Spring 2019


INSIGHTS SOCIAL MEDIA TRENDS »


LINKEDIN FOR MARKETERS: Looking beyond the Echo Chamber


NEWS | REVIEWS | IDEAS | OPINION |


By Stephanie Walden


LinkedIn may be an underused asset in your marketing tool kit. Here’s how several new features are making the social networking site more marketer friendly than ever.


t


he concept of six degrees of separation rings particularly true on LinkedIn. This networking theory, which supposes that any two given people are connected by a


string of just six relationships, means you never know whose ears your marketing message will fall on—in other words, there may be hidden leads among your digital network of industry-conference acquaintances, obscure colleagues, and former Econ 101 classmates. For brands, this same theory holds water. While many


Company Pages on LinkedIn consist of existing employees, they also tend to attract brand enthusiasts, potential B2B leads, and users who are curious about the organization or its products. For this reason, a thoughtfully managed page that posts frequent updates can be a valuable asset. In 2019, LinkedIn is making a concerted effort to revamp its


echo chamber image and increase its relevancy as a marketing tool and content repository. Recently, the networking platform released a few new features with interesting potential to boost visibility and streamline both individual and company profiles. Here’s a breakdown of the latest LinkedIn tools that can complement your existing digital marketing strategy.


COMPANY PAGE UPDATES In early 2019, LinkedIn rolled out three major updates to Company Pages, designed to help administrators ramp up engagement. Content Suggestions, for instance, is a new feature that


enables page administrators to discover and share content that’s likely to resonate with their community members. The feature can be accessed in the Page admin center by clicking on the Content Suggestions tab, under which users can select filters and peruse content by industry, location, or job function. Admins can also sort content by filters such as recency of publication and engagement rates. Clicking the Share button will push the selected item out to a customizable audience (Public is the default setting), and you can add custom text as well as @mentions and hashtags. Content Suggestions are particularly handy as a way of


disseminating trending topics to a certain community—IT enthusiasts, for example, or business leaders of a certain level of seniority—and associating your brand with relevant, high- quality content in that specific space. There’s also now a supercharged version of Page analytics,


which provides insight into not only the number and demographics of followers, but also the sections of your Page that visitors are viewing most frequently. A new Pages Toolkit contains six user-friendly guides for tasks such as creating and optimizing campaigns.


Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20