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LinkedIn Launches Follow Button; More Developments To Come

LinkedIn has launched its own Follow button, with hints of further developments to come.

The company Follow button allows any business with a LinkedIn company page to install a button onto their webpages and other online marketing materials. From there, brands' updates are fed into the status updates of LinkedIn members’ personal homepages.

The Follow button also marks the first phase of LinkedIn’s follower ecosystem strategy that will unfold over the coming weeks, the company promised as it announced the new development.

Pinning Down the Social Business Space

LinkedIn has never tried to compete with Facebook’s wider and wilder social networking ethos. Instead it has focused on becoming the social network for businesses. LinkedIn takes pains to cement this view, pointing ot research that finds that 70% of LinkedIn’s members follow or would follow a company on LinkedIn with 67% believing LinkedIn is a more appropriate social environment for business-to-business company interactions and 60% expect industry insights as well as news from the companies that they follow.

Facebook Still the Site to Beat

Among those using social media to market their events, Facebook (89%) is by far the most popular tool, ahead of Twitter (66%), and LinkedIn (54%), according to results from a Constant Contact survey of its customers, released in February 2012.

However, new statistics from comScore Media Metrix show LinkedIn is gaining traction. The site rose 8 positions in January to rank #29 with 36.8 million visitors, it reported. Google Sites ranked again as the #1 property for the month with 187.4 million visitors, up slightly from 187.1 in December. Microsoft Sites retained its #2 ranking with 179.2 million, up about 1% from 177.3 million, ahead of Yahoo, which showed marginal gains from 169.5 to 177.2 million. (163.5 million) and Amazon (110 million) rounded out the top 5 properties.

Mobile Ads, Acquisitions

LinkedIn is making progress on many fronts. It plans to introduce advertising on their mobile apps.  It has also acquired Rapportive–a transaction that promises to further the integration between email and social sharing.


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