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LinkedIn has launched a ‘Follow Company’ button that can be installed onto a company's web pages and online marketing materials.
It is essentially the same as the Facebook ‘like’ button, and means the brand’s updates will be immediately fed into the status updates on the user’s LinkedIn homepage.
LinkedIn says that the follow button:
...makes it easier for marketers to directly reach their target audience of professionals, amplify their messages as community members spread them to others, and for brands to expand the number of professionals from their target audiences within their follower ecosystems.
It is part of an effort to create a more engaging environment on the platform where companies can more easily find and identify their audience.
The company cites research that shows 70% of its members follow or would follow a company and 60% expect industry insights as well as news from the companies that they follow.
Furthermore just under half (49%) of current followers state that they are more likely to purchase products or services from a company that is more engaged with its followers.
LinkedIn said that more new features will be rolled out in the coming weeks.