The business and employment-oriented social media is on the move to become a better platform for its users.
This time, it's rebuilding company Pages ground up, which also comes with a rebrand, calling it simply as 'LinkedIn Pages'. What's more, the social media is also introducing a content suggestion feature which aims to help businesses to better communicate with their audience.
The features follows LinkedIn's previous attempt in increasing user engagement, when it tweaks its algorithms with 'Creator-Side Optimization'.
LinkedIn acknowledges that in order for business to have better conversation, they need to be sharing the right contents.
To make that process easier, LinkedIn's content suggestion feature surfaces topics and contents that are trending with the business’s target audience. This feature recommends specific articles to share, for example, which could increase referral traffic for publishers.
Page administrators can surface content by first choosing a topic and then filtering selections by location, job function, or seniority level.
This should come in handy for those businesses, as the insights can guide them in their content marketing strategy.
They can also add customized buttons to posts to drive specific actions, like "request demo" "contact us," "sign up," "register" or "visit website."
And in addition to content suggestions, LinkedIn also announced the following features:
Mobile App Improvements
Page administrators can post updates and respond to comments directly from LinkedIn's mobile app. What makes it even more convenient is that administrators can also associate their Page with hashtags, as well as documents, such as from Word, PowerPoint and PDFs.
Share Employee Posts
Another feature is LinkedIn in allowing business Pages to share public posts from their employees. Business Pages can also reshare and public post on LinkedIn where they have been mentioned, like for example on customer testimonials and on product reviews.
One last tweak, is LinkedIn Page analytics in including aggregated data from all LinkedIn Pages. This should give Page administrators the ability to compare their Page engagement metrics with overall engagement levels for LinkedIn Pages.
Initially, LinkedIn introduces these features to users in the U.S., before making them available to all businesses worldwide.