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5 Lessons from LinkedIn’s Top Company Pages

Linkedin Best OfAs we approach the end of the year, we always see lists of top this and best that for 2013. Today’s list comes from LinkedIn. It’s the “top” – meaning most inspiring and engaging company pages as voted on by LinkedIn members.

The 10 companies comes from a range of industries; 4 are tech related but still represent different aspects of the industry.  The biggest surprise is that only a few are strictly business to business companies. Let’s take a closer look at a few of them and see what we can learn from each of them.

Adobe gets high praise for proper segmentation. Rather than cram everything into their company home page, they created individual pages for their Marketing Cloud product and their Creative Cloud product. This way, they can customize the message to suit the needs of two different customers.

LinkedIn praises employment company Apple One for their bold, intriguing photos. But on closer examination, I noted a strange incongruity. The LinkedIn posts link out to very helpful articles elsewhere on the internet, but the photos don’t come from those articles. They come from other places – sometimes competing places. For example, a ZDnet image used to promote an Inc. article. Odd. I give them credit for putting the credit on their images but wouldn’t it be easier to just use the photos that go with the article?

Commonwealth Bank sprinkles direct questions into their posting schedule such as “do you prefer cubicles or collaborative workspaces?” People love responding to simple questions, especially when there are specific choices. That question received 33 comments while their normal blog post links average 1 or none.

extFour Seasons Hotel and Resorts reels them in with aspirational photos and videos that make you want to book a room right now. The fact that Michel Volk was Appointed General Manager of Four Seasons Resort Bora Bora isn’t very exciting (sorry Michel) but when it’s accompanied by this image and there’s 7 inches of snow outside your window, it’s going to catch your eye.

NPR makes great use of the list. 6 Ways to Do This. 10 Best This and Thats. 4 Things You Don’t Want To Do Again. Lists deliver a lot of information in short, bite-sized bits so they’re very attractive to the average reader. They know that when they click, they’ll be able to skim and get out quick with at least one nugget of information.

So there you have it. To keep people coming back to your LinkedIn page include bold, aspirational photos. Ask simple questions. Divide up your audience so you can focus and then teach them something with a short and snappy list.

What’s your secret to LinkedIn success?

  • http://www.linkedin.com/in/tomhumbarger Tom Humbarger

    Cynthia – great post! I happened across your post because I manage the AppleOne LinkedIn page referenced above and found it doing a Google search.

    With respect to your comments, I generally use the photos that come with the articles, but sometimes those pictures aren’t appropriate or didn’t work for situation I wanted, so I had to source another picture.

    If you notice, most of my recent posts use an uploaded picture which are much larger than the standard pictures that most status updates use by default. I have also been experimenting recently with uploading images rather than adding links in the status bar and using the default picture. In my experiments, I am getting anywhere from 30% to 50% more impressions for a post when I use the larger uploaded pictures instead of default links. The only issue is if people share the status update, they have to manually copy in the caption or they end up just sharing the picture without a link to the actual story.

    Let me know if you have any questions — and thanks for including AppleOne in your blog post.

    Tom