Professional networking site LinkedIn has launched targeted updates and follower statistics as a part of its offerings to help brands build a more effective follower ecosystem. It has signed on a select group of early release partners - including DSP BlackRock, AT&T, Dell, Microsoft and Samsung Mobile - which will immediately use these new follower tools.
According to LinkedIn, with these new offerings, the initial group of marketers will have access to the robust targeting and analytics capabilities for their campaign initiatives on the platform from their LinkedIn company pages.
Marketers will be able to create hyper-focused follower lists based on several targeting criteria, including industry, seniority, job function, company size, non-company employees and geography - to which they can deliver highly relevant content to increase engagement.
Commenting on the launch of the new features on LinkedIn, Aditi Kothari, executive vice-president and head, marketing, DSP BlackRock Mutual Fund, says, "In the financial services industry, consumer education and interaction is critical to drive awareness of our product portfolio and features. About 56,000 followers later, we are beginning to sense different consumer preferences and have successfully built an engaged consumer base. Introduction of targeted updates and enhanced follower statistics will deepen our engagement and help consumers make informed decisions by empowering them with relevant information."
Marketers will also have self-service access to an insights dashboard that will further support their efforts by allowing them to assess their follower acquisition efforts; track engagement metrics including likes, shares, comments and percentage engagement, over time; and review their followers' demographic information.