Commission’s LinkedIn Posts Generate Nearly 553,000 Trade Impressions
In March 2020, the California Avocado Commission launched a profile on LinkedIn — the only major business-to-business social network that enables users to make connections with colleagues and businesses, learn more about their respective fields and share their experiences. LinkedIn is the ideal channel to reach trade media, retail decision makers, industry leaders and category buyers with updated and relevant information concerning California avocados, the Commission and the industry.
From January through October, the Commission scheduled relevant and engaging pre-season, in-season and post-season content to maintain visibility of CAC programs with targeted retailers, wholesalers, growers, shippers and foodservice professionals. By consistently sharing fact-based posts concerning the Commission’s key activities, promotions and programs, CAC boosts awareness of California avocados among retail buyers, foodservice providers and key industry leaders. Use of this network also supports the sale of California avocados in season.
During this time period CAC ran 73 posts that ranged from custom static graphics to motion graphics and video content. By measuring the success of the LinkedIn posts, CAC can determine what information resonates most with followers and new connections. Some of the top-performing posts, which generated the most impressions and engagement, are highlighted below.
- The announcement naming Jeff Oberman president of the Commission generated 17,667 impressions and 1,051 engagements, sparking interest and excitement from various industry professionals
- The introduction of custom motion graphics increased user engagement this year. For example, CAC’s June 7 sponsored motion graphic highlighting custom retail programs generated 130,994 impressions and 83 clicks
- The interview with Jan DeLyser, CAC vice president marketing, and Winsight Grocery Business performed well again this year. The sponsored post ran on June 23 and generated 72,439 impressions and 115 clicks
- The California Avocado Month 10th anniversary sponsored post generated 67,024 impressions and 86 clicks
Overall, the 73 posts — which focused on the California avocado season, retail marketing and foodservice tools and programs — generated nearly 553,000 impressions and nearly 4,800 engagements with a 4% average engagement rate (the average is 2% for business-to-business). Data indicates followers are viewing CAC’s LinkedIn content on both their desktop computers and mobile phones. During this timeframe there were 1,763 page views, with 681 viewed on a desktop and 902 utilizing a mobile device. To date, there are currently 1,642 followers, with 677 new followers gained in 2022.
Scheduled posts will continue to run through December. The remainder of LinkedIn posts will include data study findings and season wrap-up information. The LinkedIn program has been beneficial in helping CAC communicate with trade and business contacts and will continue into 2023 with year-round posts.