This week, LinkedIn made another adjustment of corporate pages that seems to mimic some of the features you get with a Facebook Fan Page.

As your Chicago Social Media Agency helping you to use social media wisely, this blog post provide an overview of these new changes and how they can help improve your LinkedIn Corporate Page experience:

IOVMedia_Overview_LinkedIn_20130711-224319

 

No more sharing (Sort of):

As an admin, LinkedIn has removed the ability for you to share posts on your corporate page back on to your personal profile so your network can see it.  I think this was a bad decision by LinkedIn because I believe people tend to share content on their corporate page first, then to their own networks to help drive more people back to their corporate page.

However, if you aren’t an admin of a page, you are still able to share a corporate post on your personal profile.

Hopefully, LinkedIn will get the hint that Facebook’s approach of being able to share it as an admin (even again on the same page later) is a value that needs to be incorporated into the company page experience.

(Update:  If you are an admin and also follow your own page, when the post shows up in your news feed on the home page, you are able to share it to your personal profile.  However, since the home page flows constantly, the ability to find the article to share lessens the longer you wait)

Commenting as the corporate page

In the past, when someone posted a comment under a post and you wanted to respond to it, it would identify your personal profile as the responder.  In this new approach, if you are an admin, your response will show up as the company responding instead.  This feature is great, especially if you have multiple admins for the page and want to have a uniform approach in responding to people.

Pinning & Featuring Corporate Posts

Much like Facebook, this new feature allows you to keep one corporate post at the top position for a period of time.  We haven’t tested the length, but will report back when we know a bit more, but after you post something new, you actually have two options:  Featuring or Pin To Top.

At this time, “featuring” and “pin to top” are two similar, but distinct options.  Both take an individual corporate post and pushes them to the top of the corporate feed, but “pin to top” supercedes any featured post and will always stay in the first position unless there is nothing that has been pinned.

Personally, I wish there was more explanation between the two or some physical change much like Facebook’s “feature” option that makes a post show the full width of a page.

LinkedIn Featured Post

Targeting Message Distribution

In creating a corporate post, you have two options to share your post.  First is to share to all followers so it shows on their LinkedIn news feeds.  Secondly, you can target your post to a specific set of followers of your corporate page just in case the information is more valuable or relevant to them.

Keep in mind, if you use this feature, you must have more than 100 followers to be able to reach or you’ll just have to share it with all your followers.

LinkedIn Targeted Audience

New impression and engagement info

As an admin, you will now be able to see more detailed analytics for each post you put on a page that is updated 24 hours after the original post, then updated daily, except for likes and comments, which are in real time.  The key metrics are the following elements and their descriptions:

  • Impressions – The number of times an update is seen by LinkedIn members.
  • Clicks – The number of clicks on the content, the company name, or the company logo.
  • Social Actions – The number of times people have liked, commented on, or shared each update.
  • Engagement – The number of social actions plus the number of clicks and followers acquired, divided by the number of impressions.

LinkedIn New Analytics

(see details HERE)

Summary

I think this is a good first step for LinkedIn as it relates to measuring effectiveness of content.  The difficult part is, unlike Facebook Fan Page and Ad Campaigns, there is currently no ability to download a summary of all posts over time to see the impact of content you share over time.

Hopefully, LinkedIn will find a way to provide what I think many companies will want to know about their efforts over time and how to better create relevant content that will help grow and engage their followers.

To learn more about the changes from LinkedIn, click HERE.

 

 

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