How the Changes to LinkedIn Company Pages Might Impact Your Social Strategy

Earlier this week, LinkedIn announced a few significant changes to Company Pages on its platform — which caused our ears to perk up a little bit. We’ve been using LinkedIn as a communications channel to tell our clients’ stories since Company Pages launched in 2010. Now, with big changes afoot, here’s the 30,000-foot view of the features that will be rolling out over the next few months and the impact they might have on your organization’s social strategy.

User-friendly mobile experience for admins

Admins can now post updates and respond to comments from the LinkedIn mobile app.

Impact: This will make it easier for you or your team to respond to comments or share content on the fly. However, unless you’re getting hundreds or thousands of comments per day, it will have a minimal impact on day-to-day activities. In the long run, this could change user expectations as far as response times (from companies) to questions/comments from individual users.

Expanded page features

Added features include tying your page to specific hashtags and the ability to share more types of content (e.g. PowerPoint presentations, Word documents and PDFs).

Impact: We’ll have to learn more about the hashtags feature as that goes live, but you’ll want to begin thinking strategically about what hashtags you should to tie to your page. We recommend thinking about the topics that are important to your target audience specifically on LinkedIn. From a content-sharing perspective, you’ll want to think about how you’d like to showcase your company’s expertise, giving you a new way to share your organization’s ungated content, such as case studies (in PDF form) and PowerPoint decks.

Content suggestions

This feature will allow your team to search through topics to find the content that is trending within a specific target audience on LinkedIn.

Impact: This gives you another tool for content curation and makes the case for sharing curated content in real time. This doesn’t mean your team should abandon the carefully planned content calendars, but it gives more flexibility for sharing “real-time” curated content as topics become relevant with the audiences that matter.

Engaging (and monitoring) employee content

You’ll be able to more easily discover and share content that your employees are sharing from their personal LinkedIn pages — if they are public. This feature gives your organization the ability to respond/engage when necessary. And you can reshare any posts that mentions your company – which in theory could include customers and clients sharing how happy they are about your service.

Impact: If your employees are active on LinkedIn, this new feature could give your team even more content, especially if the employees actively posting content are subject-matter experts sharing their thoughts on relevant industry trends. At the very least, you’ll want to start thinking about a process to monitor the content your employees (or clients) are sharing and determine what is shared from the company page and what isn’t.

Have questions about the new LinkedIn Company pages and how they might impact your social strategy for 2019? Drop me a note – [email protected], I’d be happy to chat!

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