How to ‘Write’ on LinkedIn

June 30,
2021
 Elements of a Communication Strategy:
Audience Analysis:
Audience analysis is the process of gathering information about the people reading the document. It helps to
create user ­focused communication and tailor the writing to the needs and expectations of the intended
recipient(s). It also helps to fine­tune the thought process.

The Business Document’s Life Cycle:

 Development stage: In the developmental stage the writer must have frequent
contact with the assignor as well as the primary and secondary audience members.
A “5W 1H approach” (Who, What, When, Where, Why, and How) is helpful here.
For example, when designing a business proposal, a vendor must find out all that is
possible about the client company so that a persuasive proposal can be framed.

 Reading stage: In the reading stage the document is read by the intended audience
and moves back and forth among various levels. Thus a complex maze of primary
and secondary audiences is created. The writer must know who will be reading the
document as this will help him or her to frame sentences accordingly.

 Action stage: The action stage is where the writer is signifying the future course
that the reader must adopt. Decisions, policies, and implementation plans are
made on the basis of information contained in that particular communication. The
writer must know that his or her writing affects the lives of the primary, secondary,
and tertiary readers and must take this seriously. 
 Elements of a Communication Strategy:
Types of Audience Analysis:
Audience analysis is also used to create customer “personas” as a consistent point of reference, especially in
market research and related studies. Sample customers of a particular company or brand are interviewed to
obtain information on their needs and aspirations.

There are two basic types of audience analyses: formal and informal. Formal
audience analysis includes:
 Demographics, including age, gender, size, regional diversity, income, and
occupation
 Surveys that assess values, interests, belief systems, knowledge and experience,
and cultural connotations
 Focus groups and in-depth interviews

Informal methods of audience analysis include:

 Information gained from listening to others in classes or meetings, and paying
attention to the questions asked by fellow students or colleagues
 Examining newspapers and magazines read by the audience
 Interviewing audience members informally
 Talking with others who have spoken to similar audiences
 Library research
 Direct observation
Elements of a Communication Strategy:
‘Persuasive’ LinkedIn Posts:

 Wide user base who prefer across

 Technocrats keen on Digital
demography
Transformation and Data Strategy
 Video Clip from an Executive
 Focused Audience who are keen on
Leader who is a brand in the
learning
industry
 Post explanatory in nature, hence
 To the point crisp and focused
has been detailed using diagrams
video message
and relevant text
 ‘Phygital’ experience for the
 Post is verbose and persuasive
audience