For an organic company post:
utm_source=linkedin&utm_medium=organic_social&utm_campaign=report_launch&utm_content=company_post
For sponsored content:
utm_source=linkedin&utm_medium=paid_social&utm_campaign=lead_gen_q4&utm_content=single_image
Use a separate source or content convention for employee advocacy only if that difference is useful in your reports. Keep the rule simple and use the BestUTM builder for repeatable links.
Choose a convention for employee sharing
You may use one source for the LinkedIn platform or distinct sources for company and employee distribution. Both are valid if the difference answers a real reporting question and is documented before launch.
Do not change the convention from post to post just because different people publish the links.
Before publishing
Check that the destination page is the one intended for this audience and that the final URL contains the same values shown in the campaign plan. A link can be syntactically valid and still point to the wrong product, offer, or market.
Save the decision
Keep this pattern in a shared campaign document so the next person can create a matching link without guessing. The goal is not to create more parameters; it is to make the same reporting decision repeatable.
Example B2B campaign
A report promotion could use utm_source=linkedin&utm_medium=paid_social&utm_campaign=security_report_2026&utm_content=document_ad_a. An organic company post can retain the same campaign while using organic_social and company_post.
This gives a useful paid-versus-organic comparison without disconnecting the shared initiative.
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