LinkedIn MCP Server

LinkedIn

Single provider covering organization management, organic posting (Share/Marketing API), and advertising.

Workflow

1. Organizations: List the company pages you administer (linkedin_list_managed_orgs). IDs are cached on the credential; when you manage exactly one page, org-scoped tools can omit organization_id. Use linkedin_list_org_admins to see who has page admin roles.
2. Member identity: linkedin_social_get_profile caches member_urn on the credential. Connections count can omit member_urn for the signed-in member when cached.
3. Posting: Create text or article posts using either a urn:li:person:{id} or urn:li:organization:{id} as the author. Article posts include a link preview card with title, description, and thumbnail auto-extracted from Open Graph tags.
4. Editing: Update post text after publishing. The post-listing and post-creation tools return the post_urn to feed back into update or delete.
5. Resharing: Repost another user's or org's post to your feed with optional commentary using reshareContext.parent on the post-creation flow.
6. Advertising: linkedin_ads_get_ad_accounts caches ad account IDs. When exactly one account exists, ads tools can omit ad_account_id. Search targeting URNs with linkedin_ads_search_targeting_entities, forecast reach with linkedin_ads_get_audience_counts, then campaign groups → campaigns → creatives → analytics.
7. Community Management (comments, reactions, metadata): Tools are registered but gated by LinkedIn's Community Management product on a separate developer app from Sign In + Advertising. A 403 with reason linkedin_community_management_unavailable means the OAuth app lacks that entitlement — not a bad credential.

Entity Model

• Organization: Company page. Fields: localizedName, vanityName, staffCountRange, industry.
• Profile: Authenticated user. Returns firstName, lastName, vanityName, id (member URN suffix).
• Posts: Content by author. Fields: commentary, author, visibility, lifecycleState.
• Ad Accounts: Top-level billing entity. Fields: name, status, currency, servingStatuses.
• Campaign Groups → Campaigns → Creatives: Ads hierarchy.
• Analytics: Performance (impressions, clicks, CTR), engagement (likes, shares), video metrics.

URN Formats

• Member: urn:li:person:XXXXXX
• Organization: urn:li:organization:12345678
• Post: urn:li:share:12345678 or urn:li:ugcPost:12345678
• Image: urn:li:image:XXXXXXXXX (from Images API upload)
• Document: urn:li:document:XXXXXXXXX (from Documents API upload)
• Video: urn:li:video:XXXXXXXXX (from Videos API upload)
• Campaign: urn:li:sponsoredCampaign:{id}
• Geo: urn:li:geo:103644278 (US)

Content Types (via Posts API)

All post types use POST /rest/posts. The content field determines the format:

Image Post Workflow

1. Upload the image with owner URN + source_url (or image_base64) → returns image_urn
2. Create an image post with one or more image_urns → returns post_urn
3. Single image = content.media; 2–20 images = content.multiImage

Document/Carousel Post Workflow

1. Upload the document with owner URN + source_url (or document_base64) → returns document_urn
2. Create a document post with the document_urn + optional title → returns post_urn
3. Each page of the PDF/PPTX/DOCX becomes a swipeable slide

Video Post Workflow

1. Upload the video with owner URN + source_url (or video_base64) → multipart upload + finalize → returns video_urn
2. Create a video post with the video_urn + optional title → returns post_urn

Poll Post Workflow

Create a poll post with author, commentary, question, options (2–4 strings), and duration (THREE_DAYS, SEVEN_DAYS, or FOURTEEN_DAYS).

Reshare Workflow

Create a reshare post with author (who is resharing) + parent_post_urn + optional commentary. Reshares with commentary get significantly more reach than silent reposts.

Algorithm & Reach (2026 data)

• External links in body: 40–50% fewer impressions. March 2026 update intensified this.
• Link in first comment: Reduces penalty to 5–15% (narrowing).
• Image posts: 87% higher engagement vs text-only. Multi-image: 6.6% engagement rate.
• Carousels (PDF): Highest dwell time (each swipe = engagement signal). 3–5x more dwell than text.
• Text-only: ~0.5% engagement rate baseline, but zero link penalty.
• Golden hour: First 60 minutes determine whether content gets amplified beyond your network.
• Personal > org: Personal profiles get 5x more engagement and 2.75x more impressions than company pages.

Flywheel: Personal + Org Page Growth

1. Post from personal profile (7k reach) → native text or image, no external links
2. Org page reshares the personal post (builds org content library, reaches org followers)
3. Org page posts product content (releases, blog articles) → personal profile reshares with founder commentary
4. Both grow together: personal posts drive org page followers (people see company in title, visit page)

Gotchas

• Listing personal posts: Requires restricted r_member_social. Listing by organization_id is the supported path.
• Article posts: Passing article_url produces a link preview card. Title and description auto-extract from OG tags but can be overridden; the API does not scrape OG tags automatically, so explicit title/description values are more reliable.
• Image and document order: Upload media first to receive an image or document URN, then create the post referencing that URN.
• Ads delete: Only DRAFT entities can be deleted. Active must be archived first.
• Follower counts: The dedicated follower count and follower stats tools take the numeric organization_id.
• Reshare author: The author on a reshare is who is resharing, not the original poster.
• Community Management entitlement: Comment, reaction, and social-metadata tools call partnerApiSocialActions / partnerApiReactions / partnerApiSocialMetadata. They return 403 on the Sign In + Advertising OAuth app until a Community Management developer app credential is connected. The structured reason is linkedin_community_management_unavailable.
• Org profile edits: Tagline, About, specialties, custom button, and cover image are LinkedIn admin UI only — PARTIAL_UPDATE on organizations returns 404.
• Post access: get_post on a URN the caller cannot read returns UGC_FORBIDDEN — that is a resource access boundary, not a credential reconnect issue.
• Post not found: HTTP 404 / NOT_FOUND means the URN was deleted or never existed — use linkedin_social_list_posts for a current URN.
• Credential scope: After linkedin_list_managed_orgs or linkedin_ads_get_ad_accounts, non-secret defaults live on the credential (linkedin_account_scope). Re-run those tools after access changes.