LinkedIn is a professional social network that allows users to network, share content, and establish thought leadership. It has evolved into a content platform where companies can create pages to publish content and attract followers. Usage of LinkedIn has increased in recent years as more brands leverage it for content publishing and targeted advertising opportunities. Key features for companies include Showcase Pages to highlight specific initiatives and the ability to target audiences based on attributes like job title, industry, and location.

1. SOCAIL MEDIA GUIDE | LINKEDIN 101

2. LinkedIn Overview
> PROFESSIONAL NETWORK
LinkedIn is the premier business-focused social network
to help people network professionally.
> CONTENT PLATFORM
LinkedIn has also evolved over the years into a more
robust content platform for individuals and companies to
create and post content natively on the website.
> THOUGHT LEADERSHIP
Through content creation and growing their LinkedIn
follower base, companies are able to establish
themselves as thought leaders in the industry.
> USAGE ON THE RISE
As LinkedIn’s content publishing capabilities have
increased in the last several years, more and more
brands are leveraging the platform as well. In the last
year, company page usage jumped from 24% to 57%.*
*Forbes, 2014
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Social Media Guide | LinkedIn 101

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US Adult LinkedIn Users
Social Media Guide | LinkedIn 101

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LinkedIn is preferred for professional social media activities
Social Media Guide | LinkedIn 101

5. LinkedIn Showcase Pages
> Showcase pages exist as a subsidiary
page of a company page
> These pages highlight a certain aspect,
product or initiative of the parent brand
> Content can be more specifically curated
or developed for a certain audience
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Social Media Guide | LinkedIn 101

6. LinkedIn: Key Features of Showcase Pages
Discoverable through search
Attract a unique set of followers to the
UnitedHealthcare Showcase page
Deliver content through Company Updates and
Sponsored Updates
Two-column feed to bring content front and
center
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Social Media Guide | LinkedIn 101

7. Your brand can build relationships with
professionals and followers by using LinkedIn’s
accurate targeting to deliver relevant content
Target Publish Extend
Target with accuracy
to reach a high-quality
audience
Publish relevant
content in a
professional
context
Extend reach through
social sharing and
increase quality traffic
to your website and
LinkedIn page
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Social Media Guide | LinkedIn 101

8. LinkedIn Digital Media: Targeting
LinkedIn has unique targeting capabilities due to the first-
party data that users upload about themselves.
As a professional networking site, much of the data centers on
LinkedIn members’ careers and education.
Sponsored InMail, Display, Sponsored Updates and SlideShare
ads have different targeting parameters available. A
comprehensive list can be found below.
Company
LinkedIn
Member
Data
Seniority
Connection
Density
Occupation
Industry
Group
Membership
Job Title
Company
Size
Geo
Age
Gender
Education /
Degree
Job Function
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Social Media Guide | LinkedIn 101

9. LinkedIn: Paid Media Opportunities
Sponsored InMail
2
Display Ads
Sponsored Updates
1
3
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Social Media Guide | LinkedIn 101

10. THANK YOU
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