Linkedin has proven to be an incredible asset for B2B Social Media Strategy & execution. With Hubspot defining Linkedin (45%) as the most effective B2B source for lead generation followed by Facebook at 33%.
Linkedin rolled-out company status updates last October, and followed that release up with a revamp to company pages including the addition of the Company Follow button, Today’s announcement highlighting the new look for company pages demonstrates they are taking the next step in their follower ecosystem strategy.
A few brands have been hand selected to test drive the new look and feel. This list includes Philips, Citi, HP and Dell for company updates and American Express, Unilever & Expedia are testing the newly revamped Careers section.
Previously, this was the view of a Linkedin Company page. Simple CTA’s outlining an overview of the company, the ability to follow, updates and potential connections.
The older services tab provided an opportunity for 3rd party validation of a companies services.
The new look and feel features a streamlined user experience that structures content in a more natural manner. You will notice the company updates look more like a traditional social stream with added capabilities for companies tied to easier sharing & additional emphasis on visual imagery. And for the first time, company pages are now available via Linkedin’s mobile app.
The services tab also received slight adjustment to further align a consistent look & feel with the core brand hub.
The changes coincide with a network wide emphasis on streamlining the overall experience and enabling brands to connect with followers on a deeper more targeted basis.
Linkedin has traditionally been a network reserved for B2B targeting, but with more emphasis targeting individuals who leverage the powerful business network, the ability to drive 3rd party validation, targeted advertising that can support cross social channel promotion, and a streamlined interface to further drive engagement, Linkedin should be considered when developing a cross channel social strategy that includes targeting individuals that are key to Linkedin’s user base.
Follow Tom Edwards @Blackfin360