To create a company page, you are required to have an email address from that business, you can then choose designated admins to help manage the page – they must be connected with you on LinkedIn. Be aware that an admin has full editorial rights on your page and can also add or remove other page admins.
Take a look at the computing giant, Dell’s company page. It has more than 940,000 followers, who are interested in receiving technology based updates. Their news tends to be a mixture of industry developments and their own technology announcements. What industry news or developments within your own business would be of interest to your target audience?
Why Should You Have A LinkedIn Company Page?
LinkedIn’s foundations are built upon individual personal profiles, which usually showcase the user’s skills, not those of the company they work for. LinkedIn members use the site for numerous reasons, two of which include; following and networking with other professionals or following companies to hear of news and developments from that organization.
When one of your employees updates his/her current ‘Experience’ section, on their personal LinkedIn profile, with your company’s name, they are automatically attached to your company page. This is identified by a clickable image of your company logo, which allows a profile viewer to move seamlessly from the employee’s personal profile to your company page.
Whenever you post a news update from your company page, LinkedIn provides you with analytics, which amongst others statistics, tells you; how many impressions your post has received (the number of times your post has appeared in front of a follower on their desktop browser, mobile device App); the number of clicks your post has generated.
In March this year, LinkedIn introduced ‘Notifications’ to company pages. This is a powerful feature, which sends you an email alert and a notification to your company page, whenever someone mentions your company in their personal LinkedIn status updates.
One of the challenges with posting updates, on social media generally, is that unless you’re going to post frequently, your most important information is going to be lost in the vertical time lines of other members, very quickly, as posts from other members arrive.
In April 2014, LinkedIn replaced the option of including a Products & Services page on your Company profile, something, which personally, I think was a mistake. This page was replaced by enabling company page admins to create showcase pages. A showcase page functions just as described in the 5 points above, with the exception of the Notification feature.