The implementation of a new follow feature will allow LinkedIn users to keep track of their favorite companies on the social network. The company announced the feature recently, adding to its burgeoning social media marketing capability.
The follow feature is a clear sign that LinkedIn is looking to become a major player in social media marketing. Moreover, its value to B2B companies may be greater than other platforms, since its user base is comprised of professionals.
The ability to follow a company and see content it shares may provide strong impetus to clickthrough to their websites. This will likely help organizations using LinkedIn attract more convertible traffic and higher quality leads.
Businesses now considering the use of LinkedIn for social media marketing should assess their social content, to make it more appealing to the more professional audience on the network. Facebook and Twitter, despite their importance, are heavy on the sharing of visual content.