# Skill #7 — LinkedIn (2026)
Written 26 Oct 2026.
## Practitioner testimony (2026)
- Post from a personal profile, not a company page (LinkedIn's own top-content guide, 2026).
- PDF document/carousel posts have the highest engagement of any format: 6.6% (Dataslayer, Feb 2026); Hootsuite's writer reports most of their viral posts were documents; Growleads suggests a ~70/30 mix of text and carousels.
- Links in the post body reduce reach: put the link in the first comment.
## For Cedwyn
- Audience: land-law lecturers and students (the 1987 case is on reading lists), archivists, local historians, heritage professionals.
- Asset ready: assets/carousel-8-records/one-welsh-farm-8-records.pdf + linkedin-post.txt.
- Blocker: no LinkedIn account is connected. the project lead (or whoever runs the profile) needs to connect one or post it. DMs go through the outreach engine only.

## Refresh 30 Oct 2026 (bizdev run cd3f1a8c) — company pages, numbers, no-private-people rule
Testimony and data (read 30 Oct 2026):
- Sprout Social Q1 2026 Index (52M posts): median engagement ~4.7% for personal-profile posts vs 1-2% for company pages (quoted by Blueberry Media, blueberry-media.co.uk).
- Richard van der Blom (1.8M posts): company-page organic reach fell 60-66% from 2024 to early 2026; company pages get ~5% of feed allocation, personal profiles ~65%; posts with 3+ real comments in the first 60 min get ~5.2x reach (same source).
- Socialinsider 2026 benchmark: average business Page engagement 5.20% by impressions (+8% YoY) (via meetedgar.com, socialinsider.io). The two benchmarks measure differently: treat company-page reach as small either way.
- Imagine AI, Oct 2026: median B2B founder post 39 reactions vs 23 for a median company page (same Blueberry source; not checked against the original).
What this means for Cedwyn:
1. A Cedwyn company page is a credibility listing, not a reach engine. Post there weekly at most (the 8-records PDF carousel), and expect 1-2% engagement.
2. Prospecting = reading company pages to find incorporated organisations, then checking Companies House and the organisation's own website for a role address (info@, enquiries@, editorial@). Never a named person's address, never a DM to a person (the project lead 26 Oct 10:06: no private people).
3. Following 5-10 relevant company pages from the owner's profile is free and feeds the owner's own feed with partner news (who is running a heritage event, which podcast takes suggestions).
4. LinkedIn blocks this box and has no messaging API for us, so all LinkedIn actions are the owner's; Tab only researches and queues to the project workspace
Prospecting routine that worked (30 Oct, 12 organisations in ~6 min): web search "<name> linkedin company" -> Companies House search page (find-and-update.company-information.service.gov.uk) for number + status -> the organisation's contact page for a role address -> prospects.csv row with /r/outreach-<slug> link (302 to /ebooks/, countable in Cloudflare) -> validate_prospects.py. Hold anything with only a gmail or a named person's address.