Begin by deciding if you want to include your own employee followers, then start mixing and matching from demographics from five different buckets; company size, industry, function, seniority, and geography.
This kind of targeting is extremely useful for anyone in the B2B biz because it eliminates irrelevant posts, making the posts that do come through more valuable to your end user.
For example, say you run a software company that handles products for a variety of industries. With Target Status Updates you can announce your new educational software only to educators, by passing the bankers who are only interested in the financial software you also carry. Use it to target specific fields when hiring or to locate resources for an upcoming project.
The geography tab is excellent for scheduled events or state specific deals. Use the seniority and function tabs to make sure you’re reaching the decision makers.
By sending to less people, you’re opening yourself up to more engagement. Think about it. How many companies have you stopped following on Facebook or Twitter because they sent out too many updates? Properly used, Targeted Status Updates can keep your followers from abandoning you.
To help you judge the effectiveness of your posts, LinkedIn has added in-depth follower stats. You can see the results of any post at post level or you can click through to the insights page for a larger data pool.
I think that stats are one of the most underused tools in the marketing bag. If you’re a small business owner managing your own social sites, these reports can be daunting, but look at them anyway and look at them regularly. Don’t worry about small fluctuations up and down, but be aware of trends and use the available options to find out exactly who is visiting your page on a regular basis.
If you haven’t visited LinkedIn this week, take fifteen minutes off your Facebook time and give it a try. You may be surprised by what you find there.