LinkedIn Adds New Targeting Options

Last October LinkedIn announced marketers would be able to post status updates to their company pages. Now the business-minded social network is adding the ability for marketers to pinpoint those posts at specific groups of followers.

Companies can target status updates based on seniority, job title, geography, company size, industry and employee tenure. “To now go out and be able to target vice-presidents of IT at companies with 500 employees and larger and send them a very specific message about enterprise software, that is a very specific message that those people have a high interest in receiving,” explained Jonathan Lister, LinkedIn’s vp of North America sales and marketing solutions.

LinkedIn has been beta-testing targeted status updates since April with 50 companies, and Lister said these posts have been broadly shared and commented upon to date, delivering more followers to the participating marketers. For instance, one of the beta customers, Salesforce, used the targeted updates to drive participation in offline events and saw a 30 percent increase in participation, Lister said.

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