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Last year, we wrote a series of blog posts on how to best optimize your various social profiles and get the most out of engaging with your audience. We’ve decided to revisit one of these posts and help you optimize your business LinkedIn with guidelines updated for 2016. Let’s get started!

1. Summary. Write an illuminating, engaging summary that’s neither too long nor too short, 200 words is probably your max. Make what you do or the products/services you offer clear, but don’t belabor the details.

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Good example: Adobe. Their summary is creative and interesting while also succinctly describing what it is they do and offer.

2. Keywords. LinkedIn pages are great for SEO – they’re credible links that will always turn up high in Google searches. Make sure your company’s page is rich with the kinds of keywords you want to be found for. Put them in your summary, but make certain they turn up in your specialties. That will tell readers of your page as well as Google what you’re all about.

3. Branding. Company pages have header images that are a source of valuable branding real estate that every business should make good use of. You have two options: a unique, LinkedIn-only image, or the same cover photo from your other social media profiles. There are pros and cons to both approaches. A LinkedIn-only image shows you’re catering to your specific LinkedIn audience – and that you have the creativity to provide different imagery representative of your company. The downside, however, is that you lose branding consistency. The same cover photo from your Facebook and Twitter pages will make you instantly recognizable to visitors, but may come across as unoriginal.

Whichever option you choose, make sure that your visuals are stylistically consistent and recognizably “you.” Your company’s logo image (the small box above the header) should be exactly the same across all social media platforms.

4. Content. You will want your content feed – that is, your Updates – to be relevant, fresh, unique, and well-managed. A larger company should dedicate at least one full time representative if not a small management team to heading up a LinkedIn page, so that updates can be added 1-3 times a day. Smaller companies don’t need to micromanage so much, but you’re still going to want to average 4-6 updates a week depending on what your schedule permits. A page owner can make other employees administrators, so don’t be afraid to delegate tasks if it means the page will be kept fresh.

What exactly defines quality content? Variety. Add to your own updates with shares from your employees or industry Influencers. Supplement with third-party pieces of content like blog posts, articles, videos, or anything you think will be of value to your LinkedIn audience. Sharing content created by others will show that your company has its finger on the pulse of your industry and is willing to share insight from other minds.

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Be careful not to simply regurgitate the exact same updates from other platforms. A significant portion of the content you post should be LinkedIn-specific.

5. Responsiveness. Make sure to engage with users on your content stream. If you have great content, people will want to comment on and share it. Respond to them! Make sure no question goes unanswered. If your followers have great content of their own, don’t be afraid to share it. You’ll enrich your content stream and win audience loyalty.

6. Analytics. Company page owners have access to LinkedIn’s analytics, and you should be using this data to constantly refine your approach. You can get information on engagement rates, demographics, and how you compare to other companies. Measure which of your posts do well, and which don’t – and customize your content strategy accordingly. This information is invaluable, so don’t ignore it!

7. Targeting. You can further tailor updates to your audience by using LinkedIn’s Targeted Company Updates feature. You can segment audiences based on their location, their function, and even their seniority. It’s a powerful tool for making sure your messages are relevant to the people reading them. However, there are some caveats to its use, so be sure to learn more about it.

8. Showcase Pages. Savvy company owners can make use of Showcase pages to create dedicated landing pages for key services or company initiatives. Showcase pages are not for short term advertising campaigns; they’re meant to be long-term hubs for core services, products, or aspects of your company.

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Good example: Microsoft. Their top Showcase page is for Microsoft Office – meaning that users who only want updates about that product can follow that Showcase page alone, and not clutter their feed with other Microsoft news they don’t need.

9. Careers. This option is not for everyone, as it’s the only one on the list so far that isn’t free. But if you have the money and the need, you can pay to get a second tab on your company’s page – Careers. Enabling this tab can be a valuable way to reel in the new talent you might be looking for, as well as boost your company in search results.

10. Followers. Your followers will be crucial to the success of your page, and one of the easiest ways to gain followers is to get your employees to engage. Encourage all employees who have LinkedIn profiles to list your company as their employer – they’ll automatically be listed in a sidebar on your page. If employees are engaging in and sharing your updates, then all of their connections are more likely to see your content, creating a snowball effect of great exposure. Just make sure to vet that employee list every so often to ensure you don’t have anyone there who is falsely claiming you as an employer.

One other good way to build your follower base is to share. Tell employees to put your company’s LinkedIn page in their email signatures, and embed LinkedIn’s Follow button somewhere on your site – preferably on your homepage. You can find that code here.

Want more? LinkedIn is here to help. They’ve got a whole page dedicated to company page best practices, including a helpful slideshow about which companies had the best pages in 2014. If you learn by example, this is where you need to go. Even if you don’t, check it out to learn how the best set up their pages!

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