When it comes to social media, chambers often default to Facebook and Instagram. That’s where the holiday photos go, where ribbon cuttings get dozens of “likes,” and where the community sees its chamber as friendly, approachable, and—dare we say—fun.
LinkedIn, though? That one’s trickier. Isn’t it just somewhere that job seekers go?
Ask a room full of chamber executives and you’ll hear everything from “LinkedIn is our fastest growing channel” to “It’s such a drag” to “Is anyone even on there?” The divide is real.
Yet underneath the skepticism lies an opportunity. LinkedIn, when used strategically, isn’t just another channel to post event photos. It’s the platform where business credibility is built, professional relationships are nurtured, and prospective members quietly decide whether your chamber deserves their attention.
Unlike Facebook, LinkedIn is unapologetically professional (most of the time). The people scrolling through aren’t there to watch your parade livestream or see pictures of your staff lunch. They’re executives, business owners, workforce leaders, and civic partners. In other words, the very decision-makers chambers want to attract and influence. As Elizabeth Middlebrooks put it, Facebook is where all of their content goes, but LinkedIn is where they keep things “buttoned-up and serious.” That divide allows chambers to reach different audiences with messages tailored to the platform.
LinkedIn as Reputation Engine
A chamber’s LinkedIn presence is often the first touchpoint for a mid-sized or larger company considering membership. If the feed looks empty, dated, or filled with casual content better suited for Instagram, the impression isn’t one of influence or credibility. Conversely, a chamber that regularly posts thoughtful content signals seriousness. It tells prospects: we’re not just a social club—we’re a professional partner and bridge for you to community leaders.
What chambers post on LinkedIn should look and feel different than other platforms. Event albums and lighthearted emoji-laden captions usually fall flat. Instead, content that positions the chamber as a thought leader and connector gets noticed. Michael Gallops, President & CEO of Metrocrest Chamber of Commerce, noted that his chamber uses LinkedIn successfully by focusing on member visits and major events while stripping out “all the cute emojis.” Carmelle Bielenberg, CEO at Stayton Sublimity Chamber of Commerce, added that LinkedIn is really a professional version of Facebook—best for workforce issues, economic development, and technology—not the place for personal life.
Posts about economic development initiatives, advocacy wins, or workforce challenges resonate strongly. A chamber president attending a conference can write a quick reflection on what it means for local businesses. A legislative update can be distilled into a short, professional post that underscores the chamber’s role as an advocate. Even member spotlights can work if they’re framed less as “look who joined us at the luncheon” and more as “here’s how this company is shaping the local economy.”
How Often Should I Post to LinkedIn?
While there are no absolutes here, several chamber pros shared their posting schedules. Meg Adams, President & CEO of the Forney Chamber of Commerce admitted that LinkedIn can be a drag but finds posting twice a week and commenting on at least five posts from others each week keeps momentum going. Beth Snyder Rheingold echoed that daily posting isn’t necessary, noting her chamber’s page grew quickly without constant updates. That breathing room allows chambers to craft more thoughtful posts without burning out.
Engagement matters just as much as posting. Commenting on updates from member businesses, economic partners, or city leaders keeps the chamber visible and shows genuine involvement. Meg Adams’ “five comments a week” approach may sound minimal, but it builds a habit of participation that compounds over time.
Your LinkedIn Helper–AI
One of the most interesting themes that came up was the role of AI. Ian Talbot and Tracey Clarke both mentioned asking ChatGPT to help generate content tailored to LinkedIn’s audience. Rachel Neal, President at Darke County Chamber went further, saying she used AI to write weekly articles for her chamber’s LinkedIn page, complete with graphics and headlines. The results were impressive, with traffic spiking whenever she committed to the routine. She even tested AI-generated images—merchandise mockups featuring their logo on items that don’t exist—to capture attention.
Repurposing Content and Tone
Of course, there’s a balance. As Rachel admitted, people follow her chamber’s social presence because she’s funny. That humor works on Facebook but doesn’t always translate to LinkedIn. The takeaway: keep the chamber’s personality, but filter it through a professional lens. Humor isn’t off-limits, but it should land as clever commentary, not casual banter. Then again, LinkedIn can be a lot of professionals tooting their own horn so breaking up that ego feed can be very refreshing.
The temptation is strong to just recycle everything from Facebook onto LinkedIn. Sasha Sitterding admitted she posts the same content from Facebook and Instagram, often early in the mornings. Others, like Nancy Pruden Keefer, President & CEO of the Daytona Regional Chamber of Commerce, advise caution, warning that no one wants to see endless event photos or kid-and-pet updates on LinkedIn. A better strategy is to adjust the framing. A post showing a full album of smiling faces at a networking event may work fine on Facebook. On LinkedIn, a single image with a caption about the business value participants walked away with (new contacts, insights, or resources) will land better and create more value for the chamber.
Think of the difference in tone between Facebook and LinkedIn as how you might describe two different chamber events such as a casual networking mixer and an economic development summit. You are going to market each of those differently. While you could use the same tone, that wouldn’t be as effective as tailoring each to the type of attendee would be drawn to that event. After all, what attendees are getting out of those events (and platforms) is vastly different and should be communicated in that way (just as the tone of this article is different than one you might use in an article for your Visitor’s Bureau).
Oversharing is another misstep. As Elizabeth Middlebrooks pointed out, LinkedIn is more about curated, professional highlights. Posting too frequently or with the wrong tone can lead to fatigue. A couple of well-crafted posts a week, supported by steady engagement, tends to deliver stronger results than flooding the feed.
Who’s There?
Audience fit is also a factor. Kristyn Ellis asked the pointed question: “Why does your board want you on LinkedIn? Is that where your audience actually is?” Not every chamber has a member base active on the platform. For some, Facebook remains king. But if your chamber is trying to attract larger employers, executives, and professional service firms, LinkedIn is likely the right stage. Michael Boyer reinforced this, noting that prospective members—especially medium to larger businesses—are on LinkedIn and that his chamber has had success connecting with them there.
So what does success on LinkedIn look like?
It’s not always measured in likes. More often, it shows up in subtle ways: a CEO sending a connection request after reading a post, a city official sharing your advocacy update, or a nonmember commenting on your workforce initiative. These are indicators of influence, credibility, and opportunity. They may not go viral, but they carry weight.
How to Get Started
If your chamber is strapped for time, start small. A sustainable rhythm might look like two posts a week, such as one thought leadership piece and one member or event highlight framed professionally, paired with a habit of commenting on at least one or two posts each day. Add in a quarterly article that dives deeper into advocacy, economic development, or business challenges. That’s manageable, and it positions your chamber as a consistent, credible voice.
LinkedIn is evolving. Some think it’s “the worst of all apps” because of unwanted notifications, while others love it because it stays professional. The difference is less about the platform itself and more about how chambers approach it and whether their members share their feelings.
For chambers of commerce, the real opportunity lies in treating LinkedIn as more than a dumping ground for recycled posts. (Although, it’s tempting to do that.)
LinkedIn can be an effective stage for influence where you can demonstrate authority, attract members, and prove the chamber’s role in driving the business community forward.
Done with intention, it complements Facebook and Instagram, offering a professional mirror that reflects your chamber’s most strategic and impactful work.
