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Posted on 07.26.2013

LinkedIn Launches Sponsored Updates

LinkedIn has joined social media giants, Facebook and Twitter, by launching Sponsored Updates, a way to filter your LinkedIn posts and announcements directly into the LinkedIn news feeds of users throughout the business networking site.

LinkedIn's Sponsored Updates provides a marketing tool for increasing awareness and shaping the perception of your brand, products or services. This new feature will allow your company, organization or institution to build relationships by delivering your content into the news feed of members beyond those who are following your company.

"Marketers are increasingly leveraging content to inform, educate, and inspire their current and prospective customers. But the high quality content they've produced - slideshows, articles, videos, and whitepapers - does not always achieve enough reach and engagement on their own channels," David Hahn, LinkedIn's vice president of product management, said in a statement. "With Sponsored Updates, marketers will be able to distribute this content directly to relevant professionals in a place their customers and prospects are already consuming professionally relevant content."

Active company pages can purchase the sponsored ads in either cost-per-click (CPC) or cost-per-mille (CPM) based pricing after the end of the July. Companies can track the effectiveness of their posts through comprehensive analytics that provide insights to help them fine-tune their strategy in real time.

Sponsored Updates can be seen on desktop, smart phone and tablet devices and will clearly be marked "sponsored," appearing in the member's homepage feed along with the posts from their network and the companies they actively follow. Members will have the option to "Follow" the sponsoring company as well as "Like," "Comment" and "Share" posts with their personal network.

What do you think of LinkedIn's newest feature? Will this feature be beneficial to you or your company? Share your thoughts with us in the comments below.


Jon Sutton was an Administrative Assistant at Lovell Communications.

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