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There is a debate among marketing and corporate communications professionals as to what is more engaging and important.
Is it your company’s LinkedIn page or your company’s website? Undoubtedly I believe that it is your LinkedIn company page and here‘s why.
Many people say that they have posted blogs and articles on their company website and very few people have read them let alone shared them. They are basically getting no engagement.
The answer to me is a pure numbers one. Build it and they will come is a myth. Build it and you have to spend dollars marketing it. However if someone else has already built a community that has more than 300m people, then why not focus on that? Or at give it attention alongside your corporate site?
It's also a question of context. When someone looks at your website the priorities are not your blogs. They will be the services section, the about us, the client list, case studies and then maybe your blogs, but unlikely.
LinkedIn is primary a business peer to peer content sharing network. Professionals go there looking for content of all kinds. Blogs, news, personal and company updates. If you place your blog where people are looking for it then it's more likely to be read, shared and engaged with.
Very few people are actually following your website and unless you or someone in your company shares your blog from your site with their followers, and that is reshared, then no one is going to read your content from your corporate website.
However people are following your company page on LinkedIn. HP has almost 2m followers for example, with 10 showcase pages to demonstrate all its products and services.
It posts relevant content for each page and gets millions of views, shares and comments. HP couldn't have achieved anything like this on its HP.com website because no one is going there every day as they are visiting LinkedIn.
If you post a blog or content or news release on your LinkedIn company page it appears on all the updates of those who are following your company page.
It also appears on all those personal profile feeds who like, comment or reshare it, which can add many tens if not hundreds of thousands more people who will see your content.
More to the point it can be reshared again into groups and debates and discussions started on all these platforms should your blog/content/release be thought provoking enough. The latter doesn’t happen on your company website.
So what does a company site have that a LinkedIn company does not? Static, corporate information about your company but no engagement. Ask the question the other way around and the answer is engaged followers and advocates who can share this information and help communciate your company brand values and products and services.
Have you tried going to a company website from your LinkedIn mobile app and then back again? Not the easiest thing to do but staying with the LinkedIn app and visiting the company page on it is dead easy.
With everyone’s format being the same on LinkedIn it’s easy to see and compare products and services, jobs, careers, insights and news feeds. You can also guarantee that you can see your Linkedin company page on your mobile, not something you can guarantee on any normal company site, even in 2014.
The engagement analysis on your LinkedIn company page is also fantastic. I wish LinkedIn would do this for our personal pages too. You can see page views, clicks, interaction and engagement figures for every post which gives you invaluable information as to what content your company followers are interested in and engaging with.
Much better than Google Analytics of your website, which finds it hard to track individual content posts on the same page.
There is also one overwhelming reason why you should have a LinkedIn company page - it’s free, takes minimal design initiative and is a great way to engage with a target audience of current employees, wannabe employees, stakeholders, partners, advertisers and anyone else interested in doing business with your company.
What do you think? LinkedIn company page or corporate website, which is more important? Can you live without your corporate website? Where should you spend your time for the greatest effect?