LinkedIn was built to connect professionals one-on-one, person-to-person, instead of person-to-organization, in a way that’s reflective of our real world relationships. After all, our relationship with an organization is merely a byproduct of our relationships with individuals. If those with whom we have relationships move on to a new job, the relationships move on as well.
Nevertheless, in an attempt to keep pace with Facebook and Twitter, LinkedIn recently announced some changes to Company Pages that give organizations the chance to have a more prominent presence. While Company Pages themselves are nothing new, some enhanced features and functionality have made them a little more robust.
A few of the most notable changes include…
– Space for a large photo (suspiciously consistent with the space allotted to a Facebook timeline cover photo)
– A streamlined design that calls more attention to the company’s products, services, and career opportunities
– The ability to “feature” a status update so it stays at the top of the Company Page (similar to “pinning” a post on Facebook)
– Integration with mobile apps, which makes it possible to do something you couldn’t in the past–use company Company Pages via the LinkedIn app on an iPad, iPhone, or Android device.
The new Company Page design also reinforces changes made earlier, such as the ability to post status updates from the organization and target those updates to selected users, as well as improved analytics that give Company Page administrators more insight into who’s visiting the page and what actions those visitors are taking.
What’s my opinion of these changes? I think they’re a big improvement aesthetically, which appears to be part of a larger effort at LinkedIn (not surprising, given shifting social media user preferences toward images over words). However, I think the Company Page will remain decidedly secondary, with users spending most of their time connecting as they always have, with individuals much more readily than with organizations, and connecting with organizations only as a by product of those one-on-one, person-to-person connections.
What’s your opinion of Company Pages? Has your organization used any of the new features? If so, are you seeing any results? Share your thoughts in the comments.