Though I love LinkedIn, I was disappointed that it wasn't living up to its potential. LinkedIn had been missing out on an opportunity to serve as a rich professional platform for individuals and the right place for companies to maintain a detailed representation of who they are and what they do.
So, in the beginning of this month, I was delighted to learn LinkedIn rolled out new Company Pages, enabling businesses to develop more robust Company Pages and possess more control over those pages. You can see the announcement on LinkedIn's blog. Following is some information to help you take advantage of these new features right now.
Basic New Features Description
Before I launch into this section, I would like to give a special thanks to one of my newer social media team members, Danielle Cormier, for her research and contributions to this column.
Setting up a company page is free and the news is that LinkedIn added tabs that businesses will be able to populate with information at will: Careers and Products & Services. (Companies were able to add more features like Careers to their pages previously, but there was a cost and it was not sold through their ad sales reps.)
On Company Pages, administrators can add content to the Products & Services tab and each brand will have a greater extent of control over what is displayed on their pages. These various products' lists will be able to be showcased dependent upon which industry category your LinkedIn account is a part of. Businesses can also modify their pages to display the strongest recommendations to prospective customers in an attempt to exhibit the trust in their brand and accelerate the growth of their product.
Companies can also add videos of products and services to their pages and feature particular products more prominently than others. In turn, LinkedIn members can recommend and review a product or service on a company profile and their recommendations will surface on their own profiles as well. Company Pages will list the people who have recommended a particular product as well.
LinkedIn launched the new pages featuring 40 major companies and announced that company page administrators would be able to update their pages in the coming weeks. Here are some examples of the new pages for Liberty Mutual, AT&T, Dell, and Microsoft.
Setting Up Your Page
The process of adding to your company's page is simple:
You must be a confirmed administrator/employee of the company. If you do not have access to your page as an administrator, you can check the LinkedIn Help Section and click "How do I edit a Company Profile?"
While Facebook is all the rage, there is a lot more utility and opportunity in this B2B network then is being surfaced right now. Although I have merged my professional and personal life on Facebook, here is real value in a strictly professional networking site. So I hope LinkedIn will continue to grow and succeed and I look forward to its future innovation.
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As founder and CEO of Overdrive, Harry Gold is the architect and conductor behind the company's ROI-driven programs. His primary mission is to create innovative marketing programs based on real-world success and to ensure the marketing and technology practices that drive those successes are continually institutionalized into the culture and methods of the agency. What excites him is the knowledge that Overdrive's collaborative environment has created a company of online media, SEM, and online behavioral experts who drive success for the clients and companies they serve. Overdrive serves a diverse base of B2B and B2C clients that demand a high level of accountability and ROI from their online programs and campaigns.
Harry started his career in 1995 when he founded online marketing firm Interactive Promotions, serving such clients as Microsoft, "The Financial Times," the Hard Rock Cafe, and the City of Boston. Since then, he has been at the forefront of online branding and channel creation, developing successful Web and search engine-based marketing programs for various agencies and Fortune 500 companies.
Harry is a frequent lecturer on SEM and online media for The New England Direct Marketing Association; Ad Club; the University of Massachusetts, Boston; Harvard University; and Boston University.
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