Why LinkedIn’s Company Pages Now Matter More

With one small update, LinkedIn made the company pages more releevant and more competitive with other social platforms last week. The new company updates feature allows the administrator for a company’s page on LinkedIn to now add news and share links that feed into the page’s stream. In addition, the stream for company’s you like will now be udpated on your own LinkedIn home page. I’ve been a long-time supporter of the group’s feature on LinkedIn to promote our company, and we use LinkedIn group’s as internal focus groups.

Prior to this update, administrators for the page could only update company basic information and facts — addresses, blog URL, number of employees, etc. Not a very compelling reason to visit the page. If you have been following companies you like via the LinkedIn “follow” button you know there is value in connecting with a company and its people. However, there was little incentive to revisit a company page once you started to follow it. As an administrator of our page on LinkedIn we’ve already started using the new updates feature to post and share news and information about the company. The new updates now allow an administrator to play a more active role in promoting the company and brand and makes a company more visible.

CME Group on LinkedIn mobile
CME Group on LinkedIn mobile

Why does this matter?

  • You have a highly targeted audience that is looking for information about your company. You can now share relevant information that matters to you and them.
  • The analytics portion of the LinkedIn company pages continues to get better and adding this feature should help you correlate more data.
  • Using URL tracking and analytics, you should try to develop and track use of the page and how it correlates to your other communications activities.
  • Anyone who is following your company will now see these updates in their own home page stream, which makes your updates more visible to the people who follow it. This should make your company page a more active landing page.

As next steps, if you play a role in your company’s social media efforts you will want to connect with your company’s page administrator and gain access if you have not already. Also, follow other companies that are now using the new update and benchmark your efforts against them. Finally, figure out how you want to use your LinkedIn company page and the new stream — will it be a job posting venue, industry news source, or a platform to promote your product efforts.

You can also connect with me on LinkedIn here: Allan Schoenberg LinkedIn

If you enjoyed this post you may also want to read:

Don’t Overlook the Power of LinkedIn Groups

What the LinkedIn IPO Could Mean for B2B Communicatons

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