Getting Value from LinkedIn's Company Follow Feature

Online Research
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LinkedIn has a feature that enables users to follow companies they are interested in. They are called Company Profiles. Company profiles often act as fact sheets to LinkedIn users and now these fact sheets just became a little more accessible and interesting. Company profiles are private unless you are logged in and then you can view them freely.

Why would someone want to follow a company? It's easy - by following a company on LinkedIn they can be updated with new developments, business opportunities, and even job opportunities.

Company profiles display recent hires, related companies, recent promotions, top locations for employees, and even showcase what they deem as "popular profiles" - meaning those individuals who get a steady stream of profile views and press mentions. Company profiles are built with information gained from Capital IQ and LinkedIn user data. Capital IQ works as a partner to LinkedIn and provides them with company data such as company overview, and revenue. All of the relevant people and aggregated company statistics are based on LinkedIn network data.

I think it's a brilliant move on LinkedIn's part. LinkedIn has always been known as the professionals social network or B2B networking playground online, so this feature only makes sense. LinkedIn users can follow a company, by just selecting the Follow button on the companies profile or a member who is associated with a particular company. They'll be able to easily view the companies they are following and they will also receive recommendations on companies they might be interested in following.

What does this mean for you?

Another social media marketing opportunity has just opened up. This new feature can assist in building your "own" company community of followers. You can update them on relevant things and keep them in the loop regarding what's going on behind company doors. Customization of company profiles on LinkedIn is not yet available, but they promise it's coming soon.

The first thing you must do to take advantage of this feature on LinkedIn is making sure that you have a company profile on LinkedIn. It's easy to setup. Just follow these five steps:

  1. Login to LinkedIn
  2. Go to "Companies" in the menu on LinkedIn. (You may need to click the "More" button to see it.)
  3. Select Add Company
  4. Enter your basic information about your company.
  5. Complete LinkedIn's wizard for creating your company profile. (This is where you can add your logo, locations and a feed to your company blog.

There you go, now you can suggest that people follow your company on LinkedIn - just like many of you were doing when building your business profile page on Facebook.