This document discusses LinkedIn as a digital marketing medium. It provides an overview of LinkedIn's positioning, demographics, strengths, weaknesses, opportunities and threats. It then outlines several strategies for companies, such as building a robust company page, launching a LinkedIn group, scoping competitors, and leveraging paid content ads. It also covers best practices, pitfalls and metrics. Finally, it presents a case study of how Hewlett Packard used LinkedIn to engage clients and generate product recommendations.