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Practice Management > Marketing and Communications > Social Media

LinkedIn company pages: Why your advisor business needs one

By Amy McIlwain

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So you have your LinkedIn profile up and running, you are adding new connections, becoming involved in group conversations, yet your brand just isn’t getting out there. LinkedIn company pages are a great way to get your company’s brand and profile out into the online community. It is a powerful tool in finding and exploring potential companies to network and do business with.

Company pages consist of a company profile, information about relevant people at the company and aggregated statistics about employees. With its ability to allow users to “recommend” companies, products or services, the use of company pages can drive traffic, increase revenue and get your brand seen by more prospective clients. It is not only a great way to track and monitor your past, present and future employees, but it is also an excellent addition to your social media marketing campaign.

What is included on a company page?

The company profile is a short overview of the company. A directory of company employees lists the LinkedIn users in your network with up to three degrees of separation of people who currently work at the company. This also includes a list of new hires within the company as well as recent promotions and changed positions.

Company pages also give you the ability to see related companies, which finds trends in the work history of users and identifying connections between companies. You can see where employees have worked before, where they went after they left and which other companies they are related to. This is a great asset to have, for example, if you are a financial advisor and one of your employees leaves the company. If your former employee has a 401(k) with your business, it is necessary to have it rolled over (if applicable) to the next.

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Amy McIlwain is a professional speaker on social media and President of Financial Social Media, an online marketing firm specializing in the financial industry. She can be reached through her website at www.financialsocialmedia.com and on Facebook, LinkedIn, and Twitter.

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