Marketers know that LinkedIn can be a powerhouse for brands and professionals, but not everyone is taking full advantage of the site. In recent months, LinkedIn has been churning out new features meant to help users maximize the platform's potential.
In an effort to help ensure no one is missing out, Marketing Dive has pulled together a few LinkedIn features you might be missing:
A company page on LinkedIn can be a valuable asset to an overall social brand strategy, but until recently, managing the activity and results was somewhat challenging. Fortunately, LinkedIn introduced a company page dashboard in February that helps marketers manage company pages from one location.
The dashboard offers insight into all types of company page engagement, including likes, shares, mentions, and comments. Page managers can access the company page dashboard separately from their person profiles—making marketers lives a bit easier.
Social sharing on outside networks
No social network exists in a vacuum—even though LinkedIn is sometimes perceived as being in its own little world. The site has the capability to link up Twitter and Facebook accounts so that posts can be made simultaneously between the platforms.
To add a new development in cross-network sharing, LinkedIn has introduced the capability to share company pages across other social networks. To see an example, visit Microsoft’s LinkedIn page. In the top right hand corner there is now a curved arrow next to the “follow” button. Clicking on this arrow will bring up all the social networks available to share the page.
The clear advantage to this addition is that fans and followers of the brand can now help promote the company page. Smart marketers will encourage their followers to do just that.
Trending Content Tool
Before blindly blasting content out into the LinkedIn universe, it helps to have an understanding of what the audience is looking for. LinkedIn provides feedback on published content, but it also helps marketers predict what will work on the platform with its Trending Content Tool.
The tool ranks the topics that resonate most with particular audiences. Within the feature, marketers can see what type of content their target audience is engaging with the most. The predictive tool helps to ensure no content work goes to waste on LinkedIn.
After figuring out what content is predicted to work, marketers need measurement capabilities to see how well the content performed. Just last week, LinkedIn introduced new analytics for each piece of content. All users now have access to a dashboard that provides analytics like number of views, comments, likes and shares on posts, as well as the individual profiles that interacted with the post. The added measurement could produce leads from the most loyal followers and help marketers determine what is working.
LinkedIn is built on a solid foundation of individual professionals—just like all companies. In an effort to help brands rally the power of their employees, LinkedIn introduced the Elevate App last month. Elevate allows employees to share their employers' content directly to LinkedIn and Twitter.
According to LinkedIn’s research, only 2% of employees currently share content from their company on LinkedIn. Even with that small percentage, the employee-shared content accounts for 20% of the content's overall engagement. Elevate helps nudge employees to share company content by making it as easy as possible. A stream of curated content is delivered through the app, and employees just have to click to share on their personal profiles.