- Content Marketing
When Your Customers Become Your Contributors: Brand Journalism Meets TraditionalGoogle Is Changing the Close Variant Matching Option in AdWordsBefore You Invest in Online Advertising, Do This!Native Advertising: The New New Thing or a Race to the Bottom? [VIDEO]
Technology & Data
Data and Creativity at the Social Shake Up: Defining Your Data-Driven Social CampaignTalking Strategy and Data with Shannon Lee of Precision StrategiesNew IBM Study Reveals 3 Key Characteristics of the Most Successful CompaniesMinority Report: Confronting Privacy Issues in Big Data Gathering
- Tech & Innovation
- marketing automation
Social Startups: Moment.me Captures a 360-Degree View of The Social Shake-Up 2014Hootsuite Partners With Syracuse University to Bring Social Media Savvy to College StudentsThe Best Hyperlapse VideosThe Best Content Moderation Tools for Busy People Who Don't Have Time for That
Social Change Agent Survey: Passion, Skill Set, and Persistence Lead to Career GrowthThe Social Shake-Up Attracts Wide Breadth of Brands and IndustriesThe Social Shake-Up: How CMOs Drive Innovation and Revenue GrowthThe Social Shake-Up: The Future of Social Business
- Small Business
- Social Organization
Recap from the First-Ever Employee Advocacy SummitFormer IBM Senior Advisors Launch Brands Rising to Build Employee Advocacy ProgramsPerformance and Risk Management Through Social Media TrainingEmployee Advocacy Summit: Advocate Stories from the Field
- Customer Service
Join us September 15th in Atlanta for The Employee Advocacy Summit and learn how to unleash the power of your employees.
Post your event here and we'll share it with our community. If one of our members is featured, we'll promote as well on their profile.
- Marketplace & Webinars
The SMT Marketplace
Your resource for exclusive content and insights from Social Media Today, and opportunities to reach our community of professionals.
The Social Business Book Club brings you books, discussions, and insights from today's to business thought leaders.
Join interactive talks and and panel discussions with leading thinkers and practitioners on social media and networked business, or browse the catalogue of recorded sessions - all completely free.
Reach Social Media Today's community of marketing and communications professionals in an editor-approved context with a native advertising package.
Don’t Forget LinkedIn – The Evolution Of Company Pages
Posted on October 18th 2012
Facebook, Twitter and Google+. For many businesses this is the beginning and the end of their social media strategy. But a strategy that goes no further than an active Twitter feed or a balanced Facebook approach, and measures success solely on the total sum of ‘Likes’, is one that will inevitably fail to reach its potential. Now businesses that ignore LinkedIn may be missing out on the opportunity to engage with a significant target audience.
The recent redesign of LinkedIn’s Company Pages is seen by many as the most significant step yet in the network’s progression from a social platform for professionals to interact and seek job opportunities to a fully integrated solution for both businesses and individuals.
The network's progression can be charted through a number of significant steps, as seen in this evolution of LinkedIn Company Pages infographic. Though the network was born in 2003, it wasn’t until five years later that they first introduced a directory with company profiles. Some social media agencies saw the potential straight away and were the driving force in making the change a success. After all, any arena that has 50 million users, as LinkedIn did by late 2009, is worth investigating.
In 2010 there were two significant developments. First, users were able to ‘follow’ companies for the first time thus allowing companies to extend their reach. Then, later that year, the Company Pages feature was released, granting companies more freedom over their LinkedIn presence with functions such as company updates.
Celebrations abounded in early 2012 as LinkedIn reached the milestone of 175 million users. Digital PR agencies and in-house professionals started to take even more notice of the site and it wasn’t too long before another milestone was hit – over two million Company Pages were now active.
But LinkedIn didn’t consolidate or let the grass grow under its feet. Instead, while its user base was rising and its company roster was flourishing, improvements were being made to Company Pages. The resulting redesign was announced in September 2012.
With a wider cover photo, an insights dashboard, targeted company updates with performance metrics and the integration of Company Pages into the LinkedIn mobile app, the revamp has received almost universal acclaim. The platform's potential for boosting business-to-business relationships and enhancing consumer interactions has never been greater than it is today.
Of course Facebook, Twitter and Google+ continue to be important facets within a social media strategy, but LinkedIn could now be your not-so-secret but oh-so-powerful weapon.