LinkedIn has announced
a few significant changes
to Company Pages on its platform.
We’ve been using LinkedIn as a communications channel to tell our clients’
stories since Company Pages launched in 2010. Now, with big changes afoot,
here’s how the latest features that will be rolling out over the next few
months might alter your organization’s social strategy.
A user-friendly mobile experience for admins
Admins can now post updates and respond to comments from the LinkedIn
This will make it easier for you or your team to respond to comments or
share content on the fly. However, unless you’re getting hundreds or
thousands of comments per day, it will have a minimal impact on day-to-day
activities. In the long run, this could change user expectations for
response times to questions/comments from individual users to
Expanded page features
Added features include tying your page to specific hashtags and the ability
to share more types of content (e.g. PowerPoint presentations, Word
documents and PDFs).
There will be more to learn about the hashtags feature as that goes live,
but you’ll want to begin thinking strategically about what hashtags you
should tie to your page. Think about the topics that are important to your
target audience specifically on LinkedIn.
From a content-sharing perspective, you’ll want to think about how you’d
like to showcase your company’s expertise, giving you a new way to share
your organization’s ungated content, such as case studies (in PDF form) and
This feature will allow your team to search through topics to find the
content that is trending within a specific target audience on LinkedIn.
This gives you another tool for content curation and makes the case for
sharing curated content in real time. This doesn’t mean your team should
abandon its carefully planned content calendars, but it gives more
flexibility for sharing “real-time” curated content as topics become
relevant with the audiences that matter.
Tools for engaging with (and monitoring) employee content
You’ll be able to more easily discover and share content that your
employees are sharing from their personal LinkedIn pages—if they are
This feature gives your organization the ability to respond and engage when
necessary. Plus, you can reshare any posts that mention your company, such
as customers and clients sharing how happy they are about your service.
If your employees are active on LinkedIn, this new feature could give your
team even more content, especially if the employees actively posting
content are subject-matter experts sharing their thoughts on relevant
industry trends. At the very least, you’ll want to start thinking about a
process to monitor the content your employees (or clients) are sharing and
determine what should be boosted on the company page.
Kelsey Leavey works for the Hodges Partnership, a PR firm based in
Richmond, Virginia. A version of this article originally appeared on
the Gong blog.