Using LinkedIn to Win Government Contracts: Build Trust & Connect with Buyers

The Science Of LinkedIn Comments & Engagement

LinkedIn prioritizes conversations over simple likes and shares. Here’s what matters in 2025:

• AI-generated comments receive 5x less response than authentic human comments.
• Comments with 10+ words get 2x more engagement.
• Comments with 15+ words have 2.5x more impact.
• Commenting 10-20 times per day can increase profile views by 50% and boost post visibility by 10%.
• Posts live longer when you engage for 15-30 minutes after publishing.

Best Practices for Commenting

• Start by listening! Don’t, in effect, barge into the middle of a conversation among people you don’t know and offer unsolicited comments before you get to know people.
• Know the difference between opinions and facts: Facts can be verified by evidence. Opinions are statements of belief, attitude, value, judgment, or feeling.
• Engage on Federal agency posts – Share insights on mission-critical topics.
• Ask thoughtful questions to spark discussion.
• Comment early on high-performing posts to get more visibility.

LinkedIn Etiquette: Best Practices & Pitfalls In The Federal Arena

Despite my best intentions, I’ve made my share of unwitting, cringe-worthy mistakes on LinkedIn (including one that damaged a relationship forever). Here are a few I learned the hard way, so you don’t have to.

• Don’t  poach audiences. By which I mean, don’t tag a whole long list of people – especially those who may consider themselves to be competitors (even if you don’t think of them that way) – with the goal of getting more of your content in front of people who follow them. They worked hard to build an organic following. Expect to earn yours.

   

• Get permission before you tag someone. People have a lot of stuff going on. Sometimes your general business objectives, or the specific intention of the post you want to propagate, isn’t aligned with someone’s communication goals. If they decline your request, that doesn’t mean they don’t like you! The fact that you took the time to ask, and you respect their wishes, helps you build relationships. Use the decline as an opportunity to have a deeper conversation with that person about how the two of you can support each other and the communities you serve.

   

• Be thoughtful about political commentary. The LinkedIn Federal business community actively shares the most current facts, data, resources, and reports from public and private sector. Highly partisan posts run the risk of frosting off about half of your readers. Why would you do that? If you are passionate about advocating for a specific issue and you’re not a professional advocate, you are not alone. There is strength in numbers: join forces with industry groups who can help you channel your energy in ways that will maximize positive impact and avoid inadvertently skewering the efforts of people who may be making phenomenal progress behind the scenes. Even if you’re concerned about an issue, express concern in ways that seek common ground.
  
  
• Celebrate others’ achievements: don’t just “like”; take 30 seconds to re-post a congratulatory comment and – this is the time when you don’t need permission – tag the celebrant and the organization who originally posted the good news. Another benefit: you get a little “whoosh” of a feel-good dopamine hit when you acknowledge others’ success. Costs nothing, and who doesn’t need that.
  
  
• Event/conference selfies? Tag and thank the host organization and key sponsors. These folks invest a ton of cash to give you that pretty publicity opportunity. If you and your business got value from the event and had a great time, and hope they’ll do it again, share the love.

Heed The 80:20 Rule of “Social Selling”

Make 80% of what you share non-promotional.

Pro Tip: 💡 Original, substantive content takes a truckload of time and money to generate. That big investment can feel oppressive…and it’s not really necessary! Why work harder than you need to?  A full third or more of what you post can be Other People’s Content (with appropriate credit).

Pro Tip: 💡 Create a virtuous spiral: cultivate a group of trusted partners whose expertise complements yours, and help the other kids. Set up a process to notify each other of mutually-agreeable share-worthy content. By sharing their helpful articles, infographics, tips, and checklists, people notice you as the go-to source who’s generous, well-connected, and courageous. As for your own content, if you’re writing it and not selling… then it’s in the “80%”.