Monday 05 December 2016

Friday5: LinkedIn Tips for Brands

LinkedIn* has been known as the platform for promoting your personal resume and career but it’s so much more. The social platform is fast becoming a hub where professionals can interact with brands and influencers on a daily basis. In the past few years, LinkedIn has continually unveiled new improvements to make the platform easier and simpler for companies to engage with consumers, current and potential customers, and past and present employees. This week’s Friday5 will walk through a few (mostly) free LinkedIn products and features that your team can leverage to engage with a variety of audiences.

1. Dedicated Pages to Spotlight Your Brand

With more than three million Company Pages and 1,275,000 distinct products and services promoted on LinkedIn, LinkedIn Showcase Pages is a new way for your company’s fans to follow the products or services they love. For me, Showcase Pages make it much easier to follow the latest updates from LinkedIn’s Marketing Solutions or Talent Solutions teams. Whether your company is large or small, creating a Showcase Page is fairly simple once your team is able to identify the right business areas.

2. Thought Leaders Publishing Content on LinkedIn

From Sir Richard Branson to Conan O’Brien to Edelman’s Steve Rubel, the LinkedIn Influencer program features more than 450 business visionaries who are delivering professional insights from a variety of industries and brands. The invite-only LinkedIn Influencer program showcases how the platform has evolved into being more content-driven. As the Influencer program continues to grow, LinkedIn users will likely spend more time on the platform, which puts greater importance for brands to strategically engage and share the right mix of content.

3. Revamped LinkedIn Groups

LinkedIn Groups offer more than two million communities to engage with audiences loyal to specific topics and trends. With a new look and feel, LinkedIn Groups provides another opportunity to help amplify your content such as blog posts, PowerPoint presentations, and videos. Make sure you’re providing true value to the group discussions rather than just randomly sharing links.

4. Keep SlideShare on Top of Mind

Since LinkedIn acquired SlideShare in 2012, the tool still remains a helpful way for brands to share presentations, PDFs, infographics and videos. SlideShare’s redesigned Browse page is much more visual and allows users to sort through more than 15 million uploads based on topic category, content type, language and date. As you leverage the power of SlideShare, make sure your slides are engaging and visual.

5. Targeting the Right Audience

LinkedIn taps into the professional information listed on its 259 million individual profiles to provide a robust way for brands to target LinkedIn members precisely by geography, job function, seniority and industry. LinkedIn provides a variety of ways to reach the right audience including targeted status updates, display and self-serve ads and sponsored InMail.

Which LinkedIn feature are you currently using in your social strategy?

*LinkedIn is an Edelman client

Image credit: A Name Like Shields Can Make You Defensive

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