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LinkedIn Makes It Easier to Keep In Touch With Followers

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The latest in a string of LinkedIn's improvements and new features is a launch of new tools to help companies communicate with their followers on the social media platform for professionals.

"LinkedIn in February made it easier for users to follow companies on the professional networking site [URL="http://www.mediapost.com/publications/article/168731/linkedin-adds-company-follow-button.html"]through a button[/URL] that businesses can embed on their Web sites. Now it’s helping companies target and track their followers with a new set of software tools.

LinkedIn just introduced a service that allows businesses to tailor content sent to followers according to various criteria, including industry, seniority, job function, company size, non-company employees and geography. Those are among the same targeting categories available to third-party advertisers on LinkedIn through its [URL="http://partner.linkedin.com/ads/faqs/?utm_source=li&utm_medium=el&utm_campaign=gate-c#more"]self-serve ad solution[/URL].


Companies will also have direct access to an analytics dashboard showing follower engagement metrics such as likes, shares, comments, and the proportion of those interacting with targeted content. The dashboard will also provide followers’ demographic data.


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