The business social network LinkedIn have just announced a series of changes to the Company Pages section of their service. For those of you thinking you’ve not really been aware of this part of the platform it’s with good reason.

The offering has been limited to collating employee statistics, posting job opportunities and giving a static profile of your company. Useful for some due diligence and may be finding a job, but that’s about it. Even the most dynamic of companies have sounded dull when looking at their LinkedIn company profile, which is quite an achievement.

When I’m asked how companies should or could use LinkedIn the Company Pages have not really been high on the agenda – where as Groups, networking and advertising can be very valuable if used thoughtfully and with clear objectives.

This might now change as LinkedIn have added a ‘Status Update’ function to Company Pages. It’s not immediately apparent if this has launched across all pages, so I expect it will be slowly rolling out. Social Media Today have put a good summary together:

  • Followers of your Company will see the Status Updates on their homepage (when they login to LinkedIn) or by going to your Company’s “Overview” tab. Each Follower’s network will also have an opportunity to see the posts- as long as the follower comments, likes, or shares.
  • In order to post a Company Status Update, you must be an Administrator of your Company Page, and your Company Page must be set to “Designated Admins only”.
  • Posts can be up to 500 characters (including spaces).
  • You will be able to see impressions and engagement on each Company Status Update. An impression = views of the status update. Engagement = total interactions (comments, likes, clicks, shares)/total impressions. This data appears approximately 24 hours after an update is published and will continue to update on a daily basis.
  • Businesses that post an excessive amount are subject to review by LinkedIn and could risk having their page deleted.

And here’s the official video to explain the changes, which is worth a look: