LinkedIn has become a mecca for professional networking, industry research, and over the last year, content marketing. Further solidifying it’s stake in the social space, the network announced today that its user base has reached more than 300 million people across more than 200 countries and territories worldwide. It also revealed that:
- About 1/3 of those members are based in the United States.
- 56% are men and 44% are women (and the gap is ever-slimming).
- The top 5 sectors represented are Information and Technology Services, Hospital and Health Care, Construction, Education Management, and Accounting (in that order).
- After the U.S., the most well-represented countries are India, Brazil, the UK, and Canada (in that order).
- It has added more than 23 million members since December 31, 2013.
- It gets a daily average of 15 million profile views, 1.45 million job views and 44,000 job applications via mobile.
- It plans to hit its “mobile moment” in the next phase of growth with an expanded mobile app portfolio (including the new SlideShare app) and corporate partnerships with the likes of Apple and Nokia.
- It plans to continue going after the Chinese employee market.
- It will further develop its Economic Graph, tracing global connections between professionals and brands.
What This Means For Brands
1. It’s time to start tracking engagement in LinkedIn groups to keep tabs on industry buzz — and create it yourself.
As LinkedIn’s user base continues to grow, it’ll be even more vital to know what people in your brand’s purview are saying and forecasting. By using LinkedIn to decipher which way the wind is blowing, you can craft killer content that harnesses the serious — and not-so-serious — professional conversations taking place on the social platform. Find out how many people are posting, what kind of engagement those posts are seeing, how many people are actually active in the group, which industries are represented, which kind of posts drive the most engagement, and which posting times work best. A great way to quickly gauge if a group truly consists of your desired audience is to take a look at how they bill themselves:
Pro Tip: Sift through LinkedIn’s rapidly growing number of members, learn a ton about how to attract the best job candidates, and gain visibility as an industry leader by compiling a list of the LinkedIn groups most relevant to you and keeping tabs on what’s being said within them. Use this insight to get involved by crafting your own content — like SlideShare presentations — and linking to content that propels your brand.
2. Weeding through profiles to find major conversation drivers and influencers is a must-do.
Make sure you’re paying attention to the right people. Choose a metric to measure members by — whether it be company, position, industry, location, number of connections, or all of the above — and compile a list of influencers.
Pro Tip: Discover who the well-connected are in your industry (not just who has the most connections) and ask them to guest post or partner with your LinkedIn page. Consider targeting folks who overlap a few industries to spread awareness where there might have been very little previously.
3. LinkedIn is staking its claim as a premium content-sharing platform.
More and more, professionals are heading to LinkedIn for industry information on the Pulse channels, Companies feed, and Groups categories. St0p being a spectator and start tailoring content to drive conversation on each of these areas of the site. Then measure it against how your competitors are doing re: engagement on the social network.
LinkedIn is headed full-steam ahead with incredibly high levels of member growth, and is definitely the leading social platform for serious discussion about brands and industry. By strengthening your presence on the network, you can strengthen the awareness of your brand and the caliber of your job candidates. Is your brand already engaged on LinkedIn? How do you measure your success or setbacks on the platform? Let us know in the comments below, and if you’re looking for an easy way to gauge progress, definitely take us up on our free trial offer. We’re here to help, and have a full suite of LinkedIn analytics to help you maximize the network.
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