LinkedIn Today - the company's news service - demonstrates the importance of LinkedIn as a B2B network, as well as the power of news in influencing business decisions.

Brafton has reported that LinkedIn is quickly growing as a B2B social site, with corporate sign-ins on the rise and a bevy of new discovery features. One of the recent updates involves a news-sharing component that content marketers may like.

According to the LinkedIn blog, LinkedIn Today is a new feature of the professional social site that offers the day's top news, tailored to users' industry interests. “Staying on top of industry news is something we think matters for any professional whose success depends on being well informed,” says the company. The service offers top headlines based on what users' connections and industry peers are reading and sharing.

LinkedIn Today makes smart suggestions based on professionals' information needs and what people in related fields are sharing. For instance, it recommends that Brafton (our online news marketing agency) read internet industry news as well as online media industry news. It offers headlines and links to sites sponsoring news, as well as information about the number of times a particular article has been shared, marking its industry influence.

Notably, users can also specify industries they want to “follow,” as LinkedIn notes users may want to stay on top of developments related to clients' sectors.

This service demonstrates the importance of LinkedIn as a B2B network, as well as the power of news in influencing business decisions. LinkedIn users should take advantage of LinkedIn Today to maintain a competitive informational edge.

Moreover, marketers may also consider offering custom news content on their sites in order to participate in industry conversations and perhaps get their brands noticed as thought leaders on LinkedIn and other networks. As Brafton has reported, nearly one-third of consumers favor brands affiliated with news content they find on social sites.

Katherine Griwert is Brafton's Marketing Director. She's practiced content marketing, SEO and social marketing for over five years, and her enthusiasm for new media has even deeper roots. Katherine holds a degree in American Studies from Boston College, and her writing is featured in a number of web publications.