Anton Perreau @antonperreau discusses the different ways company pages can be used to engage with LinkedIn users. Anton is the Social Media Manager at Champion Communications. Anton studied his BA at the San Diego State University School of Journalism and BCU. Champion Communications @ChampionComms is a PR agency based in London, championing digital, media and technology challenger brands.
Professionals use LinkedIn to connect with each other and communicate on a business level. For this alone the platform serves a purpose. However over time a sense that it could do more developed. In June 2011 LinkedIn hired Dan Roth as executive editor, paving the way for the platform to curate personalised news for its users, giving them a good reason for regular visits and encouraging more interaction between users.
LinkedIn for stakeholders
LinkedIn allows company pages to highlight their own important news in a personalised ‘Company Updates’ news feed. This means different departments such as finance, marketing, R&D and sales can share important updates with stakeholders. As an example, news about company earnings can be shared on the ‘Company Updates’ section, and also shows in a user’s news feed if they follow the company.
LinkedIn for lead generation
LinkedIn gives companies the tools to define ‘audiences’ – filtering by company size, job function, industry, seniority, and geography. Different audiences can be selected to see different products and services offered by your company. Curating the content users see on a LinkedIn page allows a company page owner to carefully distinguish a senior employee from a jobseeker.
LinkedIn for jobseekers
LinkedIn has never been a better place to figure out ‘who you know’ and how important that can be to you when searching for a new position. LinkedIn allows companies to share job vacancies both in a page and in a user’s news feed, promoting jobs that are directed at individuals through a filter.
2013 is all about mobile, and LinkedIn knows this. The LinkedIn Android and iOS apps can showcase companies in a perfect spotlight. Sharing engaging content with users on LinkedIn pages will allow companies to engage with users wherever they are. LinkedIn also promotes thought leadership – hoorah! Now more than ever, CEOs with a wealth of knowledge can put it to better use by sharing, being followed by admirers and promoting other experts on LinkedIn.
LinkedIn can help all other social platforms to engage effectively. Carefully profiling targets for content, sharing effectively and adding company information could make your page work even harder than your company website.
Welcome to a whole new world of engagement.