LinkedIn Adds Capability to Target Groups of Followers

LinkedIn has launched Targeted Updates and Follower Statistics, which are designed to provide communicators with a more effective way to engage with a brand’s followers on the social network. The new tools will enable marketers and PR pros to create hyper-focused follower lists based on several targeting criteria, including industry, seniority, job function, company size, non-company employees and geography. After building these targeted lists, a marketing and PR team will then be able to deliver relevant content to those audiences, and ultimately boost engagement (see image below for an example of what Targeted Updates looks like).

The new tools will also offer enhanced analytics capabilities, including self-service access to an insights dashboard that will enable users to assess their follower acquisition efforts; track engagement metrics, which include likes, shares, comments and engagement percentage; and review followers’ demographic information.

LinkedIn has more than 150 million members worldwide, 63% of whom expect companies to have a presence on LinkedIn; 70% of LinkedIn members already follow or would follow companies on the social network, according to the company’s own data. LinkedIn data finds 49% of current followers (as opposed to regular members who do not follow company pages) are more likely to purchase products or services from a company that is more engaged with its followers. Additionally, 47% of current followers agree that LinkedIn is an appropriate social environment for hearing company news and updates.

The data shows that LinkedIn is not only an effective avenue through which a company or brand can connect with consumers, but also that consumers are open and willing to engage in the first place. The rollout of the new Targeted Updates and Follower Statistics tools further solidifies LinkedIn’s place in the social media landscape, and serves as a reminder that online engagement doesn’t begin and end with Facebook and Twitter (and Pinterest).


LinkedIn Targeted Updates

Follow Sahil Patel: @sizpatel

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