Hoping to give marketers more ways to leverage their follower network on LinkedIn, the Mountain View, Calif., company today rolled out two new targeting and analytics products.
LinkedIn Targeted Updates gives marketers the ability to target followers based on specific criteria, including industry, seniority, job function, company size, non-company employees and geography. The other new tool, Follower Statistics, provides self-service access to an insights dashboard that offers a window into follower demographics and engagement, such as likes, shares and comments.
Launch partners for the new products include AT&T, Dell, Microsoft, Samsung Mobile and HSBC, the company said.
"It's not just that we're building relationships, we're building lasting relationships," said Jonathan Lister, LinkedIn's vp of sales for marketing solutions in North America. Lister said the company's follower model helps brands identify and engage with their most interested consumers, and the new tools give marketers the most robust way to target and monitor engagement on the platform.
LinkedIn said that 70 percent of its more than 150 million users worldwide already follow, or would follow, companies on the site. The company declined to disclose the percentage of users who currently follow companies, saying the model is still relatively young.
LinkedIn did say that those who follow companies are twice as connected as the average member and are in twice as many LinkedIn groups as the average member.
"The value of the [follower] ecosystem is really driving media efficiency," said Lister. "[It's] giving marketers very precise abilities to target and send messages in a really compelling way."