LinkedIn's latest update - which encourages individuals and brands alike to build and engage with a network in a manner similar to Facebook - offers a major new opportunity for brand marketers that are keen to capitalise on the professional nature of the network, according to integrated social, search and PR company Punch Communications.
Since its launch in May 2003, LinkedIn has become associated with
creating and managing professional connections – whilst being the
backdrop for an online résumé.
The latest refresh arguably capitalises on the successes of other
services – such as Facebook, amongst other sites – which are used as the
basis for social brand building.
Pete Goold, the Managing Director of Punch, which also offers social search
services, commented: “As a long-standing LinkedIn user, I think these
latest changes really activate the potential of having an established
professional network. From a brand marketing perspective, companies are
able to not only create points of interest for their customers – whether
business-related or consumers – but also to utilise employees' own
networks, many of which will be well established given the ubiquity of
LinkedIn as a career-enhancing tool."
The site's revised features include sections within the Careers Page,
along with a new insights dashboard, a wider cover photo and targeted
status updates with performance metrics for Company Pages. Recognising
the growing importance of mobile applications in business, the new
Company Pages can now be accessed via the LinkedIn mobile app.
Stemming from the successful Company Follow Feature, an ‘influencers to
follow’ tool was developed in the beginning of October, which allows
users to receive updates and the latest news from a select group of
movers and shakers. The prominent individuals chosen as influencers,
including Sir Richard Branson and President Obama, were nominated to
help promote engagement across the platform, encouraging people to
connect and interact with brands over relevant business and world news.
Pete added: “With these changes, LinkedIn is now an indispensable part
of a company’s social marketing plan – particularly if targeting a B2B
audience, although of course it's worth remembering that LinkedIn users
are consumers too.”
With a team of experienced public relations consultants,
Punch offers a wide variety of PR, search and social services. For more
information about the how Punch could benefit your company or view our
Infographic on the latest changes to LinkedIn, please visit www.punchcomms.com. Or call the Punch team on +44 (0) 1858 411 600.