On Tuesday, LinkedIn rolled out a new feature
enabling companies to target their status updates to select audiences. The feature is open to the two million companies that currently have LinkedIn Company pages.
The goal of the targeted status updates is to make it easier for page administrators to communicate with their followers in a more personalized way. Page administrators will notice how easy it is to track the effectiveness of their efforts with a new follower insight page. This enables brands to test sending status updates to different demographics to see what works and what doesn’t.
Here’s how to target your LinkedIn company-page status updates:
1. Go to your LinkedIn Company Page and input your desired status update and a link if necessary.
2. Select the drop down arrow next to the words “All Followers” and select “Targeted Audience.”
3. Here’s where the targeting begins. Choose the company size, industry, function, seniority, and geographic region you wish to target with your LinkedIn Company Page status update. You will also notice that LinkedIn tells you approximately how many people your status update will reach.
In April, a handful of companies beta tested the new feature. Dutch electronics company Philips was among the lucky few. According to LinkedIn’s Mike Grishaver
, the company saw an impressive 106 percent increase in engagement by followers after using targeted status updates.
Samantha Collier, a well-known social media personality in the legal world, works as the chief content manager at Shift Digital Media. She is obsessed with social media and loves to be the first to break a story. Read more about Samantha here. A version of this story appeared on the blog Social Media for Law Firms.