It seems that LinkedIn is taking the lead from Facebook and is introducing promoted content for Company Profiles.
According to Mashable, the social network will allow brand’s to promote their content to a wider audience than just those who follow their Profiles.
It quotes David Hahn, LinkedIn’s vice president of product management, who says: “Marketers can target Sponsored Updates to any segment of our premium audience based on professional profile data across more than 225 million members.”
In the same way that Facebook is looking to take on customer facing (B2C) websites, LinkedIn is doing something similar with professional services or B2B websites. This latest development makes it possible for brands to make themselves even more visible on this increasingly vital online platform.
However, having Sponsored Updates means that the content you post must be interesting, engaging and relevant to your target audiences or you will be wasting your money.
And you should also ensure that your Company Profile is well optimised and does your brand justice. Check out Chapter 7 in the book for more information on how to do this.