Posts Tagged ‘corporate social media’

What You Need to Know Now About LinkedIn Showcase Pages

Tuesday, May 6th, 2014

With the recent removal of the LinkedIn Products & Services tab from Company Pages, it’s time for businesses to switch gears to the newly minted Showcase Page format. Showcase Pages are an extension of a LinkedIn Company Page that allows a business to promote specific products or services to a targeted buyer persona.  LinkedIn users can follow a Showcase Page without following the business’s Company Page. This allows business to promote for and cater to multiple audiences through up to 10 Showcase Pages.

IBM Big Data & Analytics Showcase Page shares visual content daily with an audience of 12,700 followers.

IBM Big Data & Analytics Showcase Page shares visual content daily with an audience of 12,700 followers.

Another reason for B2B brands to consider moving to LinkedIn Showcase Pages is the dwindling performance on Facebook Company Pages due to algorithm changes driving down news feed visibility. Janel Pettit, McBru’s social media manager, notes, “It’s a valid conversation to have with clients. Step back and consider your marketing objectives and how they align with Facebook as a social channel. Does the client want to build a Facebook community with an active user or affinity group? Can the client tag business partners with strong Facebook communities to grow its audience organically? If not, pay-for-play advertising on Facebook is the most legitimate option to reach a vast consumer base. The alternative is to consider reallocating your focus to a LinkedIn Showcase Page keeping in mind the platform’s lead generation features.”

IBM has a series of Showcase Pages dedicated to different market segments. You can see IBM’s list of Showcase Pages in the right hand column of its Company Page.

IBM has a series of Showcase Pages dedicated to different market segments. You can see IBM’s list of Showcase Pages in the right hand column of its Company Page.

IBM has a Showcase Page about cloud computing and another about Big Data and Analytics. By having different Showcase Pages for each business unit, brand, product, or initiative, users can chose what topics they want to follow. LinkedIn also provides dedicated analytics for each Showcase Page, which allows businesses to drill down into each of the buyer personas. By keeping content focused, personal and visual, a Showcase Page can drive high engagement and impressions.

In my next blog, I will share five easy steps for building and maintaining a LinkedIn Showcase Page. Has your business made the transition?

Taking the Plunge Into Social Media

Wednesday, August 20th, 2008


2163735434_08f87cc036.jpgAt the Technology Marketing Blog Douglas Karr wades into the fray on when a corporation should embrace social media. It’s hard to argue with his guidance about developing a strategy, looking into tools, even talking to an expert. Doug is spot-on when he says that social media has the potential to affect your entire organization.

But I question Doug’s assertion that you should first “involve all the leaders in your company — those who own the strategy of the corporation.” Perhaps Indianapolis is on a different planet (Jeff, you’re from Kentucky, what do you think?) where the executive team has the time and understanding of social media to reach kumbaya. But here, the quickest way to kill a new communications initiative is to hold it hostage to top-level consensus. Not that leadership approval isn’t important, but that it is nearly impossible to achieve, especially BEFORE you can show any concrete ROI.

A start-small strategy sometimes works better, in a number of ways. All you need is one enterprising writer, some very inexpensive tools, and one communications problem you can measure. Perhaps it’s as basic as getting more traffic to your Web site. Or raising awareness of new support materials and programs. Or broadening customer interest by telling interesting anecdotes about how real people are using your products or services.

It won’t take long – weeks? a couple of months at most – before you’ll have real data and experience about how your marketplace responds to social media. You’ll also be that much smarter in formulating a more complete strategy.

Of course – as Doug is rightly concerned about – you’ll do a few bellyflops, right in front of stakeholders. But that’s inevitable and easier to stomach on a small scale. Moreover, that’s the nature of the current iterative creative process that all of us in the technology marketing community must adopt! Start out small, with a modest goal, and an open attitude, and it won’t sting too bad.

Photo source: hdl.loc.gov/loc.pnp/ggbain.09755