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Last April, LinkedIn introduced the Company Follow feature in hopes of offering businesses an opportunity to further interact with their audience. By giving companies the ability to share profile updates, business developments and new job opportunities, how much value did this feature add to the site? Unlike social networks such as Facebook and Twitter, where you can make company pages and offer content as the business, LinkedIn still did not offer a way to directly communicate with its followers.

This was until early October when the site announced the launch of company status updates, giving businesses the ability to offer shareable, personalized content to its followers.

Because LinkedIn is a site focused on connecting professionals, this provides unique opportunities for companies to interact with their employees and customers. Whereas people primarily use Facebook and Twitter to interact with their friends, people are much more willing to seek out and interact with businesses and professionals on LinkedIn. In light of LinkedIn’s new feature, I have compiled my top suggestions on how businesses can best utilize company status updates.

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Right now, many of us have a solid grasp on how to leverage Facebook, Twitter, YouTube, Flickr and Tumblr to build online communities, promote their latest events/products/services and generate overall buzz about our clients’ brands. But what about LinkedIn?

What about the fact that LinkedIn is reaching 100 million members worldwide as we speak?

Maybe the fact that LinkedIn has company pages that smartly showcase how users are connected to brands and make it easy for them to recommend them?

The knowledge of LinkedIn’s growing recommendation engine that provides insights on companies & jobs that may be perfect for its members?

Today’s launch of LinkedIn’s student job portal that leverages the networks of students & recent graduates to recommend jobs & illustrate connections that may have been forgotten?

Or even LinkedIn’s API development that allows brands the opportunity to tap into LinkedIn’s growing network?

Every one of these opportunities benefit both the user and the brand. Every one is an opportunity for the brand to extend its reach, showcase its prowess, grow its credibility and have the best talent at their companies. We can help our clients do this with LinkedIn. continue reading

Being a newbie to the sphere of employee communications, I knew I was in good company at a session OPR hosted last night about the importance of clear messaging within organizations when I saw the following note on each table: “Employees are on the front line of brand and reputation creation. What they tell their friends and families and post on YouTube and Facebook can define a company more quickly and more surely than anything the CEO tells The Wall Street Journal.”

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