©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.
LinkedIn in February made it easier for users to follow companies on the professional networking site through a button that businesses can embed on their Web sites. Now it’s helping companies target and track their followers with a new set of software tools.
LinkedIn just introduced a service that allows businesses to tailor content sent to followers according to various criteria, including industry, seniority, job function, company size, non-company employees and geography. Those are among the same targeting categories available to third-party advertisers on LinkedIn through its self-serve ad solution.