LinkedIn has stepped up its game, recognising people are core to the success of every business. Employees, partners, and customers can together help drive a company’s growth through meaningful engagement and collaboration.
However, it can be hard figuring out the right people to connect with and how best to engage them, and then build those interactions into sustainable relationships you can nurture over time, especially on social media.
To support users with this challenge LinkedIn announced an update to Pages last month, which was rebuilt from the ground up so brands, small businesses, and institutions can develop active communities and conversations with employees, customers and followers.
Not sure what all the fuss is about? Let us break it down for you…
Pages are now built atop three key pillars:
- Join Conversations
Pages give admins the tools they need to foster daily interactions in their community.
“Admins can also associate their Page with hashtags, so they can listen in and respond to conversations happening about their brand or relevant topics on LinkedIn. What’s more, while admins have always had the ability to post images, native video, and text to their LinkedIn Company Pages, they can now share documents, like PowerPoint presentations, Word Documents and PDFs to tell richer and more compelling brand stories,” said LinkedIn’s Sparsh Agarwal in a recent interview.
- Know and Grow your Audience
Knowing what type of content will add value is a huge challenge admins face. For added ease, Pages also includes ‘Content Suggestions’, a new feature that surfaces the topics and content trending with their target audience on LinkedIn. With these insights, admins can now curate and create content that their audiences are sure to engage with.
Pages also makes it easier for employers to take their talent branding up a notch with ‘Career Pages’. This gives the option to engage current and potential talent with a ‘Life’ tab and a ‘Jobs’ tab, providing a customised look into company culture, jobs and what it’s like to work at a company.
- Engage your People
A company’s employees are its greatest asset and can be the biggest advocates.
So, LinkedIn has launched a suite of tools to help organisations engage their staff by introducing the ability to discover and reshare their employees’ public LinkedIn posts from their Page. There is also the ability to respond to and reshare any posts on LinkedIn where a company’s Page is mentioned, which is great for customer testimonials and product reviews. It lets companies showcase conversations that people are having about them, helping their brand stand out from the crowd.
LinkedIn also announced two new partnerships for its Pages businesses.
A new Hootsuite API integration allows admins to receive notifications within Hootsuite when there is activity on LinkedIn Pages – making it much easier to manage social interaction and engagement.
There is also a Crunchbase partnership which will bring in funding insights and key investors.
The news comes after LinkedIn announced that its media business is expected to generate $2bn in revenue by the end of the fiscal year.
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