How has LinkedIn's algorithm changed and what social media strategy works best for B2B companies now?

LinkedIn's algorithm is constantly changing, shifting away from the traditional model where followers automatically see company updates. Today's effective approach focuses on outbound engagement and community management rather than simply pushing out content. Instead of relying solely on company announcements and owned content, successful B2B strategies involve social listening to identify relevant conversations, then engaging directly with those discussions through comments and meaningful interactions. This outbound strategy works well because it cultivates what people value most about social media - two-way conversations where they can find real answers to their questions from real people. While companies should still share owned content, engaging with others' content proves more effective for driving traffic and engagement.