SOCAIL MEDIA GUIDE | LINKEDIN 101

LinkedIn Overview

> PROFESSIONAL NETWORKLinkedIn is the premier business-focused social network

to help people network professionally.

> CONTENT PLATFORMLinkedIn has also evolved over the years into a more

robust content platform for individuals and companies to

create and post content natively on the website.

> THOUGHT LEADERSHIPThrough content creation and growing their LinkedIn

follower base, companies are able to establish

themselves as thought leaders in the industry.

> USAGE ON THE RISEAs LinkedIn’s content publishing capabilities have

increased in the last several years, more and more

brands are leveraging the platform as well. In the last

year, company page usage jumped from 24% to 57%.*

*Forbes, 2014

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Social Media Guide | LinkedIn 101

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US Adult LinkedIn Users

Social Media Guide | LinkedIn 101

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LinkedIn is preferred for professional social media activities

Social Media Guide | LinkedIn 101

LinkedIn Showcase Pages

> Showcase pages exist as a subsidiary

page of a company page

> These pages highlight a certain aspect,

product or initiative of the parent brand

> Content can be more specifically curated

or developed for a certain audience

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Social Media Guide | LinkedIn 101

LinkedIn: Key Features of Showcase Pages

Discoverable through search

Attract a unique set of followers to the

UnitedHealthcare Showcase page

Deliver content through Company Updates and

Sponsored Updates

Two-column feed to bring content front and

center

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Social Media Guide | LinkedIn 101

Your brand can build relationships with

professionals and followers by using LinkedIn’s

accurate targeting to deliver relevant content

Target Publish ExtendTarget with accuracy

to reach a high-quality

audience

Publish relevant

content in a

professional

context

Extend reach through

social sharing and

increase quality traffic

to your website and

LinkedIn page

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Social Media Guide | LinkedIn 101

LinkedIn Digital Media: Targeting

LinkedIn has unique targeting capabilities due to the first-

party data that users upload about themselves.

As a professional networking site, much of the data centers on

LinkedIn members’ careers and education.

Sponsored InMail, Display, Sponsored Updates and SlideShare

ads have different targeting parameters available. A

comprehensive list can be found below.

Company

LinkedIn

Member

Data

Seniority

Connection

Density

Occupation

Industry

Group

Membership

Job Title

Company

Size

Geo

Age

Gender

Education /

Degree

Job Function

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Social Media Guide | LinkedIn 101

LinkedIn: Paid Media Opportunities

Sponsored InMail

2Display Ads

Sponsored Updates

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3

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Social Media Guide | LinkedIn 101

THANK YOU

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