Further to its month-old promise to build a "more effective follower ecosystem" for businesses, LinkedIn has launched two new features for brands - targeted updates and follower statistics. These functions are designed to grant marketers access to targeting and analytics capabilities for their campaign initiatives from their LinkedIn Company Pages. Marketers will also have self-service access to an insights dashboard which will let them assess their follower acquisition efforts using metrics that include percentage of engagement over time and to review their followers' demographic information.
Marketers will also be able to create 'hyper-focused' follower lists based on categories such as industry seniority, job function, company size and geography. This will enable marketers to target messages more effectively for higher levels of engagement, said LinkedIn.
So far, LinkedIn has signed on Dell, Microsoft and Samsung Mobile as early-release partners.
LinkedIn's Follower Ecosystem was launched in February starting with the 'follow company button' which allows members to 'follow' companies as they would 'like' brand pages on Facebook. The initiative is aimed at enabling marketers to acquire the right followers, engage with them and analyse and optimise the impact of their follower relationships.