Companies can now send targeted status updates to businesses through LinkedIn. Sending the updates is free for companies that have a LinkedIn company page.
The targeted updates allows companies on LinkedIn to tailor content sent to followers, according to various criteria including:
- job function
- company size
- non-company employees
Companies now also have an analytics dashboard showing follower engagement metrics such as likes, shares, comments, the proportion of those interacting with targeted content, and demographic data.
According to a LinkedIn study, 67% of its 160 million members follow a company to gain industry insights, 61% for company news, and 49% because of their peer community.