You don't need to be signed in to read BMJ Blogs, but you can register here to receive updates about other BMJ products and services via our site.

LinkedIn establishes itself as marketing platform for brands

18 May, 12 | by Claire Bower, Digital Comms Manager, @clairebower

As part of the longstanding strategy to position LinkedIn as a marketing platform for brands, a new program has been released that lets brands embed a “follow company” button from the social network on their homepages. The option is similar to Liking a brand on Facebook or following them on Twitter. Followers will receive automatic updates from the brand through their LinkedIn feeds.

The “business” social network — which now claims 150 million members — has offered various social media plug-ins in the nine years since it started. Building on the site’s Company Pages, which were introduced back in 2011, the new features enhance brands’ ability to engage directly with their audiences in a professional and trusted social environment.

A LinkedIn representative said that the new button “marks the first phase of LinkedIn’s follower ecosystem strategy that will unfold over the coming weeks,” though she did not offer any further details. Internal research shows that 70% of LinkedIn’s members follow or would follow a company and 60% expect industry insights as well as news from the companies that they follow.

Marketing experts believe that the company has now reached brand-friendly scale and while Twitter and Facebook offer advertisers similar follower features, the ‘magic’ of LinkedIn is its audience; better-educated, more affluent, professionals seeking a business-first context.

(Visited 21 times, 1 visits today)
By submitting your comment you agree to adhere to these terms and conditions
You can follow any responses to this entry through the RSS 2.0 feed.
BMJ Journals Development blog homepage

BMJ Web Development Blog

Keep abreast of the technological developments being implemented on the BMJ journal websites.



Creative Comms logo