LinkedIn launches tools to help brands engage with followers

LinkedIn Introduces New Tools for Brand-Follower Connections

LinkedIn has announced the launch of two new tools to help brands connect with followers. The company said a select group of partners have signed up to use these tools initially, including AT&T;, Dell and Microsoft globally, and Philips in Europe.

Targeted Updates for Enhanced Engagement

The business networking site said that LinkedIn targeted updates and a follower statistics tab will give this initial group of marketers access to “the most robust targeting and analytics capabilities for their campaign initiatives on the platform from their LinkedIn Company Pages”.

Robust Analytics for Campaign Initiatives

It said they’ll be able to create hyper-focused follower lists – based on categories such industry, seniority, job function, company size, non-company employees, and geography – to which they can deliver highly relevant content to increase engagement.

Select Partners to Benefit from the Tools

Marketers will also have self-service access to an insights dashboard that will allow them to assess their follower acquisition efforts; track engagement metrics, including likes, shares, comments, and percentage engagement, over time; and review their followers’ demographic information.

“LinkedIn’s targeted updates make it easier for us to connect with our company followers by sharing only the most relevant information that really matters to them,”
said Clive Roach, social media strategist at Philips Healthcare.

“In addition, the new statistics delivered through these updates mean we can continually fine tune our communication and improve these relationships. This is a great step forward in an online environment where information overload can cause people to tune out. Through LinkedIn we are now able to tune them back in.”

Grainne Rothery