LinkedIn has launched two new tools – Follower Stats and Targeted Updates – both are aimed to assist marketers and companies find followers and message them based on targeting such as industry, job function, company size, seniority and geography.
Targeted Updates allwos companies to interact with their follower base by sending them targeted relevant messages, Follower Stats provides detailed stats about their followers, as well as engagement metrics such as comments, follower counts, shares and demographic info related to these data points.
Recently LinkedIn launched a Follow button for companies, which like Facebook and Twitter, enables users to follow companies they are interested in for updates. With these new features as well as the following feature, LinkedIn is going to boost engagement on its platform and generate additional revenue from its marketing and advertising offerings.
We expect LinkedIn’s engagement rates to increase in the next few years, which when combined with the expected visitor growth should lead to much higher revenue from marketing and ads.
Marketing and Ads currently account for around 30% of LinkedIn’s total $38 value estimate, which stands far below its current market price. LinkedIn competes with Facebook and Google in the online advertising space and Monster in online job search.