Best of 2014: Our Favorite Brands on LinkedIn
In early 2014, LinkedIn announced that it reached 300 million registered users.
As more professionals join the network, it is evolving beyond a destination for job hunting and B2B networking to become a place for all kinds of brands to connect with their professional audiences. Here are a few of our favorite uses of LinkedIn by brands in 2014.
In late 2013, LinkedIn rolled out an update to showcase pages that allowed users to follow the products and services they care about most. Although showcase pages had launched a few months earlier, this update gave companies the ability to share more targeted updates by product interest, and audiences the ability to interact directly with the products they are interested in.
Microsoft is one of the companies that has done the best with showcase pages, creating them for products like Office and Surface, as well as services like ExpertZone. These targeted updates help the company to break through noise and build relationships and awareness in the right community.
While many companies heavily lean on using links for LinkedIn content, IBM posts eye-catching visuals. LinkedIn itself recommends using images in status updates as a best practice, as the content generally results in a 98% increased comment rate. From lifestyle photography to simple graphics, IBM posts images that complement its content and get the conversation going.
Tech and B2B companies are not the only brands succeeding in LinkedIn. We love Allstate's use of the channel. The company posts interesting content to its more than 100,000 followers, including posts about preventing injury while shoveling snow to protecting your home from holiday decorating-related disasters. Allstate also hs a featured group for Allstate Careers to connect current employees with each other and interested potential employees with talent recruiters. Allstate is a great example of how B2C companies can shine with LinkedIn.
LinkedIn has been putting together amazing content for a while but two campaigns they ran this year really stood out for us. This spring, LinkedIn launched the Picture Yourself campaign to celebrate members who have reached their professional goals by "turning passion into a profession." The campaign highlights individual stories with embedded YouTube videos and includes a specific call-to-action for the reader to act on their inspiration.
More recently, LinkedIn kicked off a fun holiday campaign called #TheHolidaysAreIn. For the first 12 days in December, LinkedIn is creating shareable content targeted to marketers. Holiday greeting cards to share with your network, B2B marketing tips to generate quality leads, volunteer marketing opportunities-- #TheHolidaysAreIn has content for every type of marketer.
Wondering how to lay a strong foundation for success on LinkedIn and other major social networks? Check out our 6 Blueprints for Social Network Success: