LinkedIn developed an Influencers tool that allows marketers and consumers to keep track of content shared by prominent users without adding them as connections.

LinkedIn recently announced a new Influencers feature that allows users to follow the insights and thoughts shared by prominent account holders. In its earliest stages, Influencers will be major names in business, politics and other fields who drive conversation on the platform. Monitoring the social content posted by these people can help marketers glean useful information to inform web marketing strategies on the web.

In 2012, LinkedIn has rolled a number of features aimed at making a more social platform. Previously, the site served mostly as a way for people to network and finds potential employers. As more companies look to it as a social media marketing platform, enabling two-way conversations between users and marketers became more important for LinkedIn.

Influencers is just the latest step in this process, which also included a Follow capability to allow consumers and B2B buyers to keep track of content shared by brands.

It’s unclear what LinkedIn has in mind for Influencers in the long term, but it could help marketers who regularly share quality content on the site achieve more visibility.

Attracting prospects to a company’s page on the social network requires quality content. To highlight a brand’s most recent links and distinguished businesses from users more effectively, LinkedIn recently rolled out news Company Pages. Brafton detailed the new page design, reporting that a greater focus on visual content, as well as better-organized updates, could help drive engagement.

Joe Meloni is Brafton's former Executive News and Content Writer. He studied journalism at the University of Massachusetts, Amherst, and has written for a number of print and web-based publications.