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LinkedIn brings ROI to business pages with analytics tool

1st Aug 2013
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LinkedIn is continuing its focus on helping businesses manage and promote their brand pages with the launch of a new suite of analytics tools.

Available to those who manage brand pages, the new Company Page analytics tool provides insight into a number of metrics including impressions, clicks and interactions, as well as follower numbers and engagement levels.

LinkedIn’s Aviad Pinkovezky said in a blog post: “With this new set of analytics, you can identify the updates that drive the greatest engagement, filter engagement trends by type and time period, get more detailed demographic data about your followers, and see the growth of your follower base and benchmark it against similar brands.”

The new analytics capabilities follows the recent introduction of LinkedIn’s Sponsored Pages in a move that saw the social network mimic Twitter, which launched its own promoted tweets three years ago.

Now, rather than just target those that subscribe to the brand, organisations can pay to have their content posted to users' newsfeeds in a similar vein to Facebook’s Page Sponsored Posts.

LinkedIn’s David Hahn said: “With Sponsored Updates, marketers will be able to distribute this content directly to relevant professionals in a place their customers and prospects are already consuming professionally relevant content. Marketers can target Sponsored Updates to any segment of our premium audience based on professional profile data across more than 225 million members.

“Sponsored Updates can be seen on desktop, smartphone and tablet devices and will clearly be marked “sponsored,” appearing in the member’s homepage feed along with the organic posts from their network and the companies they follow.  Members will have the option to “Follow” the sponsoring company as well as “Like,” “Comment” and “Share” posts with their network.”

First rolled out to those businesses that have a LinkedIn account representative, Sponsored Updates should now be available to everyone with a brand account. 

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