Forget the masses, social media targets the business class

LinkedIn, a networking platform for professionals which is already available in 22 languages, has rolled out new features that allow businesses to target audiences by language preference and geographical location.

The move is expected to help expand LinkedIn’s member base and reach across the world. LinkedIn has over 300 million members globally in more than 200 countries, of which 67 percent members are located outside the United States.
[caption id=“attachment_76075” align=“alignleft” width=“380”]  Reuters[/caption]
LinkedIn’s new capabilities language preference targeting and the personalised page feed, created for the Company Pages and Showcase Pages experiences, are designed to help global brands target more users.

“With these features, global companies can have a more relevant exchange with their unique audiences. Combined, they ensure that our members see the messages meant for them, written in the language they want to consume on LinkedIn,” Aviad Pinkovezky, product manager, LinkedIn wrote in a blogpost.

More from Biztech

Future Group - Reliance Retail Deal approved by CCI RBI ban on cryptocurrencies takes effect; prohibition could force investors to tap the black market

Through language preference targeting, brands with an audience from around the world can now target their Company Updates by the users’ selected language. For example, a U.S. based company targeting Portuguese-speaking professionals in Brazil can now share updates in Portuguese with followers who have selected it as their preferred language on LinkedIn.

On the other hand, the personalised page feed will allow members visiting a Company Page to see updates intended for them. For instance, if a company targets an update to members in France and another to members in Brazil, each group would only be presented the region specific update. “This also holds true for other targeting filters including company size, industry, function, seniority, geography, and now language preference,” Pinkovezky added.

Later this year, the company expects to achieve more than half of its global traffic coming via mobile, as more people login from a device other than their desktop computer. “Every day we see an average of 15 million profile views, 1.45 million job views and 44,000 job applications in over 200 countries through mobile,” LinkedIn said.

In order to boost its mobile traffic, the company said it is focused on bringing on “top-notch” partnerships with companies like Apple, Nokia, Samsung and others. “You’ll see more strategic pairings throughout the course of this year.”

What’s Facebook doing to attract enterprise users?

Recently, social networking giant Facebook too announced a new feature to attract enterprise customers. The company launched a new Business Manager tool that helps large businesses and advertisers manage their Facebook Pages, apps, ad accounts and permissions, all from one place - business.facebook.com.

“Business Manager integrates all your Facebook advertising campaign management efforts into one tool. It’s designed to simplify your marketing efforts,” the company said in a blogpost. “By simplifying the large volume of advertising and marketing work that agencies and large enterprises manage, Business Manager is built to help advertisers work better and faster.”

Facebook tested its tool with select companies over the last month and expects to roll it out internationally within a few weeks.