, and beyond. The more divisive, relatable, emotive, or controversial a post is, the more comments you are likely to receive. So, post with caution - a viral post can be fantastic for business, but it can also be catastrophic if you’re careless. 

No more LinkedIn lectures from me today, but if you’ve enjoyed these blogs keep your eyes peeled for more. I hope that I’m starting to convince you that LinkedIn really is a valuable asset to you and your business, I offer corporate training sessions for businesses - in-house (if you can handle it) or online (safer, to be honest). 

If you’d like to know more about these sessions, please feel warmly welcomed to contact me on info@leaturner.co.uk